I'm noticing a trend, and not a positive one. Lately, my Twitter inbox has been inundated with automated, generic messages. The messages are irrelevant and sometimes even offering the same services we offer our clients. I get it — social media is time consuming. What I don’t get is taking shortcuts. Yes, I want to connect with others on Twitter and share social media expertise and advice, but like you, I don't enjoy spending my days deleting hundreds of irrelevant messages.
The point of this rant-blog…be authentic! Be relevant. Invest in the right people and the tools to connect with your audience in a way that’s relevant to them. Because, honestly, you’re wasting your time (and money) if you’re blasting generic messages to thousands of people and hoping a few will stick. And this isn’t just happening on Twitter. It’s a problem on email, LinkedIn, you name it.
So we decided to offer up some advice to get people on the right track when it comes to their social media efforts.
Do the research and create a strategy.
We believe that a successful social media strategy should answer six questions. Do your research and document thorough responses to these questions which will make up your social media strategy.
- Why are you on social media?
- What are you saying on social media?
- Who are you talking to on social media?
- Where are you placing your message?
- When are you sharing your content?
- How are you getting this done efficiently?
More on building a strategy in this blog.
Execute the strategy.
A strategy will fail without meticulous implementation. When implementing, stay on top of current best practices for each social media page. Here are some tips for proper implementation of your social media strategy.
- Fill in all available profile fields on each social page.
- Make your social media pages easy to find. Be sure to display hyperlinked icons on your website, your blog, emails and more.
- Stockpile images to use throughout the year in your social media efforts.
- Be personal. People don't want to connect with companies on social media. They want to connect with people. Be sure to personalize your page with lots of staff photos.
Analyze the strategy.
Creating a large, engaged social media following doesn’t happen overnight. It takes time to attract the audience you want, and to serve them content they care about. We recommend paying attention to a couple of important metrics specifically.
- Quality of social followers - Don’t get caught up in the numbers. What’s more important than how MANY followers you have is WHO they are. Each social media page offers statistics on your follower’s demographics. Do your followers match the demographics of your business’ target market? If not, it’s time to adjust your strategy so that you can better reach the right followers for your business.
- Content popularity - Pay attention to the content that your audience is engaging - and not engaging - with. If there’s a certain type of content that isn’t getting any clicks, it’s time to throw it in the bin and try something new.
Adjust the strategy.
A social media strategy is a living, breathing entity. It should be something you are constantly changing and evolving based on what's working, and what's not. In today's world, real-time analysis and adjustments need to be made in order to stay on top of the game.
We’d love to hear your thoughts. Comment below or contact us at this link.