Smart companies realize that social media is about people, not logos. Collectively, your employees have far more social connections than your company is ever likely to accrue.
So the path to broadening your organization’s reach and engagement in social media should start inside your own walls by surveying your team to determine where and how they are already active in social media.
#2: It’s All About the List
The energy of your business is directly tied to your email list.
Facebook ads are one of the most powerful lead generating platforms for small businesses today. Specifically, page post ads that drive traffic to a free, valuable giveaway (such as a free training video, ebook or cheat sheet) are extremely effective. These ads are inexpensive, highly targeted and can be completely automated.
It may take a little trial and error, but once you find that sweet spot where your ads are consistently producing results, you’ll be hooked!
#3: Scale Social Service
One of the most challenging parts of social customer service is handling the volume of queries.
Identify, recognize and enable your most actively contributing fans and advocates to help address long-tail content creation and answer other customers’ questions. This is one of the best ways to scale social customer service efforts.
#4: Kid Smart in Real Time
If your job is to provide social coverage for an event in real time—say, a new or exclusive environment, experience or setting--approach it like a kid at an amusement park.
A beginner’s mindset goes an incredibly long way in vibrantly bringing an audience somewhere they otherwise wouldn’t go. Check your assumptions at the door for what’s interesting; let your five senses guide you.
#5: Social Selling With LinkedIn
LinkedIn, more than any other platform, is most effective when your entire company is behind your efforts.
Don’t just stop at marketing your company page—get your salespeople involved with using LinkedIn for social selling. Ask your employees to participate in an employee advocacy program.
Don’t forget the targeted status update opportunities you have for paid social on LinkedIn too!
#6: Measure What’s Actionable
Measure, measure, measure. If perception is everything, then measurement defines your social program’s value.
Social media delivers more value than just ROI. How do you define the value of a relationship? Social media also helps drive leads and revenue, buzz and awareness; it reduces call center volume; supports recruiting; and can foster research and development innovation.
Start with your business objectives, define how social media can help you reach those objectives, and then measure those social programs relentlessly.
Measure what moves the needle for your business and avoid data overload. Identify a few main key performance indicators and focus on them. Use supporting metrics for insights to inform your strategy.
#7: Organic Is Good. Paid Is Better.
We all want to believe that organic posts on social networks are all we need to spark engagement. But your promotional strategy must include paid placements as well.
Relying only on organic strategies to drive results is analogous to hanging out with the same high school group your entire life.
To grow, you have to expand beyond your immediately familiar community and break through to those coveted second-degree connections.
#8: Five Things Customers Care About
In every industry (it doesn’t matter what you sell), there are five subjects that move the needle, because they are the ones consumers are most concerned with. They are:
§ Cost/price questions
§ Problems/issues questions
§ Versus/comparison questions
§ Review-based questions
§ Best-of questions
When consumers research, these are the five subjects they care about, yet most companies are afraid to address them. The moral: Don’t be afraid to address topics that consumers truly care about, as eventually they’ll move the needle more than any other content you could produce.
#9: Be on a Mission
Forget more followers. Use Twitter to get more business! To consistently attract valuable prospects, start with a simple “mission” for your Twitter account:
@Username is where ____________ (describe your best prospects) know they will always get ___________ (what’s in it for them to follow your account?).
This should be very simple—something compelling your parents could repeat at a dinner party if they were sitting next to a good prospect for you.