So you know your business needs to use social media: now what?
It isn't uncommon to articles on sites like Mashable, PR Daily, and TechCrunch talking about the benefits of social media for business. It is well established that businesses should engage in some sort of social media activity. But it also isn't uncommon to see articles on these same sites talking about how businesses don't use it properly or many have accounts or pages but don't interact or use them regularly.
For any business, particularly one new to social media, the idea of establishing an online presence can be daunting, especially when you compare yourself to a company like Coca-Cola who is one of the leaders in social innovation. Where should you start?
You don't have to be on every network.
Many companies may feel a bit overwhelmed with the sheer number of social networking sites that are out there. But you don't have to be. There's no rule that says you have to be on every site. In fact, being on every site may not be the most efficient way to engage with your audience. Selecting three to four sites and using them exceptionally well is far more beneficial than having twenty and only updating each one once per month. Besides, managing twenty sites, even if you do update them each day, would be exhausting and social media engagement should be fun. So choose your networks wisely and create a plan on how and who will manage the selected sites. Keep in mind that your sites could change depending on your company and your consumers. One year you may find that five sites work really well for you and the next year maybe three sites will do.
Demographics.
This relates to the first point. When choosing your networks, it is important to consider who your business targets. Do you target women? Men under 35? Young adults? Or some sort of combination of demographic groups. As social media has developed, it seems that certain social networks have developed a following for particular age groups or gender. Do a little research into the social network's user base. For example, imagine your company is geared toward mothers and future mothers. Well, did you know 80% of Pinterest users are female? Now say your company expands and begins creating products for young females ages 13-20. Though Pinterest may seem like the place to be, it turns out that may not be the best social network when targeting adolescents. WeHeartIt, another photo-centric social network has quietly garnered 25 million monthly users and 80% of their users are under 24 years old. WeHeartIt's crowd isn't quite ready for home décor, kids crafts, and environmentally friendly cleaning remedies like Pinterest's user base is.
Doing a little research will go a long way. Find out where your consumers or constituents are and go after them!
Engage. Engage. Engage.
We hear it all the time from social media professionals: Engagement is key. Don't just post something and leave it at that. Ask a question. Post something a little edgy that will make users look. Ask yourself, if I saw this [content], would I share it with my followers? If the answer is no, don't waste your time. And don't be afraid to mix it up. Post a video of employees working in the office one day, an inspirational quote the next (and maybe ask followers what it means to them or what is their favorite quote), and an interesting news article another day. Other ways to engage are to interact with other businesses. One company that does this well is Old Spice. They are constantly interacting with other businesses, many of which are totally unrelated to deodorant, and creating funny micro-videos.
Be adventurous.
Don't be afraid to be adventurous on social media. Have some fun engaging with your consumers and followers and be creative. Oreo's "Dunk in the Dark" campaign sprouted moments after the lights at the Superbowl went out and it was an extremely successful campaign that was thought up on the spot. Choose your sites wisely, be creative, and have fun.
Katie Joly
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