From a business management perspective, you know you should be on social media. Many small businesses start and then stop because it’s time-consuming and often awkward, especially at the beginning. As with any marketing endeavor, determine why it’s part of your digital mix and set realistic goals. Here are a few tips to get started and avoid embarrassing mistakes.
If want to be active on social media but aren’t sure where to start, or why to start, here’s a simple seven-part plan on how to do social properly as a business.
How To Do Social With a 7 Part Plan
- What are you promoting? When you’re thinking how to do social, one of the first things you need to consider is: what is your end goal? Do you want to sell more products? Launch a new brand? Recruit more staff? You need to work this out before you start planning a campaign. If you don’t know what it is, you won’t be able to choose the right content, or even decide which social networks to be posting on.
- What are your goals for the campaign? What do you want to achieve on the social network itself? What does success look like? By establishing measurement goals (and the KPIs to track it), you’ll know if your efforts are working. If it’s brand awareness, you want to see as many shares or likes as possible. If it’s conversions, then you need to track that in your Google Analytics. Whatever your goals, make sure you have a way to attribute traffic and engagement related to the social media platforms you use.
- Who is your target audience? Cultivate the right audience is the key to social media. Who do you want to speak to? We recommend starting slow, choosing one or two mainstream networks and ramping up your profile and the content you share. If you’re a start-up and want to recruit for a software engineer, LinkedIn is the obvious choice. For B2C marketing, Facebook is a better choice. If you’re keen to promote your new brand of sports drink, maybe Instagram is the best option especially if you have related lifestyle imagery.
- What’s the obvious call to action (CTA)? Knowing what do you want your followers to do with your content influences what you post and how you engage. Do you want them to share your content with others (brand/product awareness)? Or do they need to interact with it themselves? Think through the steps they will have to take and make it easy. Often social media directs visitors to a website to take the next step. Having the right landing page with the right CTA impact conversions. Unless it’s a brand campaign, never send visitors to a home page; they are notorious for low conversions. It’s a bit like a building lobby; you don’t stay long. Rather, you find the next place you want to go and navigate accordingly. On the landing page, make it obvious about the benefits. Make it easy to share it.
- Are you adapting to different networks? Different networks have different user types. LinkedIn is the most professionally oriented social network. Blasting the same message across all social media is ill advised. For example, if you write a blog post and want to promote it on Twitter and LinkedIn, the promotional post should be very different for both. This is partly because of the different intentions of the users of each network, but also because you may have people who follow you on both networks. You don’t want them to become desensitized to what you post.
- Can you swap posts if something changes? Ideally, you should try and schedule your posts at least a week in advance. That way you avoid the pressure of having to get content out every day. If you can, try and have a number of posts that can be moved up or down your schedule at will; these are typically non-time sensitive posts. That way if something sudden pops up (like a news event, or a freak heatwave for example) you can be flexible. You’ll also find that some evergreen content does well. Wait and repost 6 months as it will be new to your new followers.
- Identify influencers in your industry and share their content. Another part of being active on social media is finding the right people to follow, share their posts and interact with. This help you learn more about what your industry and competitors are posting, it also gives you ideas for content and opinions to share. If you see a great tweet, why not retweet it to your followers?
How To Do Social Media Properly
These seven tips will help you create regular, relevant content that motivates your followers to share and interact your business. Is there a step you’d add to our list?
How can we help?
Do you think you need someone to teach you how to do social media properly? How often do you post on Facebook or Twitter?
We are Spectrum Group Online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.