A poorly managed social media platform is like viewing a brand through a dirty shopping window in a deserted shopping mall.
Eek! But how on earth do we possibly keep up with the latest Social Media hypes? Snapchat, Youtube, Twitter, Facebook, Instagram, LinkedIn, TikTok and not to mention all the new features that keep popping up. Just when you thought you worked out how to post a story on Insta, you are presented with the reel (a new way to record 15-second clips set to music on Instagram, similar to TikTok). Although perhaps overwhelming and at times daunting (who hasn't felt the urge to delete that Facebook icon every so often?), the new developments around (live) video and voice (recognition) are here to stay and they are rapidly expanding and changing the way we communicate, search and navigate our way online. Digital changes are exciting and empowering for your brand and business, if they are handled right. Before we get into the 5 steps to get a handle your Social Media it is good to remember what Social Media can do for your brand (I hear you think why should I even bother?). Social Media is about increasing awareness, building engagement, growing brand reputation, improving customers service, developing trust and authority and driving traffic to a destination (your website for example or a landing page) . Your customers on the other hand follow you because they are interested in your brand/service, discounts, giveaways, coupons, product info, events, company info and launches. Follow these 5 easy steps to get a handle on all things social media:
1. Simplify and specify: Every social media professional will tell you that even for a seasoned expert it is time that is the consuming factor in managing quality social media platforms. And we all know that time = money. Therefore, be specific, invest where your customers are spending their time: fish where to fish are so to speak. Demographics are easy to find for all Social Media platforms and can help you to select which platform will be most effective for you. Youtube, Facebook and Instagram are the biggest, but it doesn't mean that LinkedIn or Twitter can't do wonders. 2. Consistency & quality: Tuning out 10 posts in one day each month does not have the same effect as two quality posts in a week. Mix it up with a small dose of daily communications with your followers (follow, like and engage in shared networks) and you will slowly start reaping the rewards. Always choose quality over quantity. 3. Schedule & plan: Create a timeline and content schedule so you can plan, create and schedule ahead to avoid last minute stresses and poor engagements. If you work with a team make sure everyone is on board with your Social Media policy (outlining brand guidelines and responsibilities to avoid reputation damage). 4. Add value: The four purposes of Social media are: inform, analyse, assist and entertain. Always check if you have 'added something' in your communication; it could be a simple call to action, a freebee, a tip or a laugh. A post to simply fill up a timeline with no added value is going to fall flat. A valuable post (shared and liked) is going places.
5. Content & copy: The main reason why people stop following a brand is due to content issues. Irrelevant, unappealing or excessive content are a deal breaker. If you struggle to create your own content, either hire a content creator or look into mixing things up with content curation: simply filter through all the interesting content across the web and share the best news, articles, videos and infographics on your social channels.
A final note: Social Media is your community not your (primary) market place. It is part of a bigger picture and works in conjunction with other channels as part of an integrated marketing strategy. 90% of online customers take ‘micro actions’ (small steps like watching a video, reading a blog or sharing a post) highlighting their interest. These micro actions are very important in order to understand our customers' needs and desires because they ultimately can lead to a ‘macro conversion' (sale!).
Getting the balance right between the selected channels is an ongoing journey of measuring, adjusting and fine tuning. Flexibility is the key to performance and success. And although Social Media's buzzword is 'instant', the reality is like any good relationship, it doesn't happen overnight and without ongoing commitment.
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