One reason many businesses haven’t jumped on the SoMe bandwagon is social media management. Many are afraid that they won’t be able to control their online reputation. Or, they don’t have the bandwidth to manage and measure all the platforms necessary to draw potential prospects to their Website. For those businesses ready to make the leap, here are 8 things you need to know before you begin:
1. Audience, Audience, Audience
Ask yourself who is the person that will use/buy my services. How old are they? Typically men or women? What do they like to do? The answers to all these questions will help zero in on how you’ll set up your social media management strategy. It will also indicate which platforms most likely to drive new and repeat business. Knowing your audience also affects the language you use. Is your target more formal and not used to using SoMe? Then LinkedIn will be a better place to start the conversation. If your target audience is a consumer (versus B2B) and they tend to be casual and chatty… then Twitter and Facebook are logical choices.
2. Stay on Message
If you’re talking about legal services and the issues you solve, then you’re probably won’t be sharing information about the hottest nightclubs or how to make money off Twitter. If your business profile doesn’t match the content, then it creates a credibility and relevance problem. Don’t be afraid to give away information and advice. Most people appreciate being educated. Where they need help is in implementing or acting upon that information. That’s where your value proposition kicks in.
3. Hiring a Social Media Manager
If you’ve hired a newbie to your organization to manage your SoMe efforts, be sure to train them. Duh, huh? You’d be surprised that many businesses forget the basics. Your social media manager needs to be acutely aware of your brand, its voice (e.g., friendly, hip, snarky) and where to find content. Give them a foundation beyond the new employee handbook and the company’s intranet. If your company is large enough to have multiple administrators on SoMe, be sure efforts are coordinated so online conversations don’t become muddled.
On the edge of your seat? Good! That’s social media management in action.
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