1. Pick the Social Networks Your Customers Use Most
The good news is you don’t have to be adept at all social media platforms. But it would be wise to become experts in the platforms that your customers use the most. Take Keith Kochner, co-founder and CEO of Live Streaming Fitness in Tulsa, Okla. He did some informal research by asking fitness enthusiasts where they turn to for new workouts (Pinterest) and met his customers there.
The first step here would be to identify your target audience.
2. Keep It Professional
Not everyone who engages with your company online will have nice things to say about it. If you have an urge to shut that down, don’t. Know that everyone has First Amendment rights to speak freely online, and the best thing you can do is to respond professionally, quickly and consistently.
3. Be Personable
Customers and potential leads respond better to social media posts that have a personalized touch. Establish a fitting voice for your small business, and use it consistently across platforms, including your website. Even if you’re taking a more conventional style, that doesn’t mean you have to seem completely robotic.
4. Develop a Strategy and Content Calendar
The tips above are a part of a social media strategy, which include getting to know your target audience, creating your messages and voice and choosing your platforms. Check out your competitors’ social media presence and figure out ways you can optimize it for your small business. The strategy should also include business objectives and matching measurable goals, along with a content calendar. The calendar should have what you’re planning to post, to where and when. And personalize the content to better target your audience. This will especially come in handy if you’re automating your strategy, such as using TweetDeck to schedule tweets.
5. Check the Stats
Did you know that most of the mainstream social media networks have built-in basic analytics? As an example, when you’re on your business’ Facebook page, the top menu bar should have a tab called “Insights.” If you click on it, you can see different statistics, such as pageviews, reach and engagement. If you’re looking for a more detailed review, try social interaction analytics. The numbers can tell you which of your posts works well with your audience.
6. Learn and Evolve
Like the business environment, social media is always changing. Be sure to keep up with the latest social media strategies and apply the ones that would best suit your business.