5 Ways to Up Your Social Media Game (And Why It's Vital to Your Success)
Stellar social media use means way more than just responding to the occasional question about your opening hours on Facebook or retweeting a positive product review.
It means managing your complete social strategy to raise brand awareness, grow your audience, generate leads, earn trust, build credibility, and engage prospective and existing customers.
An effective social media management team oversees accounts across different networks, schedules posts, researches audiences, interacts with followers, collaborates with colleagues from multiple teams to create content, and more.
Sounds complicated, right?
Well, it can be. But good social media management is crucial when more than 70 million companies are on Facebook and customer service interactions on Twitter have increased by a massive 250% in the last two years.
Without social media, you could miss out on invaluable opportunities to make a bigger market impact — costing your small business big bucks down the line. So, upping your social media game is key to building a stronger presence and boosting your audience engagement. But how do you do it right?
Here are five simple, but effective, techniques to try…
5 Social Media Management Tips to Try Today
1. Keep your content fresh and tailored to target customers
Successful social media content has the power to attract followers, encourage shares, and drive more traffic to your website. Even users who don’t click through to read the content itself may engage with the post based on the headline, image(s), or messaging — getting your brand in front of fresh eyes.
And while you have to publish high-quality posts regularly to engage your followers (that much is a given), how often you have to do so will vary depending on platform and audience size.
For example, the average tweet will only be visible on a customer’s feed for 15-20 minutes — so you’ll need to post multiple times each day if you want to be seen and heard. But over on Facebook, businesses with small audiences should post no more than once daily.
Not sure how to decipher your ideal posting frequency? Just look at your competitors. Pay attention to how often they post and the types of content that attract the most attention (e.g. videos, polls, links to new blog posts). A little research here can help you get off to a very solid start.
2. Remember: social is a two-way street (even if you don’t like what you read)
Social listening is a popular technique to help small businesses understand their audience, current trends, and potential issues better. It’s not just about monitoring conversations about your brand, but about your entire industry or niche too.
Paying attention to what people are saying about you — positively and negatively — reveals opportunities to improve. You’ll see what might be going wrong and how you can deliver a better customer experience.
Sure, it’s easy (and tempting) to ignore a follower who criticizes one of your products or services. But if you engage with them and get to the root of the issue, you could still retain their custom — and look better in front of other followers to boot.
After all, if you’re seen to reach out and solve a problem, this will reflect really well on your business as whole. The stats speak for themselves: 88% of consumers are less likely to purchase from businesses who leave complaints unanswered.
3. Ignore likes and shares — and focus in on the good stuff
Everyone likes seeing their social media posts doing well. A thumbs up here, an emoji heart there — it’s good for the ego. But it’s not that good for business. Dig a little deeper, and you’ll be able to understand what you’re really doing right.
Studying social media analytics reduces the risk of your small business wasting time and money on posts that go nowhere. You want to know which posts lead the most users to your website and which prompt the highest number of conversions. That’s where the magic is!
4. Show your business’s human side
When introducing your small business to social media, you might use a “professional” tone by default. And that makes sense. There’s a lot of competition out there. You want to be taken seriously. You want to build credibility. That’s fine.
But what’s not fine is presenting your enterprise as just another anonymous brand. Don’t be afraid to make jokes with followers and share funny (but appropriate!) videos or memes. The aim of the game on social media is to deliver value and boost engagement. You don’t want to be seen as relentlessly trying to sell your products or services.
Show off your hard-working team and your productive workspace. Create short video tours and host Q&As. Pay attention to common questions and share posts which answer them.
It’s about putting yourself in your customers’ shoes and asking what you’d like to know about your favorite brands.
Presenting your brand consistently across all platforms can help boost revenue by as much as 23%. So define your business’s (human) voice and stick to it.
5. Experiment with paid social posts
Facebook, Twitter, and Instagram all offer paid advertising services. You can pay to run ads targeted to your ideal customer just as you do on Google or Bing, to increase your reach.
Better still: social networks tend to make building an effective paid campaign fairly straightforward. That’s a big benefit for small businesses dipping their toes into the murky waters of digital marketing for the first time.
Facebook, for example, lets you create Lookalike Audiences to increase the relevance of your ads (decreasing your risk of wasting money, too). Select a source audience based on data gathered from a pixel or your brand’s current followers, and the ads will be delivered to a similar audience.
Again, studying the right analytics will help you to measure your ads’ performance and make smart, informed decisions.
Ready to go social, but need some expert support?
These five techniques can have a big impact — even on crowded networks. Believe us when we say, the smallest companies can achieve real results with enough time and commitment.
Still feeling a little uncertain about the best steps forward?
We can help.
Our Social Media Account Management package gives you 30 days of complete, professional social media management — including captions, images, publishing, reports and more. Plus, you don’t have to lift a finger. Click here to learn more!