It happened again yesterday. I was having a conversation with a friend about her new small business. She grudgingly said, "I guess I'll have to set up a Facebook page and start using it, it seems everyone has one these days." She made it sound like something comparable to a root canal in terms of priority on her to do list. I had to chuckle as I assured her that she would live through it and maybe even come to enjoy using social media to communicate with her customers.
Even in this day and age, with the huge amount of information about using social media for business that is available and companies like Toyota now sending consumers to their Facebook page rather then their web site, so many business folks see social media as something annoying or time consuming that they "have to do" for their business because "its expected." Without question, social media can be used to create awareness and build brand equity - but so many small business owners fail to see past the "everyone else has it so I guess I have to" mentality and see how with some basic planning, social media can enhance your business and connect you with customers and potential customers.
If you are ready to jump in and start using social media to promote your business and generate revenue, here are a few tips to get you started:
Remember The Basics
Social media is a two way communications stream - the goal is to talk with your customers and potential customers, not at them. At its very core, social media for business is a conversation between a business and it's customers. If you think about your social media interactions in the same way that you think about your in-person customer interactions you are on the right track. Effective social media begins with a conversation started by you.
Start Small
Does social media seem overwhelming? Start small and build. Facebook is easy to use, free, and universally accepted in just about anyplace in the world you may do business. Not one for many words? Twitter is just as easy and all it takes to get started is 142 characters. Its okay to start with one stream and work up to more. Spend a little time looking at the Facebook and Twitter pages of your competitors or of companies you really admire. Are you customers asking you to set up a page? Perhaps they prefer Facebook over Twitter of vice versa? Once you decide which medium is right for your business, its perfectly fine to start with one and go from there.
Choose Content Wisely
Everything you post represents your business and your brand. Big companies and brands create a social media map - its a road map of sorts that outlines how and why they use social media. Your business should have the same. Creating this is easy and can be done by answering some basic questions:
If you measure every post by these criteria before you post it, you are well on your way. Simply put "does this post" in front of each question a la: Does this post live up to my company's brand promise? Does this post represent what my company stands for?
Remember, maps change over time so you should review yours often. Its okay to have fun with your content, but never at the expense of your values, promise or non negotiables.
Work Smarter Not Harder
It is a huge misconception that social media is time consuming to manage - that is just not true. I currently manage twelve social feeds in less than 20 minutes per day. Plan your posts, then use a social media management tool like HootSuite to program your posts for the day - I do this every morning. After that, simply keep the feeds open on your computer and monitor, answering questions as needed. You can also set most feeds to email you when someone posts. Be sure to take the time to respond to posts, questions, etc. - remember, its a conversation!
Don't Give Up
The biggest mistake I see folks make when they start using social media is to give up too soon. I often hear "I feel like I am talking to myself." It takes time to build a fan base and to get them engaged. Social media is not an exact science - finding your voice and what will engage your customers and potential customers takes time and patience. For awhile, it will feel like you are talking to yourself and that is normal. Be sure to ask your fans/followers what they would like to see you post and monitor which of tour posts get the highest amount of likes, comments, sharesm retweets, etc.
Have Thick Skin
Remember, social media is a two way conversation. Folks will complain. They will post opinions that are not always flattering to your business or your employees. Its not that the complaints are posted that counts, its how they are handled. Respond to complaints, questions, and comments in a timely manner. Serve the customer who complains online the same as you would the customers who complains in person or via telephone. Doing so in a public forum shows everyone (not just the person with the complaint) how you handle them and that your business is serious about making things right. After awhile, you'll be amazed at how your loyal fans are defending you and your business. Remember, everyone is entitled to their opinion. Don't correct folks unless they post factually incorrect information and if you do, do it nicely.
Hopefully this will get you started down the road to successfully using social media. I hope you will come to enjoy the ride!
Even in this day and age, with the huge amount of information about using social media for business that is available and companies like Toyota now sending consumers to their Facebook page rather then their web site, so many business folks see social media as something annoying or time consuming that they "have to do" for their business because "its expected." Without question, social media can be used to create awareness and build brand equity - but so many small business owners fail to see past the "everyone else has it so I guess I have to" mentality and see how with some basic planning, social media can enhance your business and connect you with customers and potential customers.
If you are ready to jump in and start using social media to promote your business and generate revenue, here are a few tips to get you started:
Remember The Basics
Social media is a two way communications stream - the goal is to talk with your customers and potential customers, not at them. At its very core, social media for business is a conversation between a business and it's customers. If you think about your social media interactions in the same way that you think about your in-person customer interactions you are on the right track. Effective social media begins with a conversation started by you.
Start Small
Does social media seem overwhelming? Start small and build. Facebook is easy to use, free, and universally accepted in just about anyplace in the world you may do business. Not one for many words? Twitter is just as easy and all it takes to get started is 142 characters. Its okay to start with one stream and work up to more. Spend a little time looking at the Facebook and Twitter pages of your competitors or of companies you really admire. Are you customers asking you to set up a page? Perhaps they prefer Facebook over Twitter of vice versa? Once you decide which medium is right for your business, its perfectly fine to start with one and go from there.
Choose Content Wisely
Everything you post represents your business and your brand. Big companies and brands create a social media map - its a road map of sorts that outlines how and why they use social media. Your business should have the same. Creating this is easy and can be done by answering some basic questions:
- What is my company's brand promise? What does my company stand for?
- Why is my company using social media?
- Specifically, what does my company hope to accomplish with social media?
- What are the non-negotiables (otherwise known as the things you would never do)?
If you measure every post by these criteria before you post it, you are well on your way. Simply put "does this post" in front of each question a la: Does this post live up to my company's brand promise? Does this post represent what my company stands for?
Remember, maps change over time so you should review yours often. Its okay to have fun with your content, but never at the expense of your values, promise or non negotiables.
Work Smarter Not Harder
It is a huge misconception that social media is time consuming to manage - that is just not true. I currently manage twelve social feeds in less than 20 minutes per day. Plan your posts, then use a social media management tool like HootSuite to program your posts for the day - I do this every morning. After that, simply keep the feeds open on your computer and monitor, answering questions as needed. You can also set most feeds to email you when someone posts. Be sure to take the time to respond to posts, questions, etc. - remember, its a conversation!
Don't Give Up
The biggest mistake I see folks make when they start using social media is to give up too soon. I often hear "I feel like I am talking to myself." It takes time to build a fan base and to get them engaged. Social media is not an exact science - finding your voice and what will engage your customers and potential customers takes time and patience. For awhile, it will feel like you are talking to yourself and that is normal. Be sure to ask your fans/followers what they would like to see you post and monitor which of tour posts get the highest amount of likes, comments, sharesm retweets, etc.
Have Thick Skin
Remember, social media is a two way conversation. Folks will complain. They will post opinions that are not always flattering to your business or your employees. Its not that the complaints are posted that counts, its how they are handled. Respond to complaints, questions, and comments in a timely manner. Serve the customer who complains online the same as you would the customers who complains in person or via telephone. Doing so in a public forum shows everyone (not just the person with the complaint) how you handle them and that your business is serious about making things right. After awhile, you'll be amazed at how your loyal fans are defending you and your business. Remember, everyone is entitled to their opinion. Don't correct folks unless they post factually incorrect information and if you do, do it nicely.
Hopefully this will get you started down the road to successfully using social media. I hope you will come to enjoy the ride!
RSS Feed
