Can you help me set up a Facebook page for my company?
“Can you help me set up a Facebook page for my company?”“Sure. Why do you want a Facebook page for your company?”“I hear everybody is on Facebook.”“Yes, Facebook has a lot of users.”“My nephew told me ‘everybody’s on Facebook!’”
It’s likely all of us have customers on Facebook. There are many reasons to have a company presence on Facebook. There are also plenty of reasons not to maintain a company Facebook page. The purpose of this article is not to extoll the benefits of, or to bash, Facebook. For every proponent of Facebook encouraging you to Spend at Least $1 a Day on Facebook Ads, there’s another asking Should You Delete Your Business Facebook Page? So, are your customers on Facebook? Likely, but that doesn’t necessarily mean your company should be.
The above conversation begins with Facebook, but you should ask these questions about all social media channels.
Every business is unique and has different social media requirements. My hope is that by discussing the following topics, you will be in a better position to decide for yourself which social media channel is a worthy marketing vehicle for your business. Here’s a breakdown of users on social media.
|# users*||1.49 billion||380 million||316 million||300 million||300 million||1 Billion|
*Approximations from a variety of sources
Which One is Right for Your Business?
Social media is a communications tool. It’s a way to connect online with existing followers and those you may have not otherwise made. Outcomes are based on expectations, commitment (time & money) and the quality of your connections and communications. There’s a good chance that a combination of social media outlets are right for your business.
Your Social Media Choice is Determined by Your Audience
Let your audience guide you to the correct social media for your business. When choosing the best sites for your business, remember it’s not which sites you find most appealing. It’s the sites where you are likely to find your prospects and customers that will guide your decisions.
Start by asking existing customers which social media sites they participate in. Monitor various sites to see, hear and read what types of conversations are taking place there – who’s posting, who’s responding, and what are they talking about. Then determine if that is your target audience.
Social Media Rules Of The Road
Participating in social media is like going to a networking event – nobody wants to spend time with the person who only talks about himself. People want to hang out with folks they have things in common with, people who share the same values, and people that care about you. On social media, to be heard, follow this version of the Golden Rule — give first.
You succeed at social media by becoming part of it, blending in with it. Yes, being the antagonist will get you attention, but ask yourself if it will attract the type of prospects you are seeking. If that’s your angle, you must be thought-provoking, not offensive. Remember, you are attempting to create a business relationship, not necessarily win an argument.
In many cases, social media is a starting point for business relationships. Interaction is great so long as it aligns with your goals. Social media rarely replaces selling. Keep your expectations in check. Each social media avenue requires its own time commitment and while marketing through social media is free, for a quick boost, it may be cost-effective to pay for advertising on various sites depending on your goals, timeframe and budget.
The best social media content includes visuals, a call-to-action, and links to provide additional information. Each social media site has its advantages, disadvantages, specific audience, rules, and guidelines. Frequently an expert can offset the time used to research each outlet. For instance, each channel has its ideal specifications for title length, size of image, length and frequency of posts. Kevan Lee, at Buffer, has a greatinfographic on the optimal length for every social media update outlining many of these specifications. Contact Crest for additional specs and requirements.
Consistency is the key to quality. The same is true for social media — it is not a one-time event. Organize your social media life with an editorial calendar specific to each platform. An effective social media plan includes more than just generating educational content. A comprehensive plan includes responding to feedback, engaging with others and monitoring other industry sites. For instance, answering questions in LinkedIn groups helps build your credibility. Done professionally over time this can lead people back to your profile, your content and your home page. Use social media to ensure you are getting the recognition for being a leader in your field.
When it comes to social media, there is no one-size-fits-all. No matter what type of business you’re in, there’s a social media outlet that can help you reach your potential audience. There are right and wrong choices for B2B, B2C and not-for-profit companies. By spending a little time up front, you can spend the majority of your time leveraging the correct social media platform for your business.
Another benefit of social media is that it’s always on. It works 24/7. Content you generate today can create leads many months from now. The key is to provide content that educates your audience. So think long-term about your social media strategy.
When implemented correctly, social media can be extremely cost effective.
Social prospecting is the art of scouring the social web, identifying potential prospects for your business, and engaging them with valuable content to draw them to your site and get those potential prospects to your sales team.
Our social prospecting workbook will teach you the fundamentals of how to listen to social media conversations in order to generate leads for your business. It’s beyond monitoring keywords. It’s about engaging people that may or may not know what your business can do for them. Get your free copy now.
What social media channels are working best at your company? Let us know in the comments section below.
To learn more about Crest, go to www.crestconsultingllc.com or contact me anytime.
At Crest, we help companies
- Create content that separates them from their competition
- Become subject matter experts in their field
- Measure the effectiveness of their marketing $$
- Generate a consistent pipeline of high-quality leads for less
- Turn clients into evangelists