It can be daunting for a small business to manage and grow a large social media presence, especially when competing with all-star brands like Apple or Google. The reality is, any company can thrive through social media when you base your strategy on a few simple tips.
Appoint a social media champion.
Continuously managing multiple accounts through Twitter, Facebook, LinkedIn and newsfeeds is impossible if you’re also presiding over various other facets of your business. Delegate the effort to someone who can focus on marketing through social media while you continue to grow your business in other areas.
Post content regularly.
Most of the time, when writing for the web, quality takes precedence. However, when it comes to social media, holding back posts for review or editing can be more detrimental than releasing average or debatable content. Readers react most to current and consistent material. Try not to micromanage your social media champion and have confidence that they know how to capture your audience. The occasional faux pas will happen, but it’s impossible to please everyone.
Have your own voice.
Pull in your followers with personality. Whether you choose to identify your brand as witty, silly, a bit cheeky or fun, make yourself stand out amongst the dry, conservative white-collar companies. No one ever said professional had to be boring. Your audience will respond more to a unique representation of your business.
Engage your followers.
Most social media foundations are rooted in participation as a means to growth. With that in mind, reach out to your audience through interactive posts—questions or contests—that inspire people to comment. Also, respond publicly to questions directed toward your company. These behaviors will fortify your relationship with current followers and increase your visibility with potential clients.
Keep an eye on your competition.
An easy way to evaluate marketing strategies in your industry is to spy on your adversaries. What are other similar companies doing? What works or doesn’t work for them? Try to learn and build on their successes and mistakes. This can be a great starting-off point.