I know it has been a long time since we promised to send out tips for social media.
After researching the many tips that are available, we did our best to try and make it simple and clear.
I know I am not very good with introductions, so after reading this you are more than welcome to comment and ask questions. You can write as little or as much as you want I read all my emails, and I want this to be open so I can write content that applies to your situation on the next post.
I know it is hard to keep up, since seems that there is a new social media platform launching every month (Pinterest, Klout, Quora, Storify), Maybe after you read this a new one will be launched. Instead of jumping on every new platform that emerges, select two or three best fitting ones and focus on them. These should be networks where your ideal target market is most active. Facebook is the biggest so you should include that on your list, since it has more of a variety of users and all you have to do is learn to target your ideal market. So this simply means if you know your ideal market is business people, then a podcast can be more effective, since you will be targeting people who are open to listening to radio while driving, or while they are in the Gym. if your targeting people who are making grocery buying decisions then use pin interest, post recipes there etc.
When it comes to Social media, the keyword here is “ social ” . It is not about just posting messages and pictures and getting a reaction. Do not put thought only on making a statement, but put thought on giving your business a voice. Social Media is not a Billboard. Engage/Create conversations ask and answer questions. Don’t be one of those organizations that treat their social media presence as a billboard. We often see this when a company outsources their social media presence to a local (or overseas) service, who then proceed to post quasi-relevant links, videos and articles without asking or answering questions. Give followers a chance to converse or invite them to create content WITH you.
Even though joining a social network is free, it takes a concentrated effort and dedicated human resources in order to produce results. Be cautious of who you get to represent your brand online. Will hiring your accountant‘s college student son who doesn‘t truly understand your business REALLY portray the best image of your brand? Also… don‘t think that dedicating 3 hours per week of your admin ‘ s time to “ do social media ” is enough either. We are past the basics, market is saturated with brands hopping on the bandwagon, yet only few are seeing real results. Those are the ones who dedicate time and resources to making it happen.
Understand that social media is not an advertising platform, but rather a relationship building medium. This of course takes time, so be prepared for a consistent effort over a longer period. It could be 6 months, it could be a year or longer. One of the most common misconceptions is that you‘re able to get an immediate or quick return as soon as you create a Facebook page. Perhaps… with a substantial promotional budget and a REALLY compelling offer. Rather than immediately assigning a dollar value to each “ like ”, focus on taking the time to develop those relationships organically and ROI will come back to you in spades. As Allan Weiss says, think of the fourth sale first. Let that be your guide to approaching social media. Be in for the long haul.
Before jumping on Twitter, Facebook, Pinterest or any other network, make sure to ask WHY. Each marketing effort should be clearly and logically tied to core business objectives. Are you using this network for customer service, brand awareness or community building? And if so, what does success look like? Having MORE fans or followers is not really a viable metric. Having a more engaged (they comment, reply, like, retweet, share…) community could be. Understand WHY you are on social media and then ask yourself if that reason vibes with a social platform (affinity building vs advertising).