socialbar_buttonsSocial media is changing.

From Facebook’s new feed to LinkedIn’s revamped interface, the look and function of social media sites is changing.  In addition, engagement trends and fan behavior are changing.  What does this mean and how does the small business or freelancer keep up with these changes?

Strategy

Everything in social media boils down to strategy.  No matter the changes on the platforms, small business owners have to keep their focus on the end game.  Your strategy determines what media and platform you use to engage with your target market.  Keep up to date with information specifically relating to your market, not the multiple social media networks.  Find out when and where your market chooses to engage and what content they prefer.  Focus your efforts on meeting the audience needs.

Engagement

Yes, you need to sell stuff.  There is no other way to make money, period.  Social media is not a sales venue, rather an opportunity venue to introduce your business, the business values and the benefits to your audience.  Compare it to a demonstration or free sample.  Serve content your audience will care about and share with others.  That’s engagement.

ROI

Ditch the ROI of social media.  There are many tools and methods that claim to measure the ROI of social media.  None are completely accurate.  Rather, understand that social media is a reputation tool.  Reputation cannot be measured, but proves invaluable when customers make a purchase.  And is priceless when gone.  Social media used effectively, establishes you as an expert in your field and builds confidence in your audience when interacting with you.

Marketing vs. Social Media

Marketing is showcasing your product or service.  Shining it up and parading it to the masses and begging for approval and purchase.  Or, creating a desire so strong the public feels they cannot live without your offering.

Social media is personal.  Who are you.  Why should I trust what you are offering?  Social media answers these questions in subtle ways.  How fast and satisfactorily do you answer customer concerns?  How durable and reliable are your products and services?  Social media allows you to operate transparently and build confidence in you.  It speaks to morals and values.

Gimmickless Marketing

Fans of brands on social media like to be entertained, but will quickly turn on gimmicks.  There’s a fine line between cute and gimmick, but brands must master this.  Until a small business has enough capital to hire professionals, it is best to stay away from anything that could be a gimmick.  Be honest, open and you will build a following.

SmuttysocialmediaA Picture…

In social media, a picture may be worth a thousand words, but a meme or video is priceless.  Serve up bright and compelling visual content that can be shared and re-shared.  Keep copy snappy, short and relevant.  Use metrics to post at the appropriate times of day for your audience.

Get Help

Finally, if all else fails, hire help.  Social media is part of business branding and cannot be left to wither.  If there is no one in your business who can successfully take on the social media duties, hire an intern or new business.  This is a win-win.  They get experience and a portfolio, you get affordable expertise.

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