Social media can be a great asset to a business or it can be a disaster zone as some people have discovered. For social media to work we have to have a strategy and we have to stick to it.
We need to ask ourselves what we are doing on each medium. Who uses that network and why are they there? Do we want to connect with potential customers, with suppliers or with journalists for instance? Where do they hang out? What do they want to know and how will they find that information?
Develop your social media strategy.
Once we know who we want to talk to and what they want to know we can develop our strategy:
- Which networks should we be using?
- Should we have a separate account for business or combine with our personal presence?
- How often should we post?
- What should we post?
- When should we post?
- What should we share or re-tweet?
- What should we include in our profile?
- How many pages should we have and what should be on them?
- What language will we use or what tone of voice will we adopt?
Look at your page as a prospect would.
If someone is visiting your page for the first time what will they think?
- Will they understand what you do?
- Will they like you?
- Will they respect you?
- Will they trust you?
- Will they find you credible?
- Will they see you as someone they want to associate with or to know more about?
- Will they easily be able to find out the answers to their most important questions? This might be your qualifications, your location, your trading hours, your experience, your personality…
- How likely will they be to engage with you? Do you give the impression of someone they would like to talk to?
We can’t be all things to all people and if we try we are likely to mean nothing to anybody! Equally we can’t spend all our lives on social media so we need to be selective. Which networks are best for our business? Which networks should we keep for personal use?
Social media is constantly changing. The major players change their practices so that they can make more money. New players come into the market. So users change their habits. They may change their preferred network. They may visit pages less frequently or at different times. They may change what the way they use social media. We therefore need to keep our social media strategy and practices under constant review so that it works for us rather than against us.
It’s time I took a fresh look at my strategy and refreshed some of my pages. Watch this space for some invitations to join me. Why nor post your own invitations in the comment space here?