A great social media marketing campaign takes a highly skilled social media manager. If you are handling your own business’ social media and not seeing results, you may be missing key components in the process. Here is what you need to know:
Social Media platforms are your online community and learning to manage it means finding out what they want and need. Provide information and answers that include great content and they will begin managing it for you by spreading the word through User Generated Content (UGC) from repeat “sharers” who visit often. Don’t be repetitive or too general. Share bits of valuable information that equate with quality efforts and honest gestures.
Build relationships with colleagues and influencers in your industry. These individuals and businesses want genuine value as well. Offer something they can appreciate or use to encourage reciprocation and trust. Credible business relationships help you reach larger audiences, gain more UGC, and develop your social relevance.
You need the ability to get creative. New ideas have to be constantly flowing. Run a contest, share fun videos, quick tips and tricks, or inspirational quotes and short stories using combinations of text and infographics. Be aware of what your competitors are doing and see how you can do it differently or better.
Use a detailed schedule to organize and maintain the flow of materials. Social media dashboards make it easier to schedule during holidays or special circumstances when thinking ahead is necessary and puts everything on one easily monitored dashboard. If you are successfully marketing, you will need to automate due to an even greater need for content and connections.
Learn about as many new technology platforms as possible in case you find one works better for your business or your customers have gravitated toward it. Be flexible and adapt to your audience. If you are among the first to use a new platform, you will gain the advantage on those who didn’t because you were part of a smaller group of initial choices.
Writing is very important on a business website, blogroll, social media post, or tweet. Headlines are the immediate point of contact and need to pull the reader in swiftly. Online media has to grab attention instantly, hold that appeal, and be skimmed in order to determine value. Short paragraphs, bullet lists, and strategically placed images keep the eyes moving over the material.
Content typo’s can be more than just embarrassing. Edit all content carefully especially hashtags and acronyms that normally would appear harmless. Watch out for dual inappropriate meanings or slang on top of general misspellings, poor grammar or word choice. Even deleting these heinous mistakes won’t guarantee there isn’t a digital copy out there somewhere. Check and double check before publishing.
When sales opportunities arrive, stay consistent. You gently pulled them to you with a carefully built relationship. Let them explain the problem so you can solve it like a trusted advisor. Consumers will change their tune from casual perusal to asking for help. Search social platforms for conversations regarding problems with products and services that your business is prepared to solve. If you are working with a large volume of data, there are tools to help you search.
Customers are using social media more for customer service issues. Give polite and professional solutions. There are times when rapid decision-making needs to be made in responses to issues or complaints. You must be confident in making decisions within an hour or two. Have empathy. An unsatisfied customer can reach a large audience with a complaint and rapidly cause irreparable damage.
The only way to know exactly how social media campaigns are working is to look at the data, analyze it, and make needed corrections as you go. Monitoring this information is a constant process covering audience demographics, business growth, engagement with customers, and your posting habits. Guesswork causes complications by costing extra time and money for unnecessary mistakes.
Search Engine Optimization (SEO) and social media marketing have become inseparable. Keep information relevant and accurately described. Understand keyword usage, link building, header tags, meta tags, URLs, ALT tags, image use, minimizing page loading issues, and using webmaster tools. More details for those aspects can be found here: http://sproutsocial.com/insights/seo-tips-for-bloggers/
Find ways to manage your time and avoid distractions. Set time limits for individual activities before moving to the next. Each task including monitoring trends, scheduling posts, creating new content, sharing and engaging, responding to followers or customers, all have the potential to become consuming on their own. If you can’t contain the individual aspects of a social media marketing effort within the timeframes allowed, you will need help.
It is difficult for one person to do all these skills effectively. A social media manager or a properly developed team could reap extensive rewards. Look into contractors with different skills or hire someone to take on areas you can’t handle on your own.
Jackson, D., 2016. 13 Must-Have Social Media Skills. http://sproutsocial.com/insights/social-media-skills/?utm_campaign=SproutSocial&utm_medium=social&utm_source=twitter&utm_content=1453219584