From the course: Small Business Marketing

Getting started with social media

From the course: Small Business Marketing

Getting started with social media

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- Social media is a fascinating landscape and there's no one-size-fits-all approach. What works for one brand won't work for another. So as you evaluate the use of social media, you'll really have to understand your landscape and question why your consumers would be following your social media accounts. Now, that said, most consumers expect brands to be present on their favorite social platforms and to behave like they belong there. So I have some general advice for you, a starting place that you can build from as you come to understand your own audience. First, focus on engaging rather than promoting. Social media is not for one-way communications. Of course, you can talk about your product and what you offer but don't neglect comments and questions. Monitor the conversation and make sure to react or respond. Consumers don't follow brands to be sold to non-stop. They're interested in discounts, inspiration, education and even product insights. If you post things that matter to your audience, chances are much higher they'll comment and share. In other words, they'll engage. And to get them to engage, you need to know who your target is, what their needs are, what social platforms they use and how they talk and interact. Then, make sure you are present on those platforms and engaging in authentic conversations with your audience. Now if you have a teenager in the house, you know that they have their own lingo, abbreviations and even a set of emojis that they like to use. If that's your target audience, well, study their behavior and adapt your brand's communication to fit. So go check out how your target audience behaves on social media. Join the platforms where they hang out and follow a few competitors to learn about their interaction with the audience that you're targeting. While you do this, be sure to follow the conversation. You need to know when people are talking about your business or brand or the industry you operate in, so you can respond and participate in the conversation. And fortunately, there are tools that can help with all of this. They're called social listening tools. Now there are some great paid tools but a few to get you started for free. HootSuite and Social Mention, for instance. It's also a good idea to set up Google Alerts, so you'll get an email when your brand, competitors or other topics you're following are being mentioned, and then respond fast. Most customers expect companies to respond to their social media posts within 24 hours. And of course you should be thoughtful about your response but you do need to react quickly. And it goes without saying that you should be courteous. Consumers want pleasant interactions, even if they're upset or complaining. So when responding to social media posts, always be friendly and respectful. With these guidelines in mind, don't hesitate to make yourself heard. Your users are probably eager to hear from you.

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