Having a Social Media Strategy can boost your online business. A successful strategy includes knowing what to post, how much to post, and when to post it. More than this, you also need to know where – that is, which channels to use to best get your message across. Let’s look at this in a bit more detail.
Social Media Strategy – Choosing Your Networks
The first step is deciding which networks best suit the needs of your online business. While it is possible to have many different social channels or networks, this takes time and effort. Rather than having 5 or even 10 neglected social networks, rather focus on 2 (at most 3) and make them successful.
You’ll want to choose the ones that work best with what you do. Facebook is a good option, simply because of it’s popularity, which makes it easier for people to find and communicate with you. But, given the nature of Facebook, people may not always see your posts.
Twitter is another good choice. It’s popular and your tweets will be delivered to your followers’ Twitter feeds. But you need to Tweet often or you run the risk of being overlooked amongst all the other Tweets.
LinkedIn is a useful network with more of a focus on recruitment. Personal or business profiles, and growing your network, can help you expand your reach.
Pinterest is a great visual resource, as is Instagram. And there are plenty of other social media networks that you could expand to. While each network comes with it’s own benefits, choosing from the more popular channels can help you build a larger following.
While you may be tempted to simply post about your own business, products and services, you need to remember that social media is, well, social. Your followers may be interested in your business and what you have to offer. But they’re also interested in what you have to say.
In other words, having an opinion in your industry, sharing relevant content and ideas and engaging with your audience makes for better social content. Self-promotional posts should definitely be a part of your schedule, but so should non-self-promotional posts.
Your business will benefit from building a social community – but you won’t do this if all you talk about is yourself. Your content should be a happy mix of interactive, educational and promotional posts.
Deciding how much and how often you post is an important factor in your Social Media Strategy.
For Facebook and Twitter, for example, shorter is generally better when it comes to the length of your posts. Of course there are exceptions to this, especially for Facebook. But using lengthy content on Facebook is counterproductive when you could rather use a compelling one-liner to entice your followers to click through to your site.
Regular posting is also a must. But again, this depends on the social networks you’re using. 3-10 times a week is a good number for Facebook – more than this and you may start to annoy your followers. But Twitter is different. Here you can get away with posting 3 or more times a day.
The time of day, depending on your audience, can also factor into the equation. You may get a better response from posting on Facebook at the start of the day or on the weekend, whereas your Twitter followers may respond better around lunchtime. This is part of getting to know your followers and giving them what they’re looking for.
Your Social Media Strategy Goal
There are two main goals of using social media. The first, as mentioned, is to be social. To build a following and a community around your business. To do this you need to provide useful information and the opportunity for social interaction.
The other goal is to grow your business. Part of accomplishing this is through social interaction and becoming a brand that people know and like (pun intended). But you also need to drive traffic to your site. Using your blog content on your social media channels, running promotions, and keeping your followers up-to-date can help you with this.