This week’s blog session is designed to show small business owners with a small budget and staff exactly how social media marketing can save your business time, money and sanity!
In Part I of this series we went over Steps 1 – 3: Know Your Objectives, Know Your Target Audience, and Listen to What People Are Saying About Your Business. Let’s pick up where we left off.
Step 4 – Invest in Choosing the Right Social Media Platform
So you’ve set some clear objectives for your small business and what you want to accomplish with social media. You’ve also taken the time to identify your target market and tune into what people are saying about your company online. Now it’s time to take all that information as a means for identifying the best social media platform for meeting your goals and target market. Most businesses appear to start with Facebook based on the platform’s popularity however your target audience might actually be spending more time on Twitter or another platform. It’s a case of research, research and more research. You must research which platform your target audience is using and start with that (Jackson, 2015)!
I would also recommend starting off with no more than two platforms if you’re business is new to social media. If you already have several social media platforms currently going evaluate your top two – three channels and narrow your scope down to working with just those. Master these platforms before expanding (Hessinger, 2015). The Facebook Demographic Chart below from SproutSocial.com is a helpful example of identifying what platforms your customers might be using. Here are more detailed resources to get you started:
- SproutSocial.com has a great article based on Twitter and Facebook demographics as seen in the below image. Click here to learn more.
- Pew Research Center also offers some great demographic information based on the internet’s top performing social media platforms. Click here to learn more.
Step 5 – Invest in Creating a Calendar
Now that you’ve nailed down two primary social media platforms which meet the needs of your target market you want to start to organize an editorial calendar. Your calendar should be based on determining what content appeals to your target market, determining how often you can post, creating or sourcing that content and finally adding posting dates to your calendar. Learn more about getting started and formatting an editorial calendar, click here.
Step 6 – Invest in Measuring Your Success
The bottom line to all of this is if you don’t measure you have no idea if the time you invested in research, coordination, planning and execution was worth it. Whatever social media tactics and or platforms you choose, make sure you take measurements based on your original goals. Taking measurements will help you determine if you customers are engaging well with your content and social media presence as well as help you determine ROI (Lentz, O’Leary & Sheehan, 2011). Yes, social media analytics and the measuring tools available can be a bit overwhelming so start here to get a feel of what’s possible.
That does it folks! Thanks for hanging out with me and this series on saving time and sanity with social media. If these articles helped or there’s something else you would like more information on give me a shout out, let me know!
And if you’re still not inspired check out this video on how one small business used social media to change the game!
Cisnero, K. (2014, Jun 30). 3 small businesses that found social media success. Hootsuite. Retrieved from https://blog.hootsuite.com/small-business-social-media-success-stories/
Hessinger, S. (2015, Nov 16). 26 Tips for Saving Time on Social Media. Retrieved from https://smallbiztrends.com/2015/11/tips-for-saving-time-on-social-media.html
Jackson, D. (2015, Sep). Facebook vs. Twitter: which is best for your brand. Retrieved from http://sproutsocial.com/insights/facebook-vs-twitter/
Lentz, S., O’Leary, S., & Sheehan, K. (2011). Small Business Smarts: Building Buzz with Social Media. Westport, CT, USA: Praeger. Retrieved from http://www.ebrary.com
Category: Advanced Tactics