Warning: Side Effects Include Significant Self-Editing and Exposure to Trolls
There’s a lot that goes into a small business social media strategy. Channels, frequency and what to post all go into the mix. Which channels to use, how often and the message determines how well you engage with customers and turn strategy into sales. Social media, when done right, can be a growth-minded business’ best friend. And when not, it can be as helpful as an Internet troll.
Which Social Media Channels Do I Want?
It’s not uncommon for a client to walk in our door with one or more social media accounts on every possible platform. They’ve heard they need to be everywhere at once. Then reality sets in. If audience engagement is
the key to success on social media, how can we possibly spend the time and resources to engage on each channel? Good question — you can’t. Decide strategically which channels to own, and then own them. You can let the others go without regret.
To guide your decision, think of the strengths of the big channels:
- Facebook — Like a high school reunion. Keep it light, but you’ll also be able to target locally (and effectively) by Facebook users’ interests and “likes” to stay top of mind.
- LinkedIn — Like a business after-hours gathering. Unmatched B2B targeting and a place to build your thought leadership resume.
- Twitter — Like a really loud cocktail party. Deep engagement opportunity to be part of the conversation with your audience. And for trade show marketing, it’s your stealthy secret weapon.
- Instagram — Like a slide show from my vacation. Reaching younger customers with a visually interesting subject? This is your go-to for awareness without direct action.
Who Should Run My Social Media?
“Hey — that kid is right out of college. Kids these days understand the ‘interweb.’ Let’s have her do it.”
If these words have come out of your mouth, no judgment. When your small business is growing, you find ways to accomplish tasks and creatively fill gaps. You delegate. Finding that millennial to manage your social media on a daily basis can be a good way to make sure you have a social presence. But for the love of all that is good and holy, please let someone who understands your brand’s positioning and values set the strategy first.
As frosting on the cake, social media strategists provide guidance on when, if and how those younger people you have executing your strategy respond to complaints online. When is it okay to let your brand fans come to your rescue so your company doesn’t get into a flame war you’ll never win? And when is it okay to delete comments, bad reviews or even block users? Get it wrong and you’ll be stuck doing damage control that could hurt your bottom line.
What About Paid Social Media?
The kind of stats you are likely to see with paid social media go like this: Because of the way we consume social media, unless you put some kind of funding behind your posts, only 30% of your fans — the people who follow you or like your page — will see your posts. ONLY 30%!
Compare that to an average email open rate, and you’re more or less on par. Where many social media channels have email open rates beat is that you can sponsor or promote content to ensure more of your fans see it. Better yet, you can target specifically who sees your posts beyond your fans and followers. Now we’re talking.
When it comes to paid sponsorship, each social channel has strengths and weaknesses, advantages and limitations. That’s why matching your brand to each channel, while taking into account the targeting and reporting advantages, is worthy of your time and attention.
If you’d like help deciding on which social media options best and your company’s health and growth goals, let’s talk.
Jeff Randolph
VP/Director of Client Services
EAG Advertising & Marketing