So you’re thinking of not just “getting into” social media, but of committing to it as a business communications tool? There are so many platforms to choose from – where do you start? Maybe you’ve already experimented with a few, maybe you’ve taken on everything that’s out there. And maybe the returns are not what you expected. Let’s step back for a moment and re-assess. First things first: Define your objective. What do you want to accomplish with social media? Do you want to raise brand awareness, enhance customer service, build your email list, drive traffic to your company’s website, build community? Maybe all of those or maybe a few?
What you want to do will determine the platforms you should choose. Unless you have a dedicated social media staffer or a specialized outside agency, choose a manageable number of platforms. The following “primer” will help guide you to the best ones for your needs and to the kinds of posts that “work” there.
Which Platforms Are Right for You?
Facebook, Twitter, LinkedIn, Pinterest, and YouTube all demand consistent and constant updating with valuable, share-worthy content. On the consistency front, that means posting regular updates, multiple times daily if possible, and responding quickly to comments and messages. Consider this time factor carefully when deciding how many platforms you want to use. Better to be great on one or two than mediocre on four or five. Here’s a look at the Big 5.
LinkedIn, the world’s largest professional online networking site, has more than 300 million members, including the decision-makers of many companies and industries. The site features both company and personal profile pages you can use to attract new clients, establish expertise, and build a valuable business network.
Deliverables:
Establish credibility as an industry expert
Connect with business prospects
Publicize company updates and industry news
Execution:
Build your network by continually finding and connecting with colleagues, business prospects, and industry leaders
Join industry Groups from your personal page and start/participate in discussions
Share company updates and industry news
Facebook
Companies large and small capitalize on Facebook – the most popular of the social networking sites – by communicating directly with their customers who flock there by the millions and share content they like with their friends and followers.
Deliverables:
Build awareness of and loyalty for your company and its brands
Showcase your company’s top-notch service through open dialogue
Publicize company news and industry happenings
Execution:
Respond quickly to customer inquiries and comments
Engage your audience with an open dialogue including questions and calls to action
Share company updates and industry news
Twitter
Twitter is a micro-blogging social platform known for its real-time information, connecting users to the latest stories, ideas and news.
Deliverables:
Build relationships with customers, prospects and the media
Get the word out on both company and industry happenings
Find “trending” news, ideas, products and events and leverage if possible
Execution:
Tweet frequently and consistently 140 (or fewer) characters
Retweet to build relationships
Use hashtags and keywords
Share company updates and industry news
Pinterest
Image-oriented and appealing to an audience (more than 70 million) dominated by affluent females in the 25-45 demographic, Pinterest is the perfect platform for any business producing products or services with eye-appeal. Fashion and beauty, home-related products, real estate, travel, personal services (catering, event planning), food and beverages are all naturals on Pinterest.
Deliverables:
Showcase for products with visual appeal
Strong driver of e-commerce traffic
Find trending products
Execution:
“Pin” (post) high-quality images
Freshen your page (called a Pinboard) with regular pins
Re-pin followers’ content to build relationships
YouTube
Don’t underestimate YouTube. True, it is the world’s biggest repository of funny pet videos, but it’s also the world’s second largest search engine (behind Google) with over 100 million views daily. Consider joining the top businesses and industry influencers who have YouTube channels.
Deliverables:
Build awareness of your company, its brands and its leadership
Establish credibility and expertise in your industry
Boost your search rankings via video content
Execution:
Post good-quality video
Use animation as well as live-action
Feature your management team as spokespersons
Create valuable content (how-to’s, tips, insights), NOT ads
Next steps? Explore each of the Big 5 above. Check out what businesses are there. Determine where you fit best. Weigh the time involved in managing each account. Once you have made your decision as to where you want to be, you’ll be ready to develop content, create a content calendar and launch an integrated online marketing campaign. We’ll have tips on how to do that here on our blog.