So many people complain that they “use social media” but nothing happens. They are looking for that Return on Investment, before they have really INVESTED anything! Social media marketing and social media management involve so much more than most people think.
I had lunch with a potential client the other day and he voiced his skepticism by saying, “We've been posting on Facebook for almost a year and have never gotten a client from it!” I whipped open my iPad and pulled up their page–he had THIRTEEN posts in almost a year! THIRTEEN BORING POSTS! I asked him if he had a phone in his office. “Of course we have a phone,” I asked him how much business his phone brings him. I explained that his phone is a tool, it is how you connect and build relationships with that tool that will make it worth paying that phone bill each month. If you don't have people calling in orders, do you cancel your phone service? No. You change up your activities that help you connect with potential customers and then make sure they know how to get ahold of you when they want to order.
Social media management is so much more than throwing a few boring posts up each week. It is more than throwing up lots of great posts each week.
Here are 4 things that will help you get that social platform RINGING:
- Think CAMPAIGNS or END GOAL. What is the end goal do we want for the month? Then you can put together the plan to get there. What platforms can we engage people to achieve that goal? What type of information do we need for each platform to engage? When people do come, how will we ask them to take that next step closer to a purchase? Perhaps you want to drive food & beverage sales in a hotel. You are rolling out a new summer menu and you want to get the word out on Twitter, Facebook, Instagram, YouTube and Foursquare. Now you start creating an ad to drive new people to a Facebook page where there is an offer for a free appetizer or drink. You create a video of the chef showing off some of the new items and share that via Twitter and Facebook. You get the picture. The goal will determine the activities.
- Get off of your own Facebook page and start “WALKING ABOUT.” What other businesses and organizations do you partner with? Do you belong to associations or local chambers? Are there radio stations that have hosts that chat about your business or industry? Find them on Facebook and LIKE their pages from your business page. Now take a walk-about and learn about them. LIKE and comment on some of the activities they are involved in. This leaves your link and thumbnail picture on their page for people to come check you out (I'm not saying to go spam other pages–genuinely be interested in their business).
When you are on aother page and you are in the comment box, you will see your profile pic to the right. There should be a dropdown arrow that allows you to switch from commenting as yourself, to commenting as the Business Page.
- Be STRATEGIC as you connect. Most people follow others in their same industry on Twitter, which is great for staying up to date on the latest trends and happenings, but create lists on Twitter for potential clients, connect with people within a certain zipcode or geographic area using Twitter's search tools, find those same people on Instagram, Pinterest or other social sites. Now build relationships. Be interested in other people and guess what? They just might become interested in those posts you are putting up on Facebook!
- Be AVAILABLE often (if not MORE). If you use a tool to schedule posts and then never check in throughout the day, it is like putting a sign outside of your business telling of all the wonderful products and services you offer but keeping the door locked. Remember, it is not about throwing content out and leaving. It is about the relationships. It is about service. If your business has accounts on Facebook, Twitter, LinkedIn, Google+, you'd better have someone that is checking in to answer questions or reply to comments often. If you don't have someone handling this for you full time, mobile tools are critical. Use your smartphone or tablet to check in and respond to comments and questions. Don't set this as a task you only do 15 minutes in the morning and in the afternoon.
Challenge yourself and your team (if you are fortunate enough to have one helping you) to try these 4 tips and see if your social media doesn't start RINGING OFF THE HOOK! I'd love to hear how it works for you. I'd also love to hear other ideas you have for getting a greater return on your social efforts! Do share~
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