Doing Social Media Right
Doing social media right this year is not an option. It’s the only option. For both big companies and small businesses, the rules stay the same. You can be whoever you want to be on social media, so why not be the best version of you? Below I’m going to outline some tips on how to do social media right.
1. Understand social media.
This is the biggest problem for most big companies. They do not understand what social media is exactly. In simple terms, social media is basically a type of media that’s a two-way real-time conversation. Social media is also a place regular people come to catch up with old friends, meet new people, hang out with each other, even recommend products but never to come look at ads. Nobody opens Facebook thinking, “lemme see the ads they have now sef”.
What am I saying? I’m saying companies should realize that unlike traditional media, they do not own the narrative totally. If you want to do social media right, you have to have it at the back of your head that social media is about engaging current and potential customers, helping them get the best out of your product and making sure they recommend your product all the time. This same mindset is also required when putting up ads- people are not here to read your ads. If you do not have the time to understand social media, outsource or hire someone who does.
2. Engage, Engage, Engage wisely.
Social media is basically about engagement so it is of utmost importance that you do not waste any opportunity to engage your community. Engagement means you do not always have to sell or they will get tired of your posts. Sometimes you only need to post something that helps them without any form of marketing on your part. Again, I said engage wisely. You can read this post from buffer on optimal times to post and how many times you should post. If you don’t have the time, the good guys at Buffer basically say they post to:
Twitter – 14 times per day, from midnight to 10:00 p.m. Central Time, never more than once per hour; seven times per day on weekends, from 3:00 a.m. to 9:00 p.m., roughly every three hours.
Facebook – 2 times per day, seven days a week, 10:08 a.m. and 3:04 p.m.
LinkedIn – 1 time per day, 8:14 a.m., no weekends.
Google+ – 2 times per day, 9:03 a.m. and 7:04 p.m., no weekends.
You do not have to do exactly what they do but it should give you an idea on posting for optimal engagement.
Selling is the end goal right? So, sell. Sell subtly, sell like a friend would. But do sell. It is easy to get carried away by the social media hype and forget why you are there so whatever engagement strategy you have, do not forget it needs to lead to increased sales.
To do social media right, you need to measure your efforts so you can concentrate on whatever gives you your best returns. Measure everything because this is the only way to figure out what works for your community and what does not. What increases your sales and what wastes your time. What increases your community engagement and what turns them off. Measure.
- Concentrate on the right metrics.
A lot of times, “social media experts” will propose solutions like “I’ll trend your name on Twitter”, “I’ll get you ’10k’ followers in a month”. Trending on twitter or having a huge follower base is not a bad idea but the question is, when they do this for you, does it affect your bottom line positively? 99.99% of the time it does not. This is due to the manner in which ‘social media experts’ achieve these feats. From asking stupid questions that people answer and forget the hashtag that came with it to giving you bots as followers. It is important to know the right metrics to look out for. Number of followers seems like a good way to measure activity from an outsider’s point of view but engagement is more important. 150 out of 1k organically grown followers could Retweet your tweet to their followers but good luck getting 15 of your paid-for 10k followers to retweet anything you tweet. Ignore vanity metrics and focus on the real metrics. The real social media professionals know this. Again, if this all sounds like Greek to you, it is time for you to consult a competent social media expert that understands the job.Social media is absolutely exciting and rewarding when done right. This year, take advantage of it and grow your business to astronomical heights.