Social Media Marketing

Social Media is inevitably here to stay and with it being very tough to track ROI it remains a head scratcher as to why it remains so strong.  Of course everyone loves opinionated material which is what social media is fueled by, it is the virtual word of mouth.  So to begin the week here is a post on 10 things that you should ask when creating a social media marketing plan by Kim Lachance Shandrow

1. What should my company aim to achieve with social media? 
That depends on the type of business you’re in. You may want to use social media to gain exposure for your brand, to directly interact with your customers or to promote specific products and services. Create and Identify specific goals according to the nature of your business, think about how you can use social media to solve your customers’ problems.

2. Who should set up and maintain my company’s social media accounts?
If you’re a small company with few employees, consider delegating the task to a staff member who has a good track record of implementing effective social-media campaigns. If you have a larger company, a qualified employee in the marketing department might be a good fit for the task. Businesses with larger budgets but not enough experience with social-media marketing could benefit from hiring a social-media marketing consultant or firm.

3. Should my company have a presence on all of the popular social-media networks? 
As a starting point begin with a blog and a presence on just one social network, at least for the first few months. Which network? Find out what by surveying your customers about which platforms they use the most.  The more your company grows — as well as your digital marketing budget — the more social networks you can experiment with.

4. What are the best social networks for small businesses? 
Whether your company is large or small, you can’t go wrong with a Twitter account. It’s a platform that is easy to learn and use, and you can’t beat the 140-character limit.  Google+ is essential to be on, if only to boost your site’s search engine optimization (SEO). If your company is mainly a B2B firm, you’ll want to be on LinkedIn and Slideshare to reach influencers within your industry. For B2C companies, being on Facebook and Pinterest can be smart.

5. How often should I post new content on my social networks? 
You should be posting on all of your social networks two to five times a day. Your followers visit social-media sites at different times of the day. One post a day simply isn’t enough because most of your fans won’t see it simply due to timing so to reach more of your followers more often, stagger your posts consistently throughout the day.

6. What types of content should I post on which social platforms?
Certain types of content generally work better on certain social-media platforms, for example, Facebook, Pinterest, Google+ and Instagram are inherently visual, so striking, memorable images of your products, company events and perhaps behind-the-scenes snapshots of employees at work can be effective choices for those particular platforms. But text-only status updates on Facebook without an accompanying link also trend well, especially when asking questions.

On Twitter, aim for a good balance of tweeting about your company and retweeting others’ content, including that of your business partners and industry influencers. LinkedIn is popular for sharing company news, productivity tips and thought leadership articles.

Many experts suggest a curating a diverse mix of content types (standout photos, short videos, useful links, helpful tips, thoughtful question, etc.) across your social-media platforms to keep things interesting and fresh. When you do, your followers will come back for more.

7. Should I use social media to provide customer service? 
Social media is fast becoming the most common way for current and potential customers to interact with businesses. You can use Facebook, Twitter, Google+ and other platforms to instantly (and publicly, mind you) field and respond to customer questions, order status inquiries, and, yes, even complaints.

8. How can I convert social-media followers into customers? 
There aren’t any surefire tricks to earn fans’ and followers’ dollars, though some tactics seem to work better than others. For instance, Facebook ads can be an easy, inexpensive way to grow your fan base, increase engagement and collect sales leads. It’s up to you to convert those sales leads.

Implementing a cross-platform contest that integrates several social channels, like Twitter, YouTube, Facebook and Pinterest should be of interest as well. Sweepstakes that offer rewards that resonate with your target market can be effective in attracting potential customers. To drive consumers to your online store, for example, you might send a tweet that describes a contest on your Facebook Page with a link to the rules and entry form found within your online store.

9. How can I measure the success of my social-media marketing efforts? 
It’s important to continually track your social-media marketing metrics in order to gauge which tactics and types of posts work and which don’t.

Some social platforms offer their own metrics. Facebook, for instance, gives Page administrators access to Page Insights data for free. These tell you how many people are interacting with your posts. You can use the data to better plan future posts and decide on the most effective ways to connect with your fans and followers. LinkedIn also provides similar information for company pages.

Use Google Analytics to see how effective your social-media campaigns are at driving traffic to your main website or online store. If you see Twitter, Facebook, Pinterest or other social platforms you’re active on listed as top referrers to your site, your social-media efforts are not for naught.

10. What is the biggest mistake to avoid? 
Ironically, the answer here is not having a social-media plan. So, have one and stick to it. Social media is constantly changing, so you need to be ready to change and adapt all the time as well. Constantly evaluate and refine your social strategy. Doing this on a monthly basis can help you identify which tactics are working and which ones to ditch.


Have you started to take full advantage of social media marketing yet?  Lakeview Productions utilizes all marketing vehicles successfully for our clients and have continued to provide top ROI results year after year, give us a call to find out how we can help you! 

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