This post should probably start with the same old “social media is important for every business” routine. But you already know the drill: B2B or B2C, local or national, small or corporate business, YOU NEED to be on as many social media platforms as possible. And, most importantly, you need to invest a lot of time and resources in your social media strategy and its implementation. How do you know if you’re not doing enough?
The oversight is understandable – after all, that’s in his/her job description, right? Fair enough, but your departments need to interact in order to deliver valuable content. For instance, if you are a tech company, you may want to get your engineers involved; ask for their opinion on what is relevant or even ask them to come up with more “technical” content. If you are a local restaurant, ask your chef to share some of his/her secrets, maybe even a recipe or two. This way, you can reach a larger audience and engage more people.
“Winging it” no longer works in social media; you don’t need to post 5 times per day if you don’t have anything to say, but you should do it at least 3 times per week and make sure to reply all messages in less than 12 hours. Find out when your fans and followers are more active and make sure to schedule posts at that time. You need to know what the main posts will be at least one month ahead.
This is a serious wake-up call! When people are posting to your Facebook wall or Tweeting your name with no response, it’s obvious they want you there, but you’re nowhere to be found. Take your profiles back and make sure your posts are the most visible.
Your last like was from your mother and, let’s face it, she’ll never be a paying customer. This is a sign that you are doing something wrong. Spend more time studying what you audience wants to see and deliver it. This is the only way to turn fans and followers into customers.
And, during this time, you’re cursing the uselessness of social media and saying it never brought you any leads. If you’ve done haphazardly or only posted pictures of cats (because everyone loves them, right?), it’s no surprise that you were not able to convey your actual message. Take a step back and look at your strategy with a critical eye; invest more in research and find out how others made it and you are still on the outside.