Social Media means two completely different things to a large and established brand than it does to a small business. Most articles that talk about social media mention things like: communicating with your audience, tracking engagement and mentions, and evaluating long-term effectiveness of posts. But what if you are a small business with an “intimate” group of followers, aka: you could count them on one hand?
I want to start off by pointing out that it is ALL ABOUT EXPECTATIONS. Oftentimes, brands want to “get in on the social game” and create a page (or five) on various social platforms and wait for its success to take off like a bat out of hell. And when it doesn’t, they give up and claim, “it doesn’t work for me.” Well, sorry to say, social media traction takes time. You won’t gain an audience overnight, and you sure won’t get people talking and sharing your content without putting effort into it.
Let’s walk through some ROOKIE MISTAKES that Small Businesses make when adopting a social media strategy…
Don’t be intimidated. The risk is small and the reward could be tremendous. As a small business, it is safe to say your marketing budget probably isn’t huge or even close enough to cover some of the traditional forms of marketing. That is one of the great things about Social Media marketing- it is low-cost and gives you a direct line to your customers. There is zero excuse to avoid it.
2) TOO MANY PLATFORMS
The ease of creating a page on Facebook, Twitter, Instagram, LinkedIn, etc. is baffling. You can create a page in a matter of minutes…so the thought is- “Why not just make a page for every platform?” Not a bad thought if you are concerned about the availability of your brand name and it getting taken by someone else. However, do NOT bite off more than you can chew. Having multiple pages can be overwhelming and you will begin to dread coming up with content for 5 or more different social pages. Focus on one or two (that are appropriate for your target audience) and start there.
3) Overwhelming Content
It is tempting to want to push out an immense amount of content right off the bat. After all, you want to seem like an “industry expert.” However, this concept can actually work against you. While industry information is great to receive, it can be confusing for your audience or potential audience if there is no rhyme or reason to the content you are sharing. So, what should you do? Designate one or two days a week where you are going to post content and give those posts a “theme.” You want your audience to “get in the groove” of your content and come to expect it. You want to appear to be a consistent, reliable, and informative source. Have fun with it! (Fact Friday, Tip Tuesday, etc.)
MOST IMPORTANTLY: Don’t forget to point content to your actual website. A great idea would be to create a blog section on your website, write content, and share that content (through a link) to your social pages. While you want to be an information source, you also have to keep your eye on the prize- driving traffic to your website and increasing your brand awareness.
This is our bread and butter here at Hype Strategic. Need help? Call us!