5 Simple Steps to Utilising Social Media
Without it Taking Over Your Life
No matter the size of your business, Social Media has become an integral part of its success. Whilst large companies have the finances to employ full-time social media managers, it’s not a luxury afforded by all. Small businesses, start-ups and freelancers are still responsible for managing their own social media presence and more often than not, the success of their business depends on it.
Using social media to your advantage and connecting with your market doesn’t need to be overwhelming, time-consuming or expensive. Following these simple steps can help your business succeed online without surrendering your life to social media.
Start With A Plan
As with all business models, the most important aspect is to have a strategy in place. By figuring out exactly what you are trying to achieve through your social media presence, you are better prepared to direct your time to the most useful tasks.
- Set specific goals and objectives attainable, measurable goals based on metrics that will have a real impact on your business, like acquiring customers or increasing sales.
- Research your competition. Save time and blunders by learning from your competitors mistakes and wins.
- Conduct a social media audit. Step back and examine what is already working for you and what isn’t.
- Create a social media calendar. Make sure that your content is where it should be, when it should be, with the right mix of content types for your audience.
Now that you know what you will be using social media for, you will be able to schedule how and when to use it in the most efficient ways.
Social media use is more than just posting content, you need to be engaging with your potential customers, too. Make a calendar or timesheet with allocations for creating content/graphics, scheduling, engagement etc.
Visual aids are great for reminding us to keep on task so make sure it’s physically noted in your to-do list or calendar and kept in view. You should set a specific amount of time to each part and you can even use a timer to make sure that you stay on track.
Choose the Right Platforms
It might seem like a good idea to be on all of the social media platforms, but if your target market isn’t there then you’re wasting your time. Your energy could be focused on another more profitable part of your business. It’s important to know where your target market is so that you can be there, too. This will result in less time spent making more profit.
Don’t assume you know where they are. It might seem obvious that Pinterest isn’t the best platform if your business sells bodybuilding supplements but you can use these handy social media demographics, put together by Hootsuite, to figure out where you should be.
Know Your Audience
As a small business or freelancer, you are able to micro-target your ideal clients via social media. This is a crucial part of your time spent on social media. Getting to know your audience allows you to create content which is specifically geared towards them and in return converts to more sales/customers and less wasted time.
Twitter and Research Now reported that 93% of people who follow small and medium-sized businesses on Twitter plan to buy from the businesses that they follow.
Quality Over Quantity
Trying to post on all of the social media platforms all of the time is a sure-fire way for your social media use to spiral out of control.
It’s much more time-effective, and successful for your business, to reach out to your audience in the places you already know they are present. Providing good quality content instead of spam builds a trustworthy brand and a well managed social media schedule.
The most effective means of social media use is to take advantage of the vast array of automated management tools. These are designed specifically to simplify your workload and mean that you can be posting on social media without actually being present on it.
There are countless different software options for this and they cover everything from scheduling content posting and centralising messages/mentions from all platform accounts, to curating content and creating in-depth analytic reports.
You may not yet be in the position to spend money on such programs but there are many free options available to you. Most of them have upgrade options for paid versions, too. If you decide to pay for them, you can include the rates in the bills for any clients that make use of them in your account. Some of them include –
- Google Analytics
- Social Oomph
Utilising these will allow you to allocate just one slot per day or week to your social media use instead of being stuck on it all the time.
If there is one thing to remember about social media though, it’s that:
Automation is no replacement for organic engagement.
Social media users are always looking for authenticity and connection. This is what will ultimately drive your business success on social media. Make sure that whatever else you automate, you include time in your plan to interact with your audience.
- Respond to comments/messages
- Comment on blog posts
- Like other relevant groups/pages
- Repin images on Pinterest
- Mention/Tag on Instagram
Whilst engagement/interaction may seem like an easy thing to omit in order to spend less time on social media, it is actually the most important part! If you choose only one thing to implement from this list, make sure it’s engage-engage-engage!
Running a business is time-consuming enough, don’t let social media marketing take up all your valuable time or cause unnecessary stress. Try these steps and let me know in the comments if you have any other tips to share!
Chances are you’re already utilising Facebook to engage with the people who matter to your business and build a rapport with your followers. But have you ever considered using Facebook ads to further boost the visibility of your small business online? If you haven’t, maybe 2018 should be the year you give them a try.
With 2.07 billion monthly active users [source: Statista], Facebook is the most popular social network worldwide by quite a bit. In fact, the number two social network (if you exclude YouTube and the various instant messaging apps), Instagram, has (only) got 700 million monthly active users [source: Statista].
As you can see, given its immense popularity and reach, Facebook is a force to be reckoned with, which is why its native advertising platform is so powerful for businesses.
Still not sure?
Here are my top 5 reasons why you need to be leveraging the power of Facebook ads this year:
1. People eat, sleep and breathe social media
Today, Internet users spend a ridiculous amount of time on social media, especially Facebook. According to a study by influencer marketing agency Mediakix, people spend, on average, 35 minutes per day on Facebook. That equates to 1 year, 4 months on Facebook in a person’s lifetime.
