Don’t work hard, work smart. I see a lot of small businesses marketing on social media. That’s great!
It’s important to have a presence on as many relevant online channels as you can, because there are many users who primarily consume one channel over others. Increasing activity on any channel gives you the opportunity to put your business or services in front of potential clients that you might not be able to reach any other way.
But the real challenge on social media channels like Twitter is utilizing the platform in a way that really engages potential customers. A lot of brands can cover the basics – you have an account set up, you’re regularly publishing original content from your blog, you have a couple of hundred people following you. You’ve analyzed your competition. But this is where a lot of brands stop.
Now what? Engagement!
The basics of engagement are:
- When you are posting content from your site, make sure to write an original lead – don’t just use the title of your post.
- Comment on other people’s tweets – an interaction is the only way to build a relationship.
- Twitter is about people. It’s great that you have a branded account for your business – that’s essential. But beyond that, people on Twitter trust other people on Twitter.
- Identify key members of your staff who can be brand advocates. You will gain more community members and your message will reach more people in aggregate when you have more team members active online.
- Retweet! (RT) Again, when you retweet a message, add a note that builds a conversation.
- Not sure what to write? Ask questions – it encourages people to respond to your messages.
- Use #hashtags – words to describe the topic of the content that you are posting. You can try a number of advanced strategies for your hashtags, like creating branded ones for your company campaigns, tapping into trending topics or engaging highly targeted demographics.
Don’t forget to measure your success with Analytics. There are a number of good analytics tools out there for social media, but this is an area where there is also a lot of market opportunity. I often find that I have to gather information from varied analytics programs in order to get a good picture of how my social media accounts are performing, and often the measurements don’t really mean anything.