Social overload

You‘ve set up a gazillion social media accounts for your brand. Now what?

It’s usually a directive from above. ‘We need to be on X network.’ ‘We need to have a Y account.’

Wrong approach. Calm down, have a biscuit and think about this for a second.

The points made in this article are right on the money.

It’s not about quantity it’s about quality. Make your content compelling and relevant. Sales guff makes you look silly on social media. Do less and do it well (this should apply to everything actually). You don’t have the resources to manage all those accounts effectively. You probably don’t have the resources to manage two accounts properly. And if they are neglected or mismanaged they will do you more harm than good. Do some ROI analysis before leaping in – and don’t underestimate the ‘I’ bit.

The article quotes Steve Jobs:

“Deciding what not to do is as important as deciding what to do”

Getting results takes time, effort and energy. Sure, your personal facebook page didn’t cost you anything but your business’ social presence will. It will cost you double-figures man-hours a week and a considerable amount of time and energy crafting your tone of voice, creating your content, making sure you are seen in searches and building the kind of credibility that your followers will respond to.

You need results today? Then you should have started a year ago. Calm down and have another biscuit. Start now, review constantly and plan realistically about when your efforts will bare fruit. Dedicate resource to the task properly. Managing social media isn’t something your existing resources just ‘slip in’ around what they’re currently doing. If you want results you will have to add resources or trim back on other activity.

Having a clear objective is key. Are you trying to grow referrals to your website, sell directly from your social media pages or build a community around your brand? If you don’t have a clear objective you have nothing to measure your success against. Make a plan and follow it.

What social media platform(s) you use should be dictated by where your audience is and whether the medium is the right fit for your product or industry. For example, if you are selling industrial grade widgets for a specialized heavy manufacturing process, the chances are that you don’t need to be talking to all those young women looking at food recipes and summer fashions on Pinterest. But if you are a fashion retailer then that’s exactly where you need to be.

Your net promoter store is your most useful measure of performance. It represents the percentage of customers who would recommend you. You are trying to maximize the number of people who rate you 9 or 10 out of 10. This comes down to quality product. Social media won’t save your brand if your product or service is below par.

Your marketing team will make the best judgments on your social media strategy. Let them. You can help them best by focussing on getting the product or service right and removing obstacles for them so they can believe in what they are selling and gain your brand the credibility it needs online to grow business.


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