Social media has not been around that long; Facebook is barely seven years old, for example. But in today’s business and social environment, for many companies that sell directly to the public, having a social media strategy is no longer an option. You gotta have one.
Yes, I know. Social media is a good way to throw away good money and time into something that rarely demonstrates a clear ROI. You still gotta have one. Why? Because your customers expect you to have one, and your competitors probably have one (check to be sure), and you need to play if you want to stay (in business). So what are some tips on how to do it?
First, social media is all about interaction. Direct promotion often has to take back seat. That means asking questions, responding to issues and concerns from customers, receiving feedback early and often. It also means giving them something of value for being Friends with you on Facebook or following you on Twitter. That could be discount coupon, insight into changes you’re planning to implement, including changes based on suggestions made on Facebook. Make sure your customers know about what you’re doing online, via your web site, your brochures, your products, and any other ways you connect with customers.
Secondly, social media requires constant feeding. People will come back if they get new stuff from you, but you need to keep updating your status, adding new tweets, offering new deals, and so on. That doesn’t have to take a lot of time, as posts can be short and informal to match the character of the social media world.
Finally, have some fun with social media. Tell some stories, quote from something a customer told you, mention a recent insight you had about the business. Keep it lively, interesting, and valuable, and people will tell their friends about you and keep coming back. More importantly, they’ll feel more connected with you and your business, which will help keep them as loyal customers.
So be sure to design a social media strategy as part of your marketing strategy in your business plan.
Good luck!
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Rolfe Larson provides consulting and training in areas such as strategic planning, market research, feasibility analysis, business planning, marketing, and implementation strategies.