There’s no denying that there are people who may be interested in your business on Facebook. All you have to do is find them with some clever advertising.
2. Potential reach is immense
As I’ve already mentioned, Facebook dwarfs the competition when it comes to monthly active users. Let’s put that into a bit more perspective.
Right now, it’s estimated that there are almost 7.6 billion people in the world. That means almost 30% (27.24%) of the world’s population has a Facebook account. Okay, so some people will definitely have more than one, but it’s still a staggering reality and highlights just how many people you can potentially reach on Facebook.
3. Audiences are laser-focussed
Facebook lets you laser-target your ads so they reach the people who matter. For example, you can target users by location, age, gender, ethnicity, education, interests, connections, behaviour and more.
This is possible because of the enormous amounts of data Facebook has stored about its users. Every time you share a post by your favourite author, Facebook knows and it logs that information for future use.
4. Facebook ads work
Because of Facebook’s massive user base and the laser-targeted advertising capabilities, your ads can reach people who are likely to be interested in your business and its products/services. The fact you can immediately exclude people based on their preferences or demographics means you’re not wasting your advertising budget reaching individuals who are not your ideal customers or are likely to have zero interest in what you have to offer them.
5. Organic reach is dying
Last but certainly not least, is the fact that organic reach on Facebook has been reduced significantly in recent times. It’s not surprising really when you consider how lucrative Facebook’s ad platform is for the social network. In fact Mark Zuckerberg made an announcement just last week about their aims for the future, which you can read here.
The good news, though, is that you can create Facebook ads that reach a large number of people with only a very modest investment.
With Facebook ads, you can drive more traffic to your business website, generate more leads, encourage people to interact with your page, expand your reach and secure more sales.
Want to know more? Follow me on Facebook and book a call with me today and get started on your Facebook ads journey.
I can’t believe that in just under four weeks’ time, my Online Productivity Tools & Applications Facebook group will be celebrating its first birthday. Wow! Where has that year gone!?
Even if I do say so myself, the group has gone from strength to strength. We’ve now got 342 members (at time of writing) and are getting new member requests on a pretty much daily basis.
If you’re not already a member (and why not?), the group is designed to be a place where people can seek advice, discuss and tell others about all the cool tools and apps they use on a regular basis to help them be more productive in their work.
The group’s got a great community spirit and positive vibe about it, with absolutely zero spam – something that’s a pet hate of mine, which I think ruins many great groups.
Group members are also among the first to hear when Phil Byrne and I release our monthly podcasts showcasing our favourite apps that have made a difference to our online lives that month.
If you missed our latest one, check it out now here. I talk about two Slack apps I’ve been using, one of which enables me to read and reply to emails, tweets and Facebook updates right from within Slack itself.
Talking of Slack, I’m also hosting a webinar dedicated to the tool on August 10. You won’t know about this unless you’re a member of the Facebook group.
The webinar will focus specifically on Slack Productivity Power Tips & Tricks.
In addition, I have created a bespoke Slack channel* to complement the Facebook group, which I will use in conjunction with the upcoming webinar to demonstrate functionality.
There are a lot of people who use Slack on a daily basis and would be interested in being part of an ongoing Slack channel* that serves as an extension to the Facebook group (as indicated by a poll we undertook in the group recently).
I envisage the Slack channel* being an ideal place for people who aren’t on Facebook all the time to ask questions of the other group members.
See you on August 10 for the Slack webinar!
*Please note the Slack channel which was set-up for the webinar is no longer running.
Those of you who know me will know that I absolutely love online tools and applications. I use them every single day and they’ve become a crucial part of my success when it comes to productivity and efficiency.
Now many of you may be thinking, I don’t use many online tools or applications, what’s Jo talking about?
But I guarantee you all use more than you might think.
That’s because you’ll have taken for granted many of the tools/apps you use on a daily basis, but without them your working life would be considerably different.
If you use an online email service, such as Gmail, for managing your emails and Facebook for elements of your online marketing efforts, you’re absolutely taking advantage of online tools and apps.
Monthly Online Apps/Tools Podcast
In fact, my huge fondness of online apps and tools is the subject of a monthly podcast with the lovely Phil Byrne, strategic director at Positive Sparks.
Each month, Phil and I discuss our top/favourite online tools and apps for the month.
Our latest podcast (link at the bottom of this post) focuses on some apps you might not have heard of.
For example, we discuss RSS tool Feedly, which I started using when Google Alerts was pulled, and has now become my go-to app for content curation. I won’t give too much away as I want you to listen to the podcast (obviously), but I will say that Feedly has transformed how I curate content for both myself and clients.
I also talk about an app that I signed up to ages ago, but never got round to using. It’s called Zapier and it’s an app integration platform that is similar to If This Then That in nature, which I’ve talked about in a past blog post.
