There is no one solution in unconvering the right social media strategy for your business. As outlined in the previous post, you can be a Veruca Salt and outsource the work to a company that will do the social networking for you, you can be a Charlie Bucket who does it completely on his own, or perhaps you may choose to hire an internal employee who already has the know how you desire. Regardless of how you choose to proceed, make sure whoever is working on your social media is leveraging these multi-faceted platforms in the correct way.
Just because the term, "social media" broadly encompasses platforms like Facebook, Twitter and LinkedIn, it does NOT mean that they should all be used in the same way. If you are pushing every one of your daily tweets to your Facebook page, chances are one or more "friend" is not feeling so friendly towards you anymore. Your news feed is not your twitter feed. Posting too much content, or not posting enough, will ultimately make your pages seem obsolete and unreliable.
Before you make the mistake of tweeting for tweet sake, or posting content on Facebook that is destined to be filed under "hidden from newsfeed," it's important you:
1. Come up with a succinct strategy that defines desired results.
There are really only a few options here. You want to increase your brand awareness and company visibility. You want to offer support to your customers via these platforms answering questions and building loyatly. You want to drive sales and inform customers of promotions and the latest happenings they can take advantage of. If you don't know which option is best for you, don't engage in social media until you do. It's a waste of your time and you won't see the results you are looking for.
2. Personalize your profile.
While it is important to understand the difference between a personal page and a business page, you still want to project the image that you are relatable. Of course you want to share a few best practice tips, relevant industry articles, and links that will lead back to your website. You also want to show that you are a real person who does real things. Ask an engaging question or ask fans to post their own pictures on your wall. Share what matters to you. The key to successful social media usage is engagement, and no one wants to continually engage with someone who they know nothing about.
3. Efficiently manage your time.
Create a calendar of how you are going to manage your posts and tweets. Decide the best number for your business. There is no magical number, although there are helpful statistics out there that will help you decide this. Speaking of statistics, take advantage of tools and apps that will analyze your progress. There are great tools out there that will help you understand your audience, and how to increase it. Our CT Web Design firm uses Hubspot, for example. Among many other things, it's a great tool that allows you to schedule your posts ahead of time, manage your content, and gives you detailed reports on your social media engagement.
4. Get creative.
It's easy to get lost and overlooked in the sea of businesses using social media. You want to try and stand out as much as you can by developing unique ideas and topics to post about. Perhaps you may consider running a contest, or creating interesting content for "fans only." Whatever you choose, make it fun and creative and your fans will remember to come back. Don't forget that all platforms have different rules however, and they may also vary by state. Do your research beforehand.
Whether you are currently involved in the social media sphere or are just now deciding to enter the big, beautiful world of tweeting and "liking," it is in your company's best interest to have a plan of attack. Still confused on how to get on the right track? Click here to learn more.