Social Media Strategies Made Easy– Part 2

5 Jan

The next simple steps are matching your answers to last week’s questions with the appropriate corresponding social media platform options. As the title states, we’re keeping it simple here. With this in mind, don’t bite off more than you can chew. You don’t have to enter every social media platform in existence. Start with one or two at a time. The most important part is to be consistent, committed, and systematic. In other words, do a couple of things great instead of many things half way.

Our first question that needed to be asked and answered was, “what are you trying to accomplish with your social media strategy?” In other words, what is your goal? The answers to this provide the first a major step in planning your social media strategy. Your answer may be one or all of the following:  (1) We want to drive more people to our Web site. (2) We want to let people know what we’re doing.  (3) We want to announce events we have planned and invite people to attend.  (4) We want to get feedback from our clients, know what they want and need from us.

Our second question was finding where your audience “lives” on the Web. This is an important question to answer, as it will be the best indicator for your first couple of entries into social media marketing. The best ways to find answers to is to (1) ask your current customers for the sites they visit, and (2) surf the Internet yourself to identify where your audience seems to show up.

Website: Your Storefront
The first goal of social media marketing is to drive traffic to your Web site. That Web site is your virtual storefront. It needs to be clean, offering robust content, easy to navigate, and representative of the tone and tenor of your company/organization. The following social media tools will “lead the horse to water.” Your Web site is what will determine “if you can make the horse drink.”

Facebook: Transcends the Generational and Technological Divide
Facebook is certainly the most globally accepted.  Parents use it to share pictures and information with family members. Kids use it to communicate with one another. Grandparents use it to stay engaged with their children and grandchildren. Associations use it to stay in touch with their membership. Subsequently, if you have a broad audience you are trying to reach, Facebook is a great place to start.

LinkedIn: Connectivity to a Mobile Workforce
LinkedIn provides a great professional platform to track and stay in contact with your clients, colleagues, and competitors. You no longer have to carry a stack of business cards in order to try to track down your essential business contacts. Equally important are the LinkedIn discussion forums that provide you with an array of knowledge leaders that can offer advice, Q&As, or simply provide feedback. If you are in region of the city, country, or world where you do not have easy access to your professional peers, LinkedIn provides a valuable resource. It also provides a great opportunity to generate your professional profile/resume (including recommendations) that establish your level of experience in your field.

YouTube: Short Videos Add Personality
YouTube offers an opportunity to include videos on your Web site as well as videos to embed in your marketing proposals and presentations. You can start simple and then progress into your own YouTube Channel. Added benefit, Web sites using video in their online content increase the likelihood of your site appearing on a Google search.

Take this week to match your goals and your audience with the appropriate platform(s). Next week, we’ll discuss how your content matters. What is your message, how to say it, and why does that matter? Until then…share your thoughts!

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