Too many companies waste their time on social media. Numerous business owners admit they’ve spent countless hours posting on Twitter and Facebook with nothing to show for it. They’ve made accounts, posted some stuff, but nothing really happened. So is it safe to write off social media completely? Absolutely not.
Let’s get one thing straight – social media is not a waste of time.
When monitored correctly, social media compliments your overall marketing campaign. You’ll increase brand awareness, drive traffic to your website, humanize your brand, and reach your customers in real time where they like to hang out most. So where do businesses go wrong? The problem is in their overall approach to social media (or lack thereof). Haphazard attempts to take your brand to social media without objectives, direction, and commitment will be destined to fail.
“But everybody’s doin’ it!”
Slow down cowboy. I know a lot of brands feel pressured to get on social media, but before hopping on the social media bandwagon, you need to understand what it costs to ride. Here’s a few general concepts you should grasp before taking the plunge: You need to identify your target market, understand how and where to speak to them, and recognize the level of commitment it takes to successfully represent your brand on social media.
Know Your Audience
Identifying and speaking to your target market is arguably the most important factor for making an impact on social media. Don’t spread yourself too thin by trying to be active on every social network. Learn about your different options, and focus your time on the platform where your audience is participating.
But that’s the easy part. Where most companies fall short is in regards to the content they produce and share over social media. Don’t be overly promotional; no one can, or wants to, interact with a commercial. For (a bad) example, the constant updates about your pizzeria’s Saturday Specials are not enough to draw a crowd – no matter how good your crust is. Give your target market a reason to follow your brand on social media page. Do so by producing engaging content that resonates with your target market. Be funny, be witty, be approachable, but above all – keep it relevant and true to your brand.
Anything worth doing is worth doing right
Building your social presence takes a lot of time and effort – are you prepared for the responsibility? Will you look after it each day? Nurture it? Be there when it needs you? This is actually starting to sound like the same conversation my parents had with me when I asked for a puppy as a child, but the same principles still apply! Side note – it turns out I wasn’t ready for a pet after all…
Just as I didn’t have the schedule to care for a puppy, many companies don’t have the time to invest in social media, even if it should be part of their marketing strategy. But there’s no shame in admitting that you don’t have the proper resources for managing a social presence to the fullest; that’s what Smart Source Media is here for. We understand what it takes to be successful on social media. We have the tools and knowledge to make your brand shine on social, all while freeing up your time so you can focus on what you and your company does best.
Interested in seeing what social media marketing with Smart Source can do for your company? We’d love to hear from you. Schedule a free consultation so we can talk about it.
Written By: Tony Sansone, Internet Marketing Associate