There’s a big difference between having Facebook, Instagram, or Twitter accounts and actually using them to grow your business. Many companies enter the social space with the best of intentions to post consistently and frequently. Pretty quickly, they figure out that it takes some time and creativity to do that, and, sooner than later, their shiny new social accounts go dark.

And what happens when a potential customer sees that your last post was six months ago?
They look for a company that’s still in business.

That’s right: An inactive social media account gives people the impression that you’ve gone belly-up. And we’re assuming you’d prefer to send the exact opposite message.

So let’s talk about how HVAC companies can stay social.

Don’t jump on every social platform at the same time. Choose one and do it well. If you feel like you’re managing that first account with ease, then add a second. We recommend starting with Facebook for three reasons:

• Facebook is the most used platform.
• Paid ads are relatively inexpensive.
• It’s easy for your current customers to post reviews, which is a great way to earn new customers.

Don’t just sit in front of your computer and try to come up with post ideas on the spot. Map out a plan a week—or a month—at a time. Consider creating particular types of posts for each day of the week so you have some direction. For example, on Mondays, introduce people to one of your technicians. On Tuesdays, link to your blog. (Don’t have one? Here’s why you should . ) On Wednesdays, share a helpful DIY home improvement tip. And so on.

Save yourself some time by scheduling your posts in advance, a week or two at a time. Facebook has a native scheduler , but if you’re on multiple platforms consider using a tool like Buffer or Hootsuite. A word of caution: Be aware of both community events and national headlines so your company doesn’t unintentionally post something irreverent, like Live Nation Ontario did a few years ago.

Even if you pre-schedule posts, don’t take a “set it and forget it” approach. Social media is supposed to be a conversation, not a one-way announcement. Monitor your social accounts at least once each day to make sure you address questions or comments from current or potential customers.

It takes some time to build an engaging social media presence, so don’t give up if people aren’t responding to your posts right away.

According to data gathered from 14 social media frequency studies, the optimal number of posts per day is:

• • Facebook: 1
  • Instagram: 1-2
  • Twitter: 15

Now that you know some basic social media tips for HVAC companies, here are some specific content ideas:

1. 1. Introduce your team, one member at a time.
   2. Link to your blog.
   3. Share industry news that your customers might care about (e.g., tax breaks for energy-efficient appliances).
   4. Take photos of your technicians in the field and write about what they’re doing.
   5. Create a series of DIY HVAC tips (e.g., “Before you call us, try this!”).
   6. Create coupons/specials exclusive to people who like/follow your company.
   7. Use Canva to create inspirational/motivational posts with your company logo on them.
   8. Share home-improvement tips, even if they’re unrelated to heating and cooling.
   9. Ask questions—HVAC-related or otherwise. For example, try “What’s your thermostat set on today?” or “Wow, it’s hot. We’re thinking about taking an ice cream break. What your favorite flavor?”
   10. Try some fill-in-the-blank or “caption this” posts.
   11. Do a customer spotlight.
   12. Choose a local charity, do some pro bono work for them, and post about the organization and your experience with them.
   13. Share and thank people for their positive reviews.
   14. Do a give-away—for your services or for something completely unrelated to heating and cooling but that will surprise and delight your followers.
   15. Do a Facebook Live session where you teach folks how to do a quick repair or some preventive maintenance.
   16. Share good news that’s happening in your community.
   17. Run a poll.
   18. Ask for input about your services. (“How would you define a great HVAC company?”)
   19. Ask for reviews.
   20. Talk about your favorite customers.
   21. Recommend other companies—electricians, plumbers, realtors, and so on. Maybe they’ll return the favor!
   22. Run a photo contest.
   23. Offer holiday greetings—for well-known holidays and for more obscure, but fun, ones like National Rubber Ducky Day (January 13).
   24. Try a “fact or fiction” post.
   25. Answer some frequently asked questions.

The truth is, creating a consistent and compelling social media presence isn’t easy. But it’s worth the effort. We’d love to help your HVAC company get—and stay—social. (By the way, HVAC social media management is something we do.) Call us today.