Posts Tagged ‘social media tips for small business’

Thinking of Social Media brand management D.I.Y.?

August 19, 2013

ImageYou’ve heard all the success stories. Start ups and entrepreneurs that build amazing brand awareness and business by promoting via social media. So now, when those businesses are now going multi-platform (i.e.: expanding beyond one social media site) you are thinking of taking your “Facebook Plan” to the next level by going beyond your friend base – ALL BY YOURSELF.

Wake up and smell the multi-platform reality.

Social media D.I.Y. (do it yourself) brand building was successful for entrepreneurs 3-5 years ago because it was new. Growth was easier back then. Audiences were pretty much captive to one site and EVERYTHING was cool. 

Back then, social media was like the world to a toddler. Everything your social circle did online was awesome and you HAD to try it out. It was “rad”/ “killer”/ “fresh” or basically any cliche social statement of youth that is now totally passe. Social media has grown up

Need another example? Ok. 

Back then social users said things like: “Oooh my BFF just liked (insert cool boutique name). They MUST be cool. Let me like it too by clicking my mouse.”

ImageToday social users are less wowed by the same activity saying: “OMG my Facebook friend just checked in at (insert boutique name). How lame that store’s not even on Instagram. I just un-followed my BFF bc their check ins are TOTALLY killing my smartphone battery.” 

If you don’t get the difference. Let me spell it out. The social media audience is no longer captive or easily wowed. We can’t stand “social spam” and chances are, we’re checking sites via our smart phone where battery life is king and frequent is less appealing than newsworthy. Social recommendations (recommendations by friends via social media) need to be AUTHENTIC and not business generated to be meaningful. 

Re-enter the PR profession. 

Around the world PR company CEO’s (likely all now under 50 with the older generation being kicked out in favor of those who understood this ‘digital age’), are breathing sighs of relief. The more savvy among them are saying “I told you so”. Why? History gives us a good reason to know why ITUSO (I told u so) can so easily be “what’sapp”ed throughout the PR world. 

Social media evolved as advertising did initially (somewhat so anyway).

Before the rise of the newspaper, stores advertised with simple signage. They depended on word of mouth from customers and good signage to make their business grow. Then billboards, radio and newspapers entered as ways to reach the public and more focus was put on them to help grow business. Word of mouth always remained important but the media by which to capture attention of the public became more complex. Expertise was needed. The PR agency was born. Today PR is reborn because the varying ways to reach audiences online have evolved WAY beyond business posting signs in their online business window. 

In addition to there being more channels – there are simply more social media users. Those store window signs just don’t cut it anymore. Businesses need help. 

So is social media D.I.Y. impossible for businesses? Not impossible BUT then again, its not impossible to solve a Rubik’s cube on the first try either (of course, you can Google ways to do that too!). So how do you grow your digital brand in today’s social media landscape? 

Hire a digital media consultant. There are a few of us out here with actual social media track records. DO NOT JUST HIRE AN INTERN (glad I got that off my chest)! Whether you hire someone certified in social media with a track record of growing a variety of business social media presence or a large scale agency,  digital media consultants work with various budgets.

To reminders here

1. Don’t be cheap – you get what you pay for. 

2. Empower yourself with enough education to at least have a sense of what the consultant is doing. (Stay tuned – I’ll have an offer to help you with this in the coming weeks). 

As you educated yourself, keep in mind that savvy social media management is not “a post here” and “a post there” – its a STRATEGY with set targets, goals and measurable milestones. Where to start?

Think about why your existing channels (ok we know its totally ONLY Facebook for 99.9% of you out there) have likely plateaued in growth or engagement. How? Look at your content and ask – what’s new here that will make customers/ fans/ friends come back.  

Get that answer then find a partner in a specialist. Tell them your vision. Agree on clear objectives. You focus on growing your business and let them work for you to help grow your digital brand. 

Hugs! 

 

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