Before any business decides to throw its hat in the social media ring, it must first be well aware of the work involved in developing an effective social media strategy. If properly executed, social media can be a powerful, cost efficient marketing vehicle to connect with your customers, build your brand and grow your client base. Organization should consider that once a social media program is undertaken, it becomes a project that must be attended to on a regular basis to maximize results. Just as you work at your relationships away from the office so must you invest the time and effort to grow your on-line community. Before you begin, it would be suggested that you reflect upon these 5 key questions.
1. Who will manage your social media accounts?
The number one issue companies always bring up is that they don’t have the time to properly manage their social media platforms. A small business usually does not have a dedicated marketing director to properly manage several accounts. Creating content and regularly posting it online will likely be an added responsibility for someone in your organization. Time constraints are not the only considerations. Do you have staff who have the ability to properly reflect your brands, products and services? Do they have the skills to convert the negative online opinions of a disgruntled customer into one of your most fervent positive brand ambassadors? Are you prepared to take on the responsibility internally? Or, should you outsource the responsibility to run your social media? Outsourcing can often be cost efficient and highly effective given the right agency fit. For my thoughts on this, please visit my blog entitled Social Media Management: In House Resource vs. Social Media Agency, by clicking on this link: http://bit.ly/CytrynBlog3 (LINK TO THE BLOG)
2. Are your customers using social media…and where can you find them?
There are 7 billion people in the world and 1.3 billion of them are using Facebook. Your demographic is most certainly using social media to communicate with friends and family. But you’ve still got to cut through the clutter and find the platform that best suits your needs. Younger demographics are traditionally using Twitter and Instagram while an older customers can be found on Facebook. For business to business products and services, try LinkedIn. Consumers who are mostly female and interested in crafts, food, and fashion can be found on Pinterest.
3. Where will you drive your social media traffic?
As a businessperson your ultimate goal would be to grow your market share, revenues and profitability. By building your brand and driving customers to your website you can monetize social media by generating sales leads, increasing your client base or selling product on an e-commerce website. Your company is likely well represented by your website, but please also ensure that there is no disconnect between the look and tone of your social media platforms, and the presence that you have established on your website.
4. How will you track ROI?
As with any marketing program, you will want to establish the value of your social media programs. There are a host of specialized tools such as Google analytics, Facebook insights, Bitly links (and more) that offer a myriad of metrics where you can track your engagement and interest of your customers. By using specific promo-codes that can be associated with particular online posts, you can learn the type of content that appeals to your community and create similar content based on your community’s interests. You can learn definitively who your audience is, connect with them, and build very tangible lead generating lists that can be leveraged to your advantage.
5. Is there synergy between your overall marketing plan and social media?
Don’t stop doing what you’re doing. You’ve been successful with your existing marketing strategies & vehicles. No need to reinvent the wheel; social media should complement and work in conjunction with your existing marketing strategies.
Social media can help grow your business. However, if you don’t take it seriously or execute it properly it can hurt you more than help you. Common mistakes that be costly include content that isn’t updated, a lack of community, an absence of prospect and customer engagement and comments left unattended.
Conclusion
Considering the 5 questions above will assist you in determining how social media can be right for your business, and perhaps help you decide upon evaluating a trial program conceived and implemented for your company by an outsourced expert! My name is Jerry Cytryn.