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Social Media Strategy

Posted by bellbranding on June 8, 2014

Do you have the right Social Media Strategy?

With all the buzz about social media, it can be hard to separate the hype from the actual benefit. A number of businesses have jumped in only to see disappointing results.

But social media can be a great marketing tool when it’s done correctly. Nearly half of small businesses and 36% of medium-sized businesses say they have connected with new customers through social media, according to CrowdSpring.

With all the buzz about social media, it can be hard to separate the hype from the actual benefit. A number of businesses have jumped in only to see disappointing results.

But social media can be a great marketing tool when it’s done correctly. Nearly half of small businesses and 36% of medium-sized businesses say they have connected with new customers through social media, according to CrowdSpring. Almost 60% of small businesses using social media report improved search engine rankings, and over 70% have seen increased traffic (2011 Social Media Marketing Industry Report). The key is taking the time to customize a plan to your company’s specific needs.
You need just four things for a successful social media strategy:

  1. Goals. Social media can be used for many initiatives, including building brand awareness, increasing customer engagement and retention, driving traffic to your website, generating new leads, providing customer service and increasing search engine rankings. Choose no more than two or three. Then decide how they fit into your overall marketing goals and how you will measure results.
  2. Location. There are a lot of social media channels available. Poll your customers and prospects to find out where they spend their time online, and then research those sites to determine which support your goals best.
  3. Voice. What does your company stand for? How will you communicate that? Some companies come across as quirky or fun; others as helpful or informative. Create a voice or style for your social media posts, and use it consistently.
  4. Content. Too many companies get off topic and provide content their audience doesn’t care about. What you ate for lunch might fit your company voice (see #3). But if it doesn’t, don’t post it. Your focus should always be on providing information that your audience will find valuable, entertaining or engaging.

Finally, remember that social media is social networking. And just like in-person networking, the more helpful and likeable you are, the more your followers will respond, share your content, and refer your company.