Presenting your business in a bright light on social media is a daunting, but important task. Using social media can be very time consuming, but when managed correctly, can be invaluable to a small business (especially with a tight marketing budget).
Here are six tips to make sure you’re getting the most out of social media for your business:
- Choose the Right Social Media Platform(s). Begin by determining your target audience. Once you have a concrete target audience, you can focus your efforts on the specific social media sites that cater closest to them. For example: Jimmy John’s markets heavily to younger people who like things “freaky fast” and want instant gratification. For this reason, they have chosen to have a strong presence on Twitter.
- Avoid Brand Confusion Across Sites. Your brand is one of the most important tools in your marketing kit. The way your business is presented on social media must be coordinated across platforms so as not to cause brand confusion. The message and language used may be tweaked slightly across sites to target the specific audience who uses each site most.
- Handle Negative Remarks Appropriately. Just about every business owner I’ve worked with has been concerned about controlling negative comments. No matter what social media platform you choose, unpleasant remarks can occur. Respond to negative posts and apologize for whatever inconvenience the consumer may have experienced, but do not solve the problem on a public forum. Directly contacting the customer if possible—use direct messaging, texting, or calling them on the phone—will provide you with more information about their complaint and let you better solve the problem.
- Manage Your Time on Social Media. Don’t get distracted by trying to be in too many places at once. Focus your time and efforts where they will be most effective. This means sticking to the one or two platforms that you’ve chosen and working to only create profiles that will be active. Set aside 15 to 30 minutes a day to manage your social media accounts.
- Up Your Engagement Game. Try to focus on more than just your number of followers or likes on a platform. Get to know the flow of the platforms and when your targeted audience may be viewing them. Pay attention to what users say about your business and industry, and work toward an engaging experience with them. Provide relevant and regular posts to keep readers engaged. If using Facebook, be sure to read Facebook’s tips on how their new Newsfeed algorithm works to make sure that your posts are reaching your audience.
- Measure Your Results. Measuring the success of social media interactions can’t be done with traditional ROI metrics. Pay attention to analytics provided by a social media platform. For example, boosted/paid Facebook posts can provide a great deal of information. The number of views might reflect an increase in awareness and the number of click thrus could indicate interest in a product or service. You also want to watch the impressions frequency and reach. At the end of the day, true success will come when social media visitors convert into customers. (that’s a topic for another full post!)
Social media is here to stay and is a wonderful way to share your expertise, services and products as well as learn about your targeted audience. Roll up your sleeves and have fun! But, be sure to bring on an expert when you’re not sure of what to do next.
Natalie Kane contributed to this blog post.