(Link bait title, don’t hate me! But hey it got you here!)
“I thought social media marketing was the wave of the future! Everybody is doing it.” Ok, so I should admit that not all social media marketing sucks as I did in the title. But when everyone says they are a social media maven on Twitter, you have to be wary of what they are offering. I’m talking about these guys. The ones who charge $400 a month to write a few Facebook posts and Tweets that don’t grow your business or gain more customers. This sort of social media marketing sucks!
We’ve all seen it before. Someone with barely any experience in marketing thinks they can become the next great social media guru (not a fan of that word but it’s relevant to this post). They believe all they have to do is write some posts, and the likes will start rolling in. That’s how they measure success. But what’s a “like” to a business? Your Facebook page may have 1,500 likes but what does that do for you? Did you know that for any given post you put on your business’s Facebook page, barely 10% of your followers will even see it? Social Media Examiner found that over 6 months, there was a constant decline for organic post reach of 6,000 different business pages. That’s done on purpose. That’s how Facebook gets you to buy ads and pay to boost posts, and it works! Once you are able to actually reach your audience, magic happens!
It can be tough finding the right person or team to handle your social media marketing and management. I mention management because writing posts for social media is just half the job. The other half is engaging with potential customers. When someone comments on something you posted, it’s important to write back. This doesn’t have to be done for every comment, but people do appreciate the feedback. A network like Twitter is full of opportunities that you may be missing out on. Since you can see everyone’s feeds (as long as they aren’t private) you can find out what they are interested in and engage with them. The key to this is to help not sell. Let’s repeat: Help, don’t sell. The last thing you want on Twitter is for someone to @ reply you trying to sell you their product or service. It’s like walking down the street in a busy city and having someone try to hand you fliers. Don’t interrupt people by trying to sell. The truly great social media marketers genuinely engage with people. Offering advice, giving a compliment, answering a question.
Here’s an example of some fictional customer interaction. Let’s say you tweeted about wanting to move to Chicago. You may get some responses from realtors in the city offering you their service, and asking you to call them. You’re not really interested in that right now. But one realtor points you toward a blog about things to do in Chicago. Nice! You’ll check it out. A few months later it comes time to look for apartments. You decide to hire a realtor to do it for you since you live out of town. Then you remember the helpful realtor from Twitter! You check out her site and give her a call.
Ok so this isn’t typical of all interactions, and I’m sure a realtor would love to have this happen even just a few times a month. But it is a good example to illustrate the power of being helpful and genuine on social media.
“So how do I make my social media suck less?”
I have a few helpful tips to get you started!
- Post relevant and engaging curated content or create your own
- Strategize about post frequency (Check out this Buffer article)
- Don’t copy and paste the same posts across different platforms
- Talk to your fans! Answer questions, give feedback, be personal
- Optimize your post times (check your analytics to see when fans are online)
- Use great graphics and images- being visual is one of the best ways to catch someone’s attention
I hope this has been helpful! If you have comments, concerns, questions, or just want to say hey, then leave a comment below and I’ll get back to you.