How to get social media right for your business
There are a million social media channels out there, and it’s important to pick the right ones for your business. Before you leap into creating Facebook pages and other accounts, there are a few things I recommend thinking through first:
What do I want to achieve with social media?
One of the most common mistakes businesses make is building a community (online or email) without planning what to do once they have it. Knowing what to do once you have that engaged group of customers is critical. Create a plan for your community, one that will engage them, add value and meet their needs. Focus on growing the community, not advertising your brand.
What channels are your customers using and what will add value to them?
Hard truth time: Not all customers want to hang out on Facebook with you, it’s true. Think about how many brands and businesses you follow, let alone interact with, on Facebook. Get to know your customer personas (who are they, what do they like, what will help them) think about what channels they might be using (LinkedIn, Facebook, Instagram, Twitter, Snapchat…) then match that against your business values (you’re an educator, a thought leader, a specialist, a discount store)
How much staff resource or financial investment do I have to put in?
Social media isn’t something to dip into lightly. Once you’re in, the channel needs constant monitoring, measurement and upkeep with conversation and content in order for it to work. Do you have the capability and capacity in-house to handle this? Or is it something you want to outsource?
Social media is just a piece of your online marketing puzzle. Your tone of voice should match all the other activity you do and communicate your business values clearly. Done well, it can drive your retention and advocacy numbers up and help create sales. Research your audience, be true to your business values and then plan, plan, plan.