Keeping the story consistent is vital for any business pursuing social media as a marketing tool.
In many ways, strange as this sounds, it is often easier for the larger businesses. There they can meticulously study how to tell their brand's story; decide who will implement it; and monitor the responses. This even holds true when several departments are involved. There are guidelines and common structure.
So what do they have that smaller companies don't? People.
Smaller companies need social media, and a consistent message, as much as the bigger companies. Yet, when they are working on social media themselves it is often a case of "just put something out there." And where this comes from is, "We have to deal with business, and as long as we keep our media active we are good."
Yes, activity is a necessity, but here is where the real challenge comes in - "What is going to make the effort worthwhile?"
Even if you have managed to have a variety of material - text, links, photos, and videos - the question needs to be, "Are they relevant to your story? Or is it too random?"
These are the best questions to ask.
And are the best criteria to give yourself, your employee, or your hired specialist.
Cathy Mosley brings her 26 years of storytelling and writing experience to the realm of Social Media. To help small businesses.