Social Media is an investment. And it is a long term investment.
"Don’t treat it as a stand alone function, but as an asset, and you’ll be glad you invested in it." - Sean Clark.
Most small
businesses and non profit organisations are not going to see quick
results. And they are probably not going to see ROI. Social Media
requires time, energy, effort and often this is very hard to measure by
ROI alone.
Larger
corporations and companies who make use of email marketing, social
media campaigns and a campaign or video going viral will probably see
instantaneous results - but this can fade and it is up to a marketing
team (or agency) to plan and invest in social media on a regular basis.
Over the past
few years, we have experienced changes in the online world. We are
learning to plant fish where people are actually logging in and looking
for fish and most people are using Facebook, Twitter, LinkedIn and
YouTube. Thanks to Chris Brogan's eBook, Fish Where The Fish Are, he
encourages the use of social and traditional marketing which will
explain to you how to use sales and marketing tools to reach your
audience online.
Once Google+ enables business profiles, there will be another platform to drive traffic and marketing.
Here are 8 simple ways you have to invest in social media over the long term:
1. Post often
- at least once every working day. Whether it's a video, written
content, an announcement, news, a launch or photos, blogs drive traffic
to and from your website and to other social media accounts. Business
blogs aid businesses, drives traffic and provides a communication tool.
Every company no matter how big or small should have a blog.
2. Update often
- several times a week on Facebook. Make sure you respond to queries
and build a relationship with people who have liked your page.
3. Tweet often
- There is a limit of 250 times a day. Depending on the nature of your
business, your style and voice, you can Tweet between 7- 100 times a day
to help you drive your brand and business. Twitter acts as a global
newspaper and often content gets lost. Try to use Twitter for sharing
knowledge and for interacting with others; without constant marketing
and promotion. Have a look at companies and brands you resonate with and
follow their suit on Twitter.
5. Have a marketing strategy - plan
for 3 - 6 months so you can plan campaigns, content, prizes, and
giveaways. Keep adjusting the strategy every few months according to
changes and needs. Have monthly meetings with the social media team
(customer service or marketing team) to discuss changes online and new
resources/ideas. Social Media is constantly changing.
6. Listen to your clients and customers
- monitor their responses, clicks and shares. Listen to what they
want, answer their questions and plan or implement strategies to satisfy
your advocates. Use surveys, questions, focus groups, emails, campaigns
and email marketing to reach clients and customers.
7. Invest in training -
Training provides the tools to assist with social learning, interaction
and finding resources which fit the business, encourage social media in
workplaces. Individuals (yourself, staff or team) will learn from each
other and interact with each other. Social Media and Social Learning go
hand in hand, it increases productivity, aids curiosity and
understanding. Individuals who work in an environment which encourages
social learning; find that they are more invested in the company or
business. Talk to your staff; they are dealing with clients and
customers in a myriad of ways from the receptionist, to customer service
teams to the marketing team themselves. Your workplace will be able to
understand clients/customers wants and needs via their emails and
interaction with your business.
8. Engage
- thank people, answer people who reply or like or comment. They have
made the effort to be in contact with your business and whether they are
in need of assistance, customer service or advice; the more you
interact; the more likely they will return.
Here are some basic best practices for social media success.
I would like to
emphasise that social media is long term. People are seeking information
online and are building long term relationships with brands.
These 8 basic steps will enable you and your business/company to invest in social media for the long haul. Most of these steps have to be taken everyday with regular meetings, reviews on a monthly (6 weeks, or bi monthly) basis.
These 8 basic steps will enable you and your business/company to invest in social media for the long haul. Most of these steps have to be taken everyday with regular meetings, reviews on a monthly (6 weeks, or bi monthly) basis.
