It’s a common myth that social media in business and is both easy and free
But we all know that nothing of value comes easy or free. Technology has made it easier (but not easy) for businesses to communicate and market through social media. Twitter, Facebook, Instagram and LinkedIn may have made it more affordable to communicate with key audiences. But whilst using social media in business may at first appear to be easy and free, doing it well is not. Mastering and managing these social media takes time, planning, effort and expertise. These are definitely not free.
People need to scrap the idea that social media is easy and free, and acknowledge these six ingredients for social media success.
- Know your business
Start with the basics and be very clear about your business goals. Consider where you want your business to be in 6, 12 or 18 months. Identify all the different types of products or services you offer and prioritise them in order of importance for your business. Consider who your ideal customers are. Carefully break down the needs of prioritised existing and potential customers by thinking about market segments, customer profiles and their real problems. This information is key in helping you clarify what you say through social media channels.
- Social media is nothing without content
Valuable content is the fuel that drives social media. Social media is a tool that helps you generate conversations, and build relationships and communities around your content. As a business you will offer some kind of expertise that forms the backbone of the products or services you offer. This expertise is your key ingredient for valuable content. Use your knowledge to create content that persuades your audience to take notice of you and believe you have products and services that solve their problems.
- Cohesive communications
Ensure your social media activity integrates with a strong website hub, a content marketing strategy (driven by the information in point 1) and all other communication and marketing channels.
- Inspire your people
Know who will carry out social media activities, how it will be resourced and what support they need to deliver. Do not throw social media at someone who has little understanding of it and no extra resource (such as time and budget) to make it work.
- Tools and systems
Invest time in selecting tools and systems for smart and efficient social media delivery.
If you need help to establish your social media plans or are already using social media but don’t have time to give it your full attention, then let us look after it for you. Contact Us to discuss your needs.