Paska Nayden is a business coach in Easton, CT, who works with SCORE.
Is Social Media worth the effort, will it pay off or is it just a fad? When working in a large corporation known for white shirts and blue suits, I recall the internet was initially seen as a potential threat to our relationship with our clients. Today with social media, large and small businesses seem to be embracing this technology hoping to crack the code on how to create revenue by engaging clients or prospects in conversations. Big, small or one person companies at the end of the day focus on two things: improving profits by selling more stuff and/or reducing cost which should be the goal of your social media strategy.
The shift to social media is real and will only continue to grow as we learn to adapt our marketing and blend it with our traditional techniques. Who would have imagined 500 million FaceBook users and over 75 million professionals on LinkedIn with most of the growth in the last 12 months? Join the conversation, do not push your product, create value, and you will reap the benefits of being social online.
Here are few thoughts if you are just starting or want to improve your experience:
1. Pick one platform to start with such as FaceBook or LinkedIn or another site relevant to your audience. Start with one to gain experience
2. Set goals for yourself – as with any marketing effort having targets will help you create some direction and you can change them as you get more experience.
3. Complete your profile, work history, picture, make sure your education history is accurate – helps with creating connections.
4. Invite your email list of clients/prospects to join you on the social media site you selected.
5. Plan your messages through a thoughtful marketing plan – what do you want to communicate and start with 4 to 5 items that you can spread out over a few weeks so you do not run out of things to share. Maintain yours with fun and interesting content not just promos for your business. Share articles, facts, and upcoming events that may interest your audience.
6. Invest 1 to 2 hours per week seeing how other businesses are using social media sites and maintaining your site. Consistency is the key to success.
7. Join groups or make a group that you can contribute to and share information – not always selling your product.
8. Get endorsements from past and present clients/associates.
9. Outsource if needed if you decide you do not have the skills or time – outsource it but stay involved with the decisions – it must be your voice not some stranger that is building the relationship with your clients – they will know if it is authentic or some marketing glitz.
10. Relax and know that it is a “playground” at this point and we are all discovering the rules so let’s make friends as we learn.
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