I was told once a long time ago “to understand how to do something well – you need to understand what good looks like” and she was right. Only when you know “what good looks like” can you put a structured plan in place to help you achieve it. So in this week’s article, we’re going to introduce you to what good looks like in the world of social media and give you the opportunity to understand where your business sits on the social media scale.
Goals and Channel Integration
One of the first things to note about social media, is that it’s not just about posting messages and following people. If you’re going to do social media well, you first need to understand why you’re doing it and what you want to achieve from it.
Social media is part of the customer journey. A person finds and follows your company on social media, then they see an interesting post from you and click on it to get to your website. Next (hopefully) you’ve got some kind of call to action or sign-up form and from there (if you’re really good) not only will you receive an enquiry or sale, but your visitor will also be fed into your e-newsletter list or a set of automated mailers. By putting this structure in place, it helps you to understand what posts are good for social media and what posts aren’t so good. Having an endless stream of links to articles on other websites for example (as many organisations do) is not going to add any value to your business.
The next key point in this article is that social media is a 2-way communication platform. That means you need to be encouraging conversations and watching for and responding to your followers if they decide to communicate with you. If you’re really good – you’ll be actively searching the social media world for mentions of your organisation and proactively involving yourself in those conversations.
Put your hands up if you have a 1-year content plan in place… anyone? What about 6 months… or even 3 months? Ok – 1 month?
The chances are, when you think of social media, you think of short posts and images – but the reality is that the majority (and most successful) of posts contain links to articles. If you’re not writing your own blog / regular article – then your only option is to post links to articles on other websites and that immediately throws your highly effective customer journey out of the window.
Devising and creating regular content is critical to the success of your social media. The further you plan your content in advance, the more strategic it can become and the more valuable it will be to your organisation.
Paid Social Media Advertising
If we think back to the customer journey – perhaps the most critical part of it is to make sure you get found in the first place and that’s where paid social media advertising comes in. Social media advertising is hugely powerful, allowing you to target specific age groups, interests, geographical locations and even times of the day. Not only that, but you can set goals tied into your advertising. Do you want to acquire more followers, increase web traffic, get app downloads or increase newsletter sign-ups? Anything is possible. Here at Business Hands, we put a strong emphasis on social media paid advertising because we believe it offers better targeting options, better results and better value than traditional PPC (pay per click) methods through platforms like Google AdWords.
Lastly and probably the least practiced – evaluation is the most value-add part of the social media journey. Let’s equate being a social media manager to a farmer. To get a high yield from your social media you need to invest in the right tools, you’ll need to try different strategies, you’ll need to nurture your crop (your community) and you’ll need to measure and evaluate everything you do. With the right technology in place, it very quickly becomes clear what is working and what is not and as time goes on you can fine tune your social media feeds to maximise audience engagement, drive website traffic and most importantly – increase sales.
We hope you’ve enjoyed this high level introduction into what good social media looks like. You’ll find a helpful graphic below to help you plan to take your social media to the next level and obviously we’d love to help you achieve that.
Business Hands offers fully tailored content, social media and email marketing packages for every size of business at very competitive prices. To find out how we can help your business, contact us today on 0207 458 4788.
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