In the age of social media few businesses can afford not to be using it, but how do they know if they are doing so effectively or productively? Keeping on top of Facebook and Twitter pages and monitoring news feeds and timelines can quickly eat into your day, while focusing on the wrong platforms will simply be a waste of time. Follow these best practice tips to make social media work for your business.
1. Choose your channels
Don’t try to be everywhere. With so many new platforms online the temptation is to sign up for as many as possible, but with disappointing results. Where does your business sit in the social media space? Are you aiming to build a community presence? If so Facebook is for you. If your business is in a highly visual sector, where imagery is key, then Instagram and Pinterest are worth joining. And if you are in an industry where you can provide useful professional insights to others, be active on LinkedIn.
2. Know your connections
Consider who your audience is and why they would follow you. Think about what attracts customers to your products or services and aim to make your social media relevant and interesting to prospective customers.
“On Facebook, 800 shares for a post means nothing if the audience is never likely to buy from you,” says Emily Ross, communications director at private healthcare search engine WhatClinic.com. “Look at who is engaging with you and be honest about whether they are any good for your business.”
3. Research the conversations
Do your research, not only into your own industry and competitors, but also into your potential detractors, advises Kate Joynes-Burgess, head of digital EMEA at Weber Shandwick.
“Before a company even sets up a Twitter profile, there may already be a significant volume of conversation about their brand or industry. Understanding potential advocates alongside detractors and their criticisms will help a business spot opportunities and potential issues before they become crises; an absolute necessity in today’s 24/7 environment,” she says.
4. Set the right tone
Your online social media voice should reflect the business voice that your customers hear when you speak to them direct. Yet many business owners make the mistake of being too dull or too flippant with their social media content.
Social media expert Professor Steven Van Belleghem, author of The Conversation Company, says: “Some companies share content that is so boring I cannot imagine anyone reading it, while others just push out entertainment that is aimed at getting likes and shares. Neither approach is ideal. Try sharing your innovative expertise and insights to inspire people while telling the company’s story.”
5. Grow your audience
Creating a regular weekly or fortnightly time slot will give your connections, listeners and followers something to anticipate, and your business, a social media audience.
Karl Wiseman, a digital strategist at PR consultancy Red Leaf Polhill, suggests doing a weekly feature such as an offer, competition, or providing some top tips. “You can bring some real structure to your social media strategy by giving your social media followers something to expect and look forward to. Use the week’s topic to generate discussion among your followers throughout the week,” he says.
6. Keep track of your social media impact
Once your social media strategy is up and running, you want to know what impact it is having, which means measuring what is working and what isn’t.
This can be as simple as using bitly to shorten the links you share and then using their analytics to see what is performing well, or O2 Social Insights, a tool that allows you compare your social media activity with that of other small firms in the same area or business sector.
Ben Matthews, who runs social media agency Montfort, says: “Many website analytics tools, such as Google Analytics, also let you see where visitors are coming from when visiting your small business website. It’s a great way to check if your Facebook or Twitter channels are performing well or what opportunities there are to improve.”
7. Google Plus it
For many social media users the jury is still out on the value of Google Plus, but it does have its benefits. If you produce blog content, share it on G+, where there are thousands of community groups discussing a wide range of topics. Rob Hodges, digital marketing executive at Mobiles.co.uk, says: “Posting on G+ gets your content in front of key influencers and allows your posts to appear under your brand terms in Google. Think of it as extra retail space that will drive more organic and pay per click (PPC) traffic.”
8. Involve the team
Social media proficiency is like a stick of rock – it should be stamped right through your business, which means getting everyone in the team involved in your social media marketing efforts. Instead of trying to ban social media in the workplace, as many employers do, channel that enthusiasm into something that works for both sides.
Social media coach Jemima Gibbons says: “You should agree some basic social media guidelines for your business and stick to them. And be aware of general libel or defamation laws, as well as any legislation that is specific to your sector. For example, companies in the finance and pharmaceutical sectors are more limited in what they can freely say and do than a high street retailer would be. If in doubt, don’t say it.”
Content on this page is paid for and produced to a brief agreed with O2 Business, sponsor of the supporting business growth hub
