Social Media is not a one size fits all approach

Share

Social media has emerged as a powerful marketing tool and in today’s digital driven world, your business needs to be in the social space.  However, social media for business is not a “one size fits all” approach.  Your customers go to social media for different things at different times and it is critical that you navigate through these waters to identify which is the right space for your business.

Every day it feels as if a new social media platform is being introduced to the market but that is not to say that each of these is the right fit for your brand.  Understanding what each platform has to offer and what audience they attract is key to identifying the right platform for your brand.

Let’s take a look at what each has to offer for your business:

Facebook: The most popular of the bunch, Facebook is a great tool for engaging with customers through posts, stories, photos and articles. Building a Fan page is a great forum for conversation but this tool is no longer simply a “free” option. Facebook offers many advertising options to acquire fans, reach and engage them and these options are necessary in having an effective fan page that will grow over time.

Twitter:  The very premise of Twitter is based on bite size conversations. With only 140 characters to say your peace.  Twitter provides a forum for real conversation. Used correctly and consistently you can connect with your audience and your customers and build true engagement.

Instagram: One of the fastest growing platforms with over 400 million monthly users, the once trendy IOS only app is now a mainstream staple in the social media world. Based on photos, editing and filters, Instagram is an incredibly popular visual tool that allows you to connect with your customers through photos, product images, behind the scenes and more. Its users expect creativity and quality photos so try to avoid stock photography and standard product images.

Pinterest: Classically known for its array of recipes, crafts and outfits, Pinterest has emerged on the scene as one of the most powerful Social Media platforms. For businesses in retail, fashion and service industries Pinterest provides a “scrapbook” approach that allows you to show off your product lines and entice your customers through beautiful images that link back to your site where they can purchase those picture perfect products.

LinkedIn: As the only truly B2B platform LinkedIn has created an online networking event that you can join as often as you please. LinkedIn allows you to connect with your customers, colleagues and associates while generating new leads through posts, ads and sponsored updates.

Periscope: The newest player in the social media game is Periscope.  It’s “in the moment” approach offers users a chance to engage with your business in real time. The very essence of social media is about connection and Periscope has created a space where your brand can share live updates, Q&A’s, behind the scenes and more simply by logging in and hitting “start broadcast”. There is no need for a fancy video production or a rehearsed performance. You can be yourself and interact with your customers in real time.

Your business model and consumer base should dictate which social media channels your business chooses to appear on. It is more important that you are consistent and authentic with your online voice,  than it is to be on all channels and only somewhat engaged.   Do your homework, feel out the various platforms and create a strategy that you can successfully stick to.

 

3 Ways To Simplify Your Social Media

Travel Trailer Camping
Share

By now you know your brand needs to be on social media. You also know that its not enough to just be “on” social media.  The question most often asked is “how as a business owner can I find the time to do social right”.  The answer is, social media does not have to be stressful, it is something that can be managed and organized in a way that will not only work but show you a clear ROI.

3 simple tips to simplify your social media:

Strategize

Before you jump in the social game, take the time to build a social strategy.  Define who your brand is and research which platforms best suit your brand.  If you are a fashion designer for example, you need to be spending your time posting images and creating boards on pinterest. This strategy however would not work as well for an accountant.  Understanding where your customers spend their time is key in planning where you will reach them.  Once you have chosen your platforms work on a strategy for how and when you will post.

Things to consider:

  1. What content is relevant to your customers?
  2. What expertise can you share with your customers. Always be thinking of the takeaway.
  3. How many platforms fit your brand?
  4. How much time per week can you devote to Social Media?

Schedule

Your time is best spent running your business and managing your social media can be a full time job.   I have always been a firm believer in real time marketing, be present, be engaging and be in the moment.  The beauty of scheduling is you can now do both! Tools such as Hootsuite & Tweetdeck  make scheduling your tweets and posts quick and simple. You can even schedule the exact same posts to appear on multiple networks simultaneously. The key to scheduling is to set aside time each week to work on your social content for the upcoming week. Once the hard part is done the scheduling is quick and can be done in under an hour.

The key to scheduling is to not become complacent.  Social Media is a 2 way street and your success relies on the engagement with your followers.  Take time each day to respond, share and chat with those who took the time to engage with your scheduled posts.

Outsource

When people think of outsourcing their first feeling is often one of losing control.  Outsourcing your social media does not mean you have to lose your online voice, in fact when done properly it is the perfect solution and one that allows you to continue doing what you do best…running your business.  A good community manager does not take over your voice, they in fact become an extension of your brand.  A seamless voice that works harmoniously with you to create the online presence you envisioned without the daily worry of taking it all on your own.  The cost of outsourcing may seem daunting for a small business but think about where you time is best spent and most valuable.  Most community mangers work remotely and simply need a laptop and smart phone.  Strategy sessions and check ins can be done via skype and held once a week. Your best investment to a successful social strategy is to have the right person managing it while still allowing you to run your business.

Social Media is here to stay and is changing rapidly with each new app and platform that enters the market.   With the right strategy and systems in place you can build a successful social media presence for your brand, while still concentrating on your business.