We know social media is an important part of a robust marketing strategy. But it’s also one of the hardest areas to measure in terms of ROI. So why and how should you fit social media into your regular marketing schedule?
First, you and your team must have an unwavering belief that social media is a critical piece of your business strategy. If you’re not convinced, consider these figures:
Social media is a critical piece of your marketing puzzle, but it doesn’t have to be complex. Committing to two simple rules of thumb is an easy way to start building a social media strategy.
Einstein once said, “Everything should be made as simple as possible, but not simpler,” and when it comes to social media marketing, there’s no need to reinvent the wheel. Look for natural opportunities that exist in your marketing calendar and consider whether social media is appropriate. Do you write a weekly blog post? Tweet the link and encourage your followers to share. Are you a visual brand? Share behind-the-scenes footage of a photoshoot on your Instagram account.
The marketing world is full of stories of brands that got burned by a mistimed tweet or a tone-deaf Facebook post because they planned it out too far ahead of time. We also don’t believe in buying likes or followers, since organic engagement is likely to get you a much higher ROI.
Above all, know that you don’t need to manage social media on your own. Social media is an around-the-clock commitment with a massive reach. Consider investing in staff or consultants who can help you maximize the time and money you spend on your social media strategies.
You know good content when you see it. To be effective, you don’t have to adopt and master every social media channel overnight, but you should absolutely consider the audience you are trying to reach and ensure your content is appropriate for them. Live by the simplest rule of all: Nobody shares a boring update.
Like the best sales team, social media functions best when it relies on building trust and authentic relationships. That’s not to say there isn’t a time and place for promoting your products, but don’t think about your social media channels as just another static billboard or television ad.
Social media provides a tremendous opportunity to engage with current and potential customers on a one-to-one level. Use social media feedback – both positive and negative – as an opportunity to let your brand’s personality shine.