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(Article first published in September '10. It has been modified slightly to suit its publication on our site)
I have been asked a lot recently about social media for SME's, so I thought it would be useful to cover off some specifics on implementing a social media strategy. The 10 tips for best social media implementation below are not the only things you need to consider, but if you plan your strategy according to these 10 principles, you'll be off to a great start.
Before I begin the list I will say that maintaining any form of social media presence, although easy, is not simple. Sounds like a weird statement, but what I mean is that the tools are easy to use, but it's the strategy and maintenance that is tough and you will need to plan anywhere from 1 hour per week minimum to maintaining this resource (more time will be required for each platform you choose to engage with).
So here are 10 steps to a successful social media strategy:
1) Get In Touch With The Conversation.
There is a world of people having conversations about what you do/have. Do you know what they're saying? No? No problem, use tools like Google Alerts and you'll receive daily/weekly emails listing every occurrence of a discussion on a chosen topic/s. Once you know what the hot topic is you can join in.
2) Get Started.
Sounds obvious, but basically start putting information up there and sharing news and stuff. Initially you are talking to an empty room, but it doesn't matter because when you do start attracting people to your page it will look like you've been chatting away for ages. Nobody likes to be the first person at a party and it's the same on any social media platform, but especially so on a Facebook fan page.
3) Start Attracting Fans/Followers.
First fill the page with family and friends, so it looks full and then start looking for everyone else. How do you attract fans? Well it takes a little work, but it's not that hard:
a. Use Keywords/Searchwords
Every platform from Twitter to Facebook allows you to include keywords and phrases into your profile. Use this to its fullest extent, but make sure it's relevant to what you do. This allows people who are using these or similar search phrases to find your business.
b. Let People Know You Exist
The different platforms differ in terms of how you can contact other subscribers. Facebook allows you to message anyone. LinkedIn allows you to request a connection with anyone. Most other platforms allow you to contact people who are following you or you are following. So basically make connections and then engage with them and a lot of them will start following you.
c. Promote Your Pages
Put links to your social media pages everywhere - on your website, email footers, business cards and stationery and of course any advertising and promotional literature you produce.
4) Connect The Tools To Each Other.
The platforms can talk to each other, expanding your reach and making your job easier. The likes of Tumblr and Twitter now have automatic feeds back and forth to each, so you can tweet something and it's automatically on your blog and Facebook page, etc.
5) Create Great Content.
You need to plan out what you are going to say and come up content. For instance:
a. News
b. Useful Information
c. Tips and tricks
d. Events
e. Competitions
f. Ask Questions (a great way to get people engaged with you)
g. Special Offers
Also, if relevant, plan for multiple content elements like images and even video.
6) Bring Others In
If you have time constraints, but you have staff then get them involved. Definitely have a main contributor, but get your trusted staff to contribute. It will make your page/s more interactive and ease your burden.
7) Respond
If people give feedback or leave notes MAKE SURE YOU RESPOND, where relevant, EVERY TIME - Especially to any bad comments. How you handle bad feedback can actually show that you are a caring and human business - this actually helps to attract more customers.
8) DO NOT JUST SELL
Nobody likes to be sold to so using the concept in tip #5, use a mix of 80% information and 20% selling. Of the 80% make sure at least half is pure useful information in general, not just about your business.
9) DO NOT DELIVER TRIVIAL INFORMATION
Honestly, I don't care if you just made a cup of tea, took the dog for a walk or your kid has an ear infection. This is not a personal Facebook page! If you want people to stick around remember it's all about them so tell them stuff they care about.
10) Give It Time
Social media is NOT advertising. Don't expect instant sales and growth. But stick at it and keep providing useful information and it will start to reap rewards in time.
Franco De Bonis has worked in the field of sales and marketing promotion since 1990 and was most recently the global marketing manager for a major international technology company before setting up DG Group in January 2007.
DG Group is dedicated to delivering all the marketing solutions any company may require. Whether it's a website or leaflets and brochures, or even some product packaging; DG Group will manage the whole project and even provide guidance along the way.
The content in this section is the original creation of DG Group and is protected by copyright. You may use this content on your site or in other materials providing you acknowledge DG Group as the author and include a link our site.
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