1) Social Media Requires Policing And A Policy.
Ok let’s cut through the red tape and the bureaucracy because Social media policies wind up wasting time and stalling out efforts. Attempting to police every single thing published within a single channel is nearly impossible and one stands to lose more trying to get approval to reply, then just replying promptly.
It’s impossible to prepare for every possible scenario on social media. What is more, with social media speed is of the essence. One must respond quickly at every opportunity. If one has to run every reply through a chain of command, or get approval via policy, then they risk losing out. Social media is lightening quick and dialogue on it must reflect that.
The best bet is to put simple guidelines for social media publication in place, rather than a full fledged policy. Make sure that those representing your brand on social media have good judgement and then entrust them to represent you properly.
A few examples of good guidelines are as follows:
- Use your common sense.
- Beware of privacy issues.
- Play nice, and be honest.
- Allow publications to fun, while still relevant & respectful.
- Encourage conversation & discourse.
- Consider asking your representatives to add their initials to posts.
- Maintain a distinction between posts for your brand and personal posts by your reps.
2) Social Media Is 100% Free.
This can be a common misconception. Yes there is almost never a cost to sign up to a social network however the natural evolution of your social media profiles will require time & resources, which as we know requires “moola moola”. True social media marketing success requires an investment of time. It requires consistent updates and posts, content creation, publication, searching and dialogue with other users.
Do not make the mistake of assuming social media is quick and easy. If you want any real success via these channels, then you need to maintain, update and use them properly. All of these things take time and time requires money.
It doesn’t end there either. Once you have a social media plan in place and the cogs are turning, the next step is marketing analytics. The only way to see if you are truly making any progress on social media is to measure the ROI. This as well, requires time, people and software.
There is no question that social media pays however it must be looked at as an investment and not simply a free ride.
3) Social Media Alone Is Enough.
FALSE! False, false, false! Social media is a wonderful tool but it DOES NOT REPLACE other marketing strategies. Social media is simply an additional channel. It complements other parts of your strategy but it cannot stand alone.
If marketing is “fishing for leads”. Then consider social media to be the fishing line. It works great to hook potential customers, but you still need somewhere to reel them in to. A “boat” as it were. You must have a landing page, somewhere for those followers to go to find the information they need. You cannot convert social media followers to potential sales leads without a landing page(s).
Simply put you cannot attract followers in social media without good content. That content must come from somewhere, a blog, a website etc. You cannot convert followers into sales leads without landing pages (blog, website etc.) that provide necessary information and “can’t-refuse” offers.
Long story short: Get a website or other form of landing page (no Facebook does not count).
Everything can be measured. In fact one of the founding principles within every successful industry segment is “measurement”. Whether dealing with marketing, production, distribution or other, without measurement there is no way to determine the success of an endeavor and no way to determine whether to continue or not.
Social media is the same. As with every other marketing tool, social media can be measured.
So how do you measure? There are many ways, the first and primary step should be to set a goal and gauge your progress. Here are a few examples:
- Seek to engage existing consumers and gauge the number of successful conversations.
- Create an offer only available on social media, then measure how many people attempt to cash it in within your business.
- Seek to gain new leads & set a quantity to reach by a specific date.
- Seek to increase the reach overall of your content. Measure using software and analytics tools built into that specific social media platform.
- Seek to support Customer Service by reducing the need for support calls. Measure how many calls are coming in and then compare as your social media profiles begin to take flight. Monitor to see if the average number of calls per month decrease over time.
Whatever you determine to be your goal, there is a way to measure it and that measurement is crucial.
5) Your Number of Followers Is The Most Important Metric.
A high number of followers can certainly be indication of doing something right. However followers don’t generate income. They are not sales, they do not pay your bills and they will not guarantee your business survival.
Also to be considered, is that every social media platform has a high number of “spam” profiles, essentially dummy profiles that follow you simply to be followed back. There is zero value in these profiles as they cannot be converted to leads.
Instead what you must consider, is what is most important to your business. Generating massive numbers of followers should not be a top priority. Rather you should focus on thoroughly engaging a smaller number of followers in order to transform them into leads and eventually into sales.
Transition Marketing Services is a small business marketing firm in the Okanagan. Our passion Small Business Marketing. Educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how we’re doing or if you have any questions.