You’ve got your basic profile uploaded and are ready to start networking. But soon you begin to realize that handling your growing community can be challenging. After all, there are a limited number of hours each week you can dedicate to it and your paying job often takes precedence. Welcome to the world of social media marketing, where commitment is one of the biggest challenges participants face.
While there are often no costs associated with social media and your continued presence might not translate into direct cash, its intrinsic value cannot be denied when it comes to building a brand or a business. So how do you manage your community effectively and successfully?
- Make time spent on it count: It’s easy to get carried away on sites like Facebook and LinkedIn (hands up those of us who have stopped to browse photographs or watch a YouTube video instead of posting), but it’s important to remember time is money. Use your time to check your social media platforms, post updates and respond to those who have commented or contacted you. This helps you not only remain visible, but also allows you to grow your network and build your connections. The true value of social media lies in the contacts you make and this can be solidified only with daily action.
- Be consistent in your presence: If you can’t get on each day, then ensure you set time aside on a weekly basis to monitor, respond, and post updates. It also takes a few seconds to tweet or like a link, yet if you make doing so a habit, you can build up your visibility. Designing a calendar or scheduling a daily/weekly social networking appointment is another way to make sure you don’t get sidetracked.
- Use tools to help: There are plenty of tools like HootSuite and CoTweet which can help you monitor, analyze, and schedule posts in advance. In addition, there are numerous mobile apps that let you check and respond to updates. Decide on a few tools that make sense for you.
- Recognize that each platform is unique: Before you sign on to a platform, consider why it will be useful to you. Each platform has its pros and cons –Facebook for example limits SEO opportunities; Twitter lacks shelf life, and YouTube fails to build strong social connections. But each tool can be used to create a strong online presence and can work as a standalone platform, or be used in combination with another for a stronger marketing thrust.
- Respond to and engage with your audience: While scheduling posts will help you stay on the radar, social networking in the end is, social. And in order for your presence to be accepted, you need to be proactive. This includes responding to comments, adding your own personal touch, and encouraging a two way communication.
- Measure progress regularly: Social media platforms allows for informal communication, but you cannot lose sight of the fact this is a marketing tool and has to be used to promote your businesses. Every so often, measure your audience response rate and try to see if something different –a new content, a poll, or more personalized comments –will get you a better reaction.
- Hire help when needed: As it gets busier for you, and if you find your ‘tools’ are not enough, you might want to consider investing in a social community manager or a social media manager. This person will work with you to create, manage, and post comments, design campaigns, and track and measure results.
Here’s what a typical social media manager can do for you:
- Reply to company blog comments
- Scan news feeds for articles to share
- Frequently check social media channels
- Post and schedule updates
- Review web analytics
In the end, it’s all being present –whether it’s to offer advice, provide a solution, help a colleague, or just listen. Marketing messages can get lost on facebook and twitter, but your actions will tell an altogether different, more positive story that your audience can identify with and react to.
