Using social media to market your business is a great idea – if you fine-tune your strategy to get meaningful results. For most companies, social media is an upbeat and exciting way to bring in clientele; but when your blog is about home security and viewers make comments on the statistical rise in people who have cellulite, or the amount of pets who have natural attributes without training, it’s a big red flag that your strategy is off target.
Evaluate Your Social Media Results
Statistics show that more and more small businesses are turning to social media as a gateway to promote sales, but for all the time spent setting up the Twitter, or Facebook page coupled with the addition of various promotions, sometimes it still doesn’t work.
Why? The reason is that many companies expect that viewer flow will equal buyer flow when this is not necessarily the case. Social media is not just a marketing tool, it is a place to interact with customers, building relationships and obtaining their feedback.
Here are some signals to determine whether you need to retool your social media efforts a bit:
- Is there a steady increase in the interaction on your social media pages? Or, is your audience silent and shrinking?
- When you run an online special, is there a corresponding increase in sales? Or, do you start wondering whether anyone even saw your offer?
- As you examine your website traffic stats, are you seeing an increase in how much of your site traffic comes from social media sites? Or, is the percentage that clicks through to your site dismal?
- Take a close look at the interaction you are getting from social media. Is it relevant? Or is it spam?
If you are seeing any of these results, your social media strategy is not doing what you want it to do. It’s time to either scrap social media entirely (not recommended) or revamp your approach so that you get a good return on your investment of time and effort.
Strategies to Improve Your Social Media Efforts
Here are a few adjustments you may need to make in your approach and perspective on social media marketing:
- Social media is full time job in itself, so if you are thinking this is just a ‘sideline’ that you can maintain yourself, guess again. If you are serious about this aspect of marketing, then please note that it will require just as much care and commitment as all of your other business components.
- Social media marketing is largely about customer service, so you are going to need someone qualified to handle this. They will have to be prepared to answer questions about all aspects of the business. Be prepared to give reasonable responses to viewer questions.
- You must also include your social media manager in employee meetings to keep them up-to-date on all elements of the company. Make sure each section has a general idea of what the other departments are about. The person handling your social media should also be skilled at garnering information from your social media audience. She should share this information in meetings in order to provide the feedback that all departments need.
Social media is not just another marketing strategy. It is the visible face of your company. Avoid costly social media mistakes by giving this aspect of your business the commitment it deserves.
*This is a guest article by Tiffany McDonald*