Social media has changed the way we connect, communicate and educate. It has raised us to a new level where time and distance boundaries do not pose the same challenges as before.
Businesses everywhere are stepping up to the challenge in creating strategies and processes so they can engage with their current and potential customers online and on social and to interact, respond to and meet their needs.
Here are 10 key actions to consider while building your business social media strategy:
1. Know Your Target Market
Pinterest, Twitter, LinkedIn and Facebook are all very different platforms and each has a specific demographic most likely to engage. Just as you would do with traditional marketing, you need to what your target customer really looks like. Don’t chase the exceptions to the rule–look for the commonalities in your core customers. Once you know who you’re trying to talk to, do the research to see what social media platforms they are on and be there!
2. Create Content With Purpose
Carefully consider the message and goal of every post or tweet before putting it out there. Do you want to drive more buzz about a specific new product? Are you trying to educate people about your business in away that would interest them? Be sure the words you put out there support the end-result you are seeking.
3. You’ve Got Analytics–Use ‘Em
Analytics and research are the foundation for any outstanding social media strategy. If you’re using Facebook, then yes, look at your Facebook Insights to see who you is looking at your page, what time they are on, what types of posts they are engaged with.
Even more importantly, leverage the information you get from Google Analytics to understand what content is making the biggest impact with your audience. Let the statistics and analytics be your guide for what, when, where and how you post content.
4. Target Across Multiple Platforms
Facebook is the big guy in many areas. For businesses, most of their “socially” savvy consumers are in that space. But the companies that are using social media to its greatest potential are expanding their presence to multiple platforms. Look to see if there are secondary platforms you could create a presence on to increase your influence.
5. Stay Fresh
The same old same old gets really boring, especially in the world of social media where engagement and content is key. Don’t just stick with the same old “LIKE if you agree” format on Facebook or tweet with a caption on Twitter. The best strategy for social media is mixing up your tactics. Try new things and analyze afterwards what the reaction was.
When setting up accounts on different social media networks, make sure your logo, color scheme, fonts and graphics are consistent.
You want to ensure that no matter where people connect with you, your personal brand is easily identifiable.
6. Keep Consistant Across Platforms
You want to be sure that no matter where people are encountering your brand, they can easily recognize it. Keep your graphics, fonts, logo and color pallets consistent everywhere.
7. Have A Conversation
If you’re lucky enough to capture the attention of the audience you’re seeking, make sure you’re there to engage them! Respond to comments–yes, even the negative ones. In today’s society of constant contact, even the angry customers just want to be heard. You would be amazed at how easily you can turn a hater in to a brad ambassador just but treating them as a person, not a LIKE or a Follower.
The purpose of social media for your business is not just to have a presence, it’s to show the human side of the business and express personality. There is no way you can do this if you ignore the people that are engaging with you.
8. Don’t Sell All The Time: Follow the 70/30 Rule
Social media is personable. Each person on a particular platform gets to customize it in ways that suit his or her interests best. If you want to gain and keep the attention of current and potential customers, follow the 70/30 rule. At least 70% of the time, your posts should have engaging content and let the other 30% (or less) of your posts be the promotional ones.
So what does “engaging” content mean on social media? Use the 70% of your posts to give content to your followers that is intriguing, useful and fun–stuff they would seek out on their own. This allows your audience to feel as though they are engaging in a conversation rather than being sold every time your business posts something.
By following this rule, when you do actually post something that is promotional, your followers are far more likely to value that information.
9. Stay Current, Stay Relevant
Keep your finger on the pulse of what’s trending socially and in news in general, especially the topics relevant to your target customers. When you appear out-of-touch or feed “old information” to your fan base, you’ll lose their attention quickly.
10. Never Assume You’ve Got It Masters–Stay A Constant Student
Never assume you’ve mastered this stuff. The moment you put it on auto-pilot is the moment you lose relevance. Social Media is fluid so your strategy has to also remain ever-changing and flexible.
Don’t be afraid to try something and fail. Don’t be afraid to put yourself out there–it’s what social is all about. And absolutely, most definitely, don’t be afraid of change!