I’ve so far created several ‘zaps’ as they’re known and it’s turning out to be a really useful tool. It integrates with loads of other apps that I already use and has bags of potential.
Phil also talks about YouCanBook.me and Niume, an intriguing content sharing system that I previously hadn’t heard of, but sounds like it could be a great collaboration tool.
Join my Facebook Group!
I try to share my penchant for online apps and tools with as many people as possible whenever I can because I know how many benefits some of them can bring. That’s why I recently created a Facebook group in which people can talk about just that.
It’s called Online Productivity Tools & Applications and it’s open to anyone. There are only a few rules, the main one being that no spam is allowed. Other than that people are free to post links to their favourite apps or online tools that they use and discuss the numerous benefits they afford.
I’d love for you to become part of the group because I really do think it provides a lot of value. Even if you learn about one new tool or app a month it will have been worth it.
You can find our favourite apps/tools for October podcast here. Be sure to subscribe to the channel so you don’t miss out on any in the future.
And here are the links to the apps we talk about:
Why you might want a Social Media Manager (SMM)
Many small businesses have grappled with social media, have gained some traction and have done a good job of building and managing their communities. But what happens as your business, and your following, grow simultaneously? Inevitably, there comes a point when you need to consider how to keep on top of your social media tasks and your business.
If you feel that you are at that tipping point, then it’s likely time for you to consider hiring an SMM to handle these responsibilities full time. Keep in mind, that this is a position more commonly associated with large businesses whose social media accounts are virtually overflowing with content and feedback and who have a large enough budget to devote resources solely to social media.
There are a number of job titles, which refer to a very similar set of responsibilities as a Social Media Manager might handle, as well as spinoffs and more specialised roles. Here are a few examples:
- Social Media Strategist
- Social Intelligence Professional
- Brand Ambassador
- Media Manager
- Community Manager
- Content Strategist
Most of the time in a smaller company one or more employees, as a secondary responsibility, fill these roles. However, in larger companies with the requisite budget to hire a specialist for each position within their social media department, multiple employees might fill each of those jobs as their primary role.
What does a Social Media Manager do?
The list of responsibilities assigned to a SMM can seem bottomless, but that is just the nature of social media. It is a constant, living representation of your brand and someone needs to be able to make sure that it is an accurate reflection of your company and its goals. To make it a little simpler, the basic responsibilities of a SMM are listed below in four categories.
A quality SMM needs to not just be able to manage and direct the flow of your social media presence, but also actively plan how to make it as effective as possible. The SMM should be setting goals for various aspects such as followers, comments, and reach. They must be able to strategise the course of content development and distribution based on the target audience. Content of course must also be in the particular brand voice, valuable to the audience (engaging) and, wherever possible, shareable.
Building a content strategy also means they will be responsible for ensuring that your company’s key messages are a focal point. Part of getting those messages effectively to the community that you are interested in reaching will include identifying and contacting valuable influencers. Some people wield great influence in the social media sphere and if they pertain to your company’s audience, then they cannot be overlooked as a resource.
2. Content Creation and Curation
SMMs have to be able to do a variety of types of content creation to be effective in their jobs. From writing blog posts and responding to tweets to sourcing images for use, a SMM needs to be a jack of all social media trades. It is also important that they are able to create or alter images to be certain that they are viable for use with the brand they will represent.
In order to effectively create content and get it noticed, SMMs must also be informed of what is trending or may start trending. A key skill is finding out what keywords, tags and hashtags are going to help to get your message to the widest audience while also appealing directly to your existing social community.
3. Community Management
Even if not directly responsible for it, one of the SMMs most critical roles is ensuring that comments, messages, emails and tweets are responded to promptly and in the brand voice. One of the easiest ways to lose ground in your social media community is to be ineffectual in your responses. Timeliness and consistency are crucial to maintaining a positive image online. This also includes being very engaging and showing appreciation for positive feedback, while at the same time responding thoughtfully to negative feedback. That doesn’t mean that your SMM should be admitting fault or getting hammered by insulting Facebook comments, but negative feedback should be acknowledged and used to help enhance a company’s social media strategy.
4. Analysis, Reporting and Consulting
Because the SMM is at the helm of the social media ship in all senses, it is imperative that they are reporting regularly back to the company about recent developments. This does not need to be daily necessarily, but monthly at least, and in many cases weekly updates would be better. Social media moves too quickly for anything less frequent.
Reporting should be done according to how progress is made on the goals that were set. Developments in the course of a week or two can be indicative of working strategies or those, which need improvement. The SMM needs to be able to analyze the trends of the company’s social media trends and use the data gathered to better implement current strategy or, in some cases, create a new strategy for the brand.
Ultimately a Social Media Manager is responsible for building and strengthening the bridge between a company or brand and its target audience. It is a role with critical responsibilities and lots of them. To reiterate, most small companies will not be in a position to need a full time SMM, but for larger companies it will be difficult to survive without one.
Photo credit: mkhmarketing