Module 6 – Social Media
Basics
Everyone’s on social media, so it makes sense for your business to be there too. Online networks, or “social media” as we call it, allow people to link, interact, share and exchange information. But it can also be a great tool for businesses.
Social media can be a platform that lets you talk directly to your customers and prospective customers alike, share content, get involved in conversations, build trust, reach more people, grow your sphere of influence, and ultimately understand your customers better.
First, you’ll want to get to know the different networks. Which ones are your customers using most?
The right social media sites for you
When getting started with social media, it helps to sort all the different networks into categories so that you can understand where you need to focus your attention.
For example, Facebook, Instagram, Twitter, YouTube and LinkedIn have some very big audiences. But beyond the big ones, you’ll also find niche, or industry-specific players that cater to specific topics or specific audiences who really know their stuff and are looking for more detailed or insider content.
You should search around to find the most important ones for your business. You will find in this platform a course dedicated to Social Media with more details on the main platforms.
Setting your goals for social media
There are lots of social networks out there, and lots of ways to use them, to achieve lots of different objectives. But before you start signing up and posting all over the place, start with a simpler question. What are you hoping to accomplish with social media?
Remember, social media isn’t a one-way street and it can be overwhelming. You have to participate and give back to your new network of friends and followers.
The world of social media can be broad and complex, but starting out with clearly defined goals will help you figure out which networks to participate in, how to use them, and ultimately, how they’ll help you achieve your objectives.
Getting on Social Media
Before you sign up, check into whether the network you’re joining distinguishes between businesses and individuals. For example, Facebook offers pages specifically designed for businesses.
Next, start loading up information. Choose the tone of voice to use with your followers and the business goals you want to support: are you going to be professional of friendly?
Also, don’t forget many of these profile pages are also accessible by search engines, so the more great content you provide here, the better the chances that your social pages might even show up when people are searching on search engines!
Building the network
Making friends takes time and effort, but if they can help get the word out about your business, it’s an investment that really pays off. It’s important to know that social media for business gains is a very different medium. The people you interact with on social media don’t want to just to be “talked at.” Think of it more as a conversation – a give-and-take relationship that ebbs and flows. Treat this network as you would your friends and colleagues in the real world.
Making friends on social media won’t happen overnight, and it can’t be forced. Start by recruiting existing customers, maybe with a sign in your shop that says “Follow us here” or—even better—a 10% discount if they connect with you online.
Do’s and don’ts
The first rule of social media: It’s not all about you. People go online to share news, how-to tips and funny cat videos. They’re not there to hear your sales pitch—and brands that have nothing else to say tend to get boring and ignored fast. Just focus on providing a good experience and keeping their attention.
People want to know that you’re listening so have a plan to answer the comments. Be understanding, be considerate, but most of all be consistent. Don’t spread yourself too thin if you want the social media to work for you. Finally, measure the results by using analytics tools.
Stay true to yourself, respond to comments, focus on the sites that make sense, be consistent and measure your results. Do all this and your social media efforts can thrive.
