What is your social media strategy? Do you have a social media strategy? And is it working?
My last post addressed the growing popularity of Twitter and the need to determine which social media applications may be right for your company. However, for those relatively unfamiliar with the social media landscape, the idea of online marketing can be somewhat daunting.
Perhaps you’ve started a blog and don’t have any comments. Or you have a Twitter handle but no one is following you. Most likely, you told your colleagues and friends about your online presence and asked them to follow you, so you do have a handful of followers. Now what?
Put yourself in the mindset of your customers. Why are they interested in your company/products/services? What will draw them in? What will retain their attention?
Blog. Post. Tweet.
Engage. Interact. Network. Join.
First, provide information in your area of expertise. For example, if your business is home restoration, outline steps for consumers to take when a disaster occurs. A financial services company can provide tips for retirement planning. A massage business might focus on the benefits of drinking water.
Once you determine what type of information to present, think about your tone. Social media tends to be more informal than business writing, so you want to sound knowledgeable, yet friendly and helpful.
Ask questions, offer contests and deals, provide open-ended discussion points, ask your customers about their experience(s) with your organization and what you can do to improve — all in an attempt to ENGAGE your customers. The key is interaction. People become more engaged when they can voice their opinion or offer information in return – when they feel they are being heard. The days of presenting your information to customers in a vacuum are long gone.
Join groups, post comments on other blogs, participate in discussions, and become a part of your online industry community. Follow people on Twitter and FaceBook who may be interested in your products/services. They all won’t follow you back, but many of them will.
Lastly, integrate your online efforts with your other marketing – publications, advertising, media outreach etc.
The bottom line is this: Your online interaction is directly proportional to the amount of success you will experience with online marketing efforts.