There are currently 3,499,000 active social media users online right now. Social media is the new way word of mouth travels.
Everyone has an online brand. It’s a matter of if you choose to control it or let others control it for you.
It’s vital to have a hold on your social media presence if you want your brand messaging to be clear and consistent.
Here are ten fixes that will improve your brand’s social media presence now.
Know Your Buyer Personas
If you don’t know who you’re speaking to, how will you ever get the right message across?
Understanding the core types of people you want to reach, and where they are at in their buyer’s journey will better help you give them what they want.
Align Your Strategy with Your Business Goals
Social media doesn’t have to just serve the digital marketing department. Social media can promote your company culture and assist human resources and recruiting. It can aid sales and complement public relations.
Your brand messaging doesn’t stop at one department, right? Your social media strategy shouldn’t either.
The most successful campaigns are completely embedded in a company’s goals.
Set The Intention To Serve Your Community, Not Promote Yourself
People want to speak to other people online, not a business.
You don’t always need to be the center of the conversation for social media to “work.” You want to shift your focus to adding to the conversation instead. Build content that answers the questions your audience is asking.
A general rule of thumb is the 80/20 rule. Only 20 percent of your content should be promotional. The other 80 percent should be content that interests your audience.
Don’t be afraid to have a personality and be conversational.
Engage, Monitor and Listen
Social media isn’t only about getting what you have to say out there. The best way to get authority is to listen, monitor, and engage more.
Listening is all about watching the conversations. It’s about figuring out what people are saying. What they’re talking about. And using that information to find leads, influencers, and get new ideas.
Monitoring is about watching the conversations happening about your industry and your product. Then engaging those conversations.
Follow hashtag streams that are relevant to your industry. Track competitors. Follow influencers.
Take some time for monitoring and engagement daily. Set aside time for listening monthly.
Write for Each Social Network
All social media networks are not the same. They have different audiences and communication techniques.
LinkedIn is a great platform for connecting to your industry and building thought leadership. Where Twitter is where to go to connect with members of the media and engage with news.
Since Instagram is a visual platform, you want to make sure the images you’re sharing are of high quality. Not an after-thought image you’re only sharing because it’s what you shared on another network.
Build A Strong Social Media Presence with Curated Content
Curated content is a great solution for all businesses, but especially small teams. It’s the idea of sharing other people’s content.
But not just any content. This can be beneficial for organizations that lack a graphics team who struggle to make multimedia content like videos and infographics. Instead of stressing about making your own, or pushing out an asset that isn’t 100% on-point with your brand.
You want to share content from influencers who have mastered the audience you’re seeking out. By crediting the original creator of the content (by tagging), you will get noticed by their followers.
Associating yourself with respected and credible authorities will further boost your authority.
Diversify Your Content A Mix of Content
Your social media strategy should be a mix of real-time and scheduled content. It should also be a mix of different content mediums.
Here are some examples of different types of content you can create and share:
- Email Newsletters
- Day in the Life Of Post
- Opinion Post
- White Page
- Press Release
- User-Generated Content
Track the Right Metrics
Many businesses get hung-up tracking vanity metrics. Not the metrics that actually provide actionable feedback.
It comes down to wanting your business to be popular or profitable on social media? A small one-percent of social media users are “influencers” with millions of followers.
Any size company can create a loyal strong community online.
Having a small group of followers who are in your target audience will better serve you than having thousands of “fake” followers.
Followers and likes tell us little about how content is performing. Metrics like these are known as vanity metrics.
Some of the key performance indicators (KPIs) you’ll want to track are: click-through rates, reach and impressions, number of mentions, response rate, and sentiment.
There are other KPIs that can be smart to track too. It’s important to choose KPIs that align with your overarching social and business goals. Track these same metrics in monthly or quarterly reports.
While there some basic rules-of-thumb to follow, one size doesn’t fit all. Every audience and every industry is different.
It’s important to experiment with things like the timing of your posts. Different types of content and frequency to figure out what works.
Have an ongoing social media strategy, but also run campaigns.
Be Consistent, Start Small, Stay Focused
Know that building a successful social media presence takes time. It’s not something that’s going to happen overnight.
True success takes a team effort and support from all levels of command at a business.
Ready to commit to social media?
Still, think you need a little help?
If a marketing agency seems like too much. You’re unsure how to choose a qualified freelancer and don’t have the time to do it yourself — give BUZZ a shot! We specialize in serving small businesses with the credibility of an agency, at a freelancer price.