There is no reason being on social media just because you should be there; you will have to set a specific goal in your mind so you can have a starting point. Are you trying to get your brand noticed and raise awareness, hear what your customers have to say about your products/services, get more sales, or just promote a brand new product you have launched?
Understand what you wish to accomplish
Jordan Stone, head of social media at Vodafone UK, says: “Be clear about what you are using social media for. There is no single way, but you need to define what you want to achieve and then really focus on a plan.
“There is no shortage of things you can measure on social media – a like, a retweet, a reaction, an engagement rate – but if you are not clear what you are trying to achieve, you could end up measuring the wrong thing.”
Listen as well as talk
Social media was created to create conversations – so don’t make it a monologue. You need to pay attention to the people that you are engaging with. Make sure to pay attention to people’s interactions with your pages and acknowledge them as well respond quickly and carefully to their inquiries and issues.
Don’t spread yourself too thin
Don’t try to be all over the place and have all the social media available – each platform offers great opportunities for growth and they vary from each other. Master one or two that are the best to target your audience before you try adding more social media to the list. Stone says: “If you try to be everywhere, you will water down your resources and end up not doing anything effectively.”
Set up a schedule and get the pace right
You will need to maintain a regular presence everywhere you are, but one great post a day can be far more effective than endless mediocre content. Stone says: “It is about quality rather than quantity. The number of times you post a day matters less than what you are posting and who you are targeting it at. Even a single tweet needs to be carefully crafted in the right brand tone of voice.”
The best way to make your posts different from what everyone else is doing and look good at the same time, can be done either with high-quality images or by using videos. Get your creatiness running and recognize what all the social media platforms are prioritizing images and video.
Don’t over obsess over caching likes
It might feel amazing to be popular (and feel incredible and you have surely accomplished something) but the likes and followers are a very basic way of monitoring how effective your social media campaigns are. Stone says: “Engagement rates are just part of the mix, they are not ends in themselves. They need to serve one of the wider objectives you are setting.”
You are able to generate a lot of value by paying for “targeted” posts – where you pay Facebook, Twitter or Instagram to use their data and make sure your posts are seen by specific people who might be looking for businesses like you. You can for example target people in certain locations, or a specific age or some who have specific interests or hobbies to the target groups you are looking for in order to make more sales. You can always use an expert to help you jumpstart your campaigns and think you might want to think hard before you choose the one you wish to speak to.
Think of Mobile Users
Social media sites are mainly being accessed from smartphone devices rather thn computers, so make sure that your posts will still work the same high quality on small devices along with the users that might be on a different device.
It takes time and patience to build a strong social media presence. Unfortunately, it doesn’t happen overnight – Be Committed, Have a Plan, and it will work for you too!