Social Media: From Start to Never Finish
We Call It Social For a Reason
Social Media is here - it's everywhere - and it’s just as vital to an online presence as a website. One thing it’s not? Just another advertising opportunity: anything but. Over the past two years I’ve jumped into social media and tracked reach (who sees posts) and engagement (what they do with it: likes, shares, comments) for myself and clients. As with everything ‘tech’ there’s a welcome of commentary and analysis on how to approach social media for business. Here are few of the basic lessons learned from this experience.
1 It is ‘Personal’, Not ‘Just Business’
Social media - Facebook, Twitter, Instagram - is primarily a news feed or timeline to connect with family, friends, colleagues, businesses, the arts, community, the world. When I post or share a post, I’m dropping something from ‘me’ right in the lap of another at any given moment in their day. That’s why thought has to be a main part of social media posts and shares. Among demographics who are on the go and checking Facebook on their smartphone - my posts almost ‘interrupt’ their world. That means indirect advertising - sparingly - at the most, with quality engaging shares relevant to your followers. This doesn’t have to take you out of the picture but care to your audience matters.
2 It’s Called Social for a Reason
Honestly, at times I’d love to be the life of the party, but I’m an individual living on a street in a borough, part of city, in a greater metropolitan area, in a state, in a region in a country....on social media. When I engage on social media I’m interacting with a local, national, and global community instantly. I wish I were, but I’m not the center of everyone's online attention; I’m part of the my follower’s experience. If I blast post (posting multiple successive posts at once) I’m interfering with others posts and their followers. If I’m posting the same post over and over I’m developing an idea in my followers head that it’s all about me. There is no better article on this ‘me, me, me’ issue than Facebook’s own 2014 user survey on business pages and ‘overly promotional posts’. It’s not about promotion - it’s how we do it.
3 If at First You Don’t Succeed Try Again - You’re Not Alone
Social media is never ending. It’s 24/7/365, how could it not be? What’s wrong with trying things out, mixing it up, refining your shares, expanding or contracting your follower base organically, polishing or tweaking my profile information, refreshing photos, searching for new business page followers. As with anything, it’s really working a theme, a social media ‘centric’ approach that is about the social experience. That takes work - and sometimes trial and error.
Next up? Part II: Where to Start