Think before you jump (into social media)...

My client's have a broad range of needs, which is why I use my network to help deliver specific projects surrounding PR, coaching as well as social media. My social media partner has penned a blog about how best to approach a social media strategy along with some do's and don't's. So here it is - Caz, it's over to you...

'Over the years, I have worked on strategies and social media reviews across a broad range of industries and have noted similar issues when it comes to content plans and existing social media activities. So what makes a good strategy and how quickly will you see a result? What should you avoid and what is the secret sauce when it comes to gaining cut through in the social media landscape? Read on to find out more... 

‘Social media is more of a dialogue than a monologue and some people don’t understand that. Social media is more like a telephone conversation that watching TV’. Amy Jo Martin.

Imagine you’re at a party and someone comes over to get to know you a little better. They are well turned out, and have great chat but you quickly realise it’s all about them. They talk and talk and talk AT you, never once engaging you in a conversation. You quickly realise you’re role is to simply listen, consume but to not interact back. They want a relationship with you, but can't be bothered to do it genuinely so it feels totally disingenuous and very one sided. No one wants to feel this way so when brands act this way, their audience will simply switch off. 

However, take the same scenario but this time the person who wants to get to know, shimmys over to come and talk to you in a friendly and approachable way. They very quickly introduce themselves and involve you in what it is they have to say. You’re asked questions about yourself, are given examples as to how similar you are to each other, you enjoy what it is they have to say, are made to feel part of the conversation and that your opinions matter. You’re attention is captured and a relationship begins. 

With many worthwhile relationships, trust and genuine enjoyment doesn't come immediately. You will want to feel that they are genuine and not paying you lip service. Time is needed to really undertake conversations that help bond you together so please be patient - genuine relationships take time to forge so don't expect huge returns in the first few months. 

If you have an existing social media strategy that doesn't seem to be gaining you much engagement, I would look to readdress your messaging and bed in some brand awareness messages that help further explain what it is you offer, what issues you resolve (time and money are great motivating factors), any proof points, case studies but ensure that the wording is written in such a way people can engage back with you. Include clear call to actions and monitor the response each format gives you as you may find that some formats and subjects, gain more engagement than others. This will also shape what you create in the future too. Please note that engagement doesn't mean LIKES. A piece of content that has 100 LIKES and no engagement is far worse that a piece of content that has 10 LIKES and comments. Comments and shares are indicators that what you have shared is of interest so engage in conversation as much as possible and always remember to respond to any comments you receive. 

Creating engaging content will gain you an uplift in traffic, increase dialogues and possibly enquiries within 6 months. From this, you can then move onto an acquisition or up-selling strategy directed at people who you KNOW have in interest in what is that you have to say. This is when things get a little more exciting as you have proof that they are right people to turn into loyal customers.

Remember, customers like to be asked their opinions - it makes them feel valued and part of the decision making process. Making your content part of a conversation is precisely how you should view your social media strategy. It’s called social for a reason so make all you do and say about an exchange of views and ideas in a fun and engaging way. 

Your social media posts should never be passive, narcissistic or unplanned. Knowing who you’re wanting to talk to and ultimately, what you want to get them to do is key so never post for the sake of it. Always know what success looks like and be clear with what you're asking of your audience. 

You will be rewarded for creating engaging content so set aside time to work our who you want to target, the sorts of messages they will engage with and be to keep the conversation going by responding to any comments.

Having created an online business that gained 75% of its overall sales across 6 years through social media, I am living proof of the power of social so if there’s any questions I can help with, please be sure to leave your comments below and I’ll be sure to get back in touch. Together, we can make social work and I can’t wait to help in any way I can.'