Our Tips for Social Media Success
Tip #1: Have A Plan
Social media is not just about being online and having a presence, you need goals of how your business will benefit from the time you’re investing in the social media space. Then you can take those goals and work to create a plan based on where you currently are on social and where you want to be. This way you and your social media advisor or team member knows what success looks like.
Tip #2: Measure 3-5 Key Metrics
If your social media person isn’t reporting on analytics for how what you are posting is tracking according to those goals you set in the above step, this is a problem. Yes you can track more than likes and hearts and shares on social media. Not every metric you pick has to be tied to a business goal. I like to include the engagement that posts are getting (so comments, shares, etc) so that you can identify the content that is connecting most with your online community. Sometimes it can be surprising what your audience likes best and it can help you determine what content to share in future posts.
Tip #3: Hire Based On Experience
I have heard from some businesses that they picked a social media team member or consultant because they were young so they’ve grown up with social media. While it is true that younger people could have grown up personally using social media longer. Using social media personally vs for a business is a whole different arena. There are more restrictions to what you can do and more consequences if you fail to follow them. I’ve seen businesses removed from Facebook because they did something against the rules that they didn’t realize even was a rule. Make sure you ask what someone’s experience is using social media for a business when looking for someone to help you out.
Tip #4: Don’t Pay Per Post
When you are hiring an outside consultant or manager for your social media strategy and content, if they charge you per post that is not best practice. While you may hear often about how you need to post 5 times a day or every hour or any other amount, at the end of the day it has to be quality content. The number of posts is not nearly as important as sharing content others want.
Quality over quantity is so important, there is no shortage of information online, I’m sure you know that. What there is a shortage of is quality content, helpful, informative, entertaining and interesting content. So stand out not because you’re always posting but because you are posting content people want to consume and share.
Tip #5: Integrate Social Media
Social media is involved in many aspects of your business it isn’t just a marketing channel, it’s a customer service line, it’s your brand voice to the online world, it’s a salesperson. Your social media advisor should know anyone in your company whose role would fall into those areas so they can reach out if things come up online and know who they need to involve so situations are addressed in a timely manner.
The social media world is huge there are billions of people using social media networks, and that is why your business likely needs a presence there is because it’s where your customers are. When TV first came out advertisers were not excited about it, they now had to go from radio ads where it was just voice and words to put together to video. There was a big difference in what it took to produce a TV ad as opposed to radio, and while some advertisers resisted at first, eventually more eyes went to TV which meant that advertising agencies had to move their content there too because you need to spend time where your customers are.
There is a crazy statistic from Chet Holmes when they looked at the buyer pyramid that says only 3% of your potential buyers are actively looking for your product or service right now. 6-7% of people are open to your product or service, 30% are not thinking about it, another 30% don’t think they need it and the last 30% are not interested. This is why we can’t wait for people to find your business on their own, most don’t even know they need you and what you offer, only 3% of your audience is actively looking. Social media provides a very effective way to get in front of those people who are not actively looking for you but that might be open to your business or may not yet know how you can help them.
If you want to talk further about how social media can work effectively for your business to grow it to the goals and dreams you have for it. I’d love to talk with you to see how social media can help you achieve those goals and do so efficiently and effectively so you are able to spend more time doing what you love.