7 things you need to know RIGHT NOW about social media
5 Mistakes You’re Making on Facebook
10 Secrets to Social Media Success
do you want to be on Facebook? Perhaps your competitors are there capitalizing on a shared audience and winning their business. Perhaps your audience is there, waiting for you to join the conversation. Perhaps this channel is an opportunity to speak to that audience segment about the social good your company is doing and get people involved. As with any marketing endeavor, you want to make sure there is a reason you are doing it and
conduct preliminary research to find out as much as you can about your audience
before spending time and money trying to engage that audience. And it will require money. Social media marketing has been plodding along without a budget for years until all of a sudden Facebook went public a couple years ago and now brands have to pay for it. Be prepared to pay for social impressions if you want to reach more than 1-2 percent of your fan base.
Lance Neuhauser’s presentation on social intelligence
, you need to bait the hook with something the fish likes, not what the fisherman likes. Unfortunately, this is what a lot of brands are doing on social platforms, like Facebook; they’re saying, “Look at this product/service I sell.” Sometimes it’s difficult to get out of this mindset when we’re so entrenched in our brand messaging and really do love the products we sell, but you can understand how this would be uninteresting to someone who is on Facebook to learn about what her friends are up to this weekend. Brands on social media are, in many ways, crashing a party they were not invited to. Don’t ruin the party! Before dumping content about your product or service on Facebook, make sure it passes the “why should I care” test. Put yourself in the shoes of your audience and think to yourself, why should this person care? Think about where this customer is when your content hits his newsfeed, why he is on Facebook, what kind of device is he using and how he will react as he’s scrolling through his newsfeed and encounters your content. Will he pause to read it? Like it? Comment or share it? If the answer is no, don’t publish it – it will only be an interruption to this person’s otherwise enjoyable social media experience. If the answer is yes, then consider the following: How can I share this piece of content in a way that will be compelling, entertaining or inspiring? Can I say it with a visual or a video, instead of copy? Can I make it funny? Can I ask a question that will encourage my fans to engage in an interesting conversation?
Make it simple.
Make it memorable.
Make it inviting to look at.
Make it fun to read. Make it for your customer or your audience, not for yourself.
Remember, you are trying to build a community around your brand. These channels are social first and foremost – any marketing agenda you have needs to take a back seat to what your audience is interested in. Once you have captivated your audience through common interest, you can strategically execute your marketing agenda by tying them back to those interests.
MEASURE AND ANALYZE
IF YOU SKIMMED THIS BLOG POST FOR THE KEY TAKEAWAYS, HERE THEY ARE:
- Before jumping on the social media train, do your research.
- Before participating, develop a strategy.
- Provide content that is audience-focused, interesting and not too self-serving. Know your audience.
- Before publishing content, make sure your website is optimized for search so your content has a
fighting chance of making it into search results.
- Measure your results, analyze the data and compare against your competitors.