Having a strong social media presence for your business is absolutely vital in this digital age where everyone is online and a great social media presence can truly help to make or break your business. But you can’t just set up a Facebook account for your business and then leave it alone, this won’t work! An effective social media presence means consistent –and quality– posts along with relevant information for your customers. If you feel like your social media presence is lacking, or want to boost it, check out our advice to keep your business on top of social media.
The Two C’s: Commitment and Consistency
To create and maintain an effective social media strategy, your team first needs to plan out an effective roadmap and calendar that contains all planned social media activity for the foreseeable future (i.e. the upcoming quarter, the upcoming year, or whatever time frame works best for your company). You’ll also want to make sure that you have a dedicated team of individuals working on your social media content, which can mean creating a new team or designating an existing group of employees to head up and maintain social media efforts, and then having them commit to your planned strategy, so that there is no room for error (i.e. long period of time where no new content is posted, and so forth!)
In a recent Forbes article on maintaining social media presence, Gina Michnowicz of Union+Webster stated that “if you have a small team, you can establish a light-weight strategy for social media management. If you rotate the responsibility between team members by week, it can be a good way to keep your social media channels active and give team members a fun challenge. You just need to establish your tone up front to make sure you’re consistent on your channel.”
Second, you want to be consistent in the approach with your social media strategy. This means ensuring that you are active on your social media platforms on a regular and consistent basis. A good idea here is to take a look at what your competitors are doing on their social media channels for ideas: monitor their blogs, their posts, and so forth, and ensure that you are producing the same (or better yet, superior!) materials.
In that same article, Kelly Samuel of Qode Media noted that “Many agencies haven’t completely warmed up to the idea of social media being a standalone service for digital marketing. It requires more than a post here and there to have an active community. Create a comprehensive calendar, mapping out which content will be posted when and on which channels, complete with social media copy.”
Be goal oriented and check results often.
When you’re designing your social media strategy, or if you’ve already got one in place, it’s important to remain goal oriented. Develop a social media strategy the lines up with your company goals and then clearly define your metrics for success. What you don’t want to do is dive right into social media without a specific reason and a goal that you are trying to accomplish, because this would be a waste of your time and would most likely not help to positively boost your social media presence! Take some time to think about how a goal oriented approach to your social media strategy will help with things such as brand awareness, customer retention, lead generation and sales, and build your social media strategy forward from those ideas.
You’ll also want to make sure that you’re consistently evaluating and analyzing the goals that you’ve set. So if your goals were to raise brand awareness, increase website traffic, and get higher conversion rates, you need to actively monitor and evaluate how your social media strategy is working to help meet these goals. This means checking your metrics through software like Google Analytics, HubSpot, or something similar. Monitoring and evaluating your goals and KPI’s will help to show you if you social media strategy is working, or if you need to make some tweaks and try again.
Blog often, very often…but stay focused!
It’s this simple: if you want an effective social media strategy, blogging needs to be a big part of your efforts. According to new research study, “80% of people prefer a series of articles versus an advertisement; 70% of people agree that content marketing makes them feel closer to a product or business, while 60% credit content for helping them make better product decisions”.
Indeed, blogging is one of the most effective ways for your company to 1) drive traffic to your site, 2) establish brand identity and awareness, build trust, generate new leads and retain existing customers, keep traffic coming back to you site, and to boost your SEO and organic searches.
It’s equally important to plan out the content of your blogs and content articles so that they are relevant to your customers, and provide a consistent theme or tone. Staying focused is key here. Starr Baker from INK points out that “…business owners will have the most success with social media initiatives if they are very clear with themselves — and thus their audiences — as to their point. Being all things to all people on all platforms is unsustainable. Narrowing in on a topic that can be shared, discussed, and expanded on in both short- and long-form creates a path on which to execute and which audiences can follow.”
So there you have it: commitment and consistency, being goal oriented and checking results, and focused blogging are three big keys to a successful social media strategy at your company. This can be quite a daunting task, especially if you and your team are already busy on a day to day basis running your company! For this reason, it can be very helpful to have a professional team of experts handle all aspects of your social media strategy.
At Hashtag Creative, our team does just that: manages every aspect of your social media presence and strategy. We write, design and schedule your social media posts on Facebook, Twitter, Instagram or LinkedIN. We monitor to keep negative energy away. We also handle your paid media so your social media ads are smart. Our goal is driving traffic down a sales funnel! We also handle your blogging needs and emailing marketing efforts, so that you don’t have to. Reach out to our team today and let us tell you how we can get your social media strategy up and running right away!