Your 2014 Social Media Checklist

Reflection is always good at the beginning of the year. It not so much about resolutions, which always sound grand, but are hard to implement. Probably because they sound grand. We simply put too many expectations into them.

But reflection is a quiet word, and by its nature implies calm introspection.

So reflection is exactly what is needed when you are considering your approach to social media in 2014. It doesn’t matter whether you already are doing social media, or if you are just considering it, this is a perfect time to take a hard look at your approach.

Here are some things to consider as you are reflecting on the question:

1.    What are your expectations of social media?

•       Do you see it as offering free marketing, which will allow you to reach hundreds of people? And you know that with sparkling material you will urge them to your company?
•      Are you planning on using social media as your only marketing tool?
•      If you have other marketing, how are tying it into your social media campaign?

(Here you need to realize that social media is a marketing tool. Granted good material will help you attract a solid following, and that could well mean customers, but its part of a larger marketing campaign. Networking, brochures, and whatever else your marketing budget allows, are necessary. Yet, whether you are networking, or have materials to hand out, you need to make sure that your social media is listed. )

2.    What platforms are you going to use?  Are you thinking of only using just one?

•       Facebook is one of the best-known platforms, and the one just everyone immediately aims towards. Here you need to consider your audience. The age range for Facebook is rising, and the teenagers are leaving. This makes it ideal for businesses with mixed, or older, clientele, but those aiming for teenagers you need to look at the more cutting edge platforms.
•       Linkedin is the next most popular platform. It is the professional social media platform, and is an excellent place to state your credentials.  However, it needs to be kept in mind that only your contacts see what you post. If you wish to gain a broader audience then a business page is a solution, since it allows other Linkedin members, who don’t know you, to follow the page. The main challenge to creating a Linkedin business page is that for the business page they don’t recognize gmail, or other popular, free, email, accounts. You will need to have a business email.
•        Twitter is popular, but often overlooked by businesses as trivial.  Yet it is consider one of the most powerful of the social media tools; along with the fact that it allows for daily presence of mind. Think “banner ads.”
•       Google + is still under-utilized, but considered to be one of the fast-growing platforms. It should be always considered in a social media strategy because it is part of Google. What is out there will impact your search engine ranking.
•       Pinterest is often forgotten by many businesses. However, Pinterest is a powerful tool, and a company can easily build a Pinterest site. Images, particularly images that have been labeled with the company name, help the business in the search engines. It goes beyond that, though, as the activity of building boards, and “pinning,” also helps a company build a following.  

(These social media platforms, and many of the others, such as Tumblr, are strongly influencing the search engines. Steady activity on the social media sites builds your visibility. It should also be kept in mind that each of the various platforms has their following. So by using all of them you reach those differing audiences.)

3.     After you have decided on your platforms the next thing you need to ask yourself is, “How much time do I have for this?”

(This is a crucial question, because if you don’t have time for it, or can hire someone, then wait to implement a social media strategy when you can give it the time it needs.)

•       Twitter needs to be done daily.
•       Facebook, Linkedin, and Google + should be done a minimum of twice a week, but preferably three times a week.
•        Pinterest should be at least once a week.

(Activity is one of the main keys to a social media strategy. Activity influences even how you show up in the newsfeeds of a your followers, and how long. It also influences how often you are mentioned on the search engines.)

4.    “Sharing,” “Liking,” “Following,” and “Pinning” are aspects that businesses forget about in their social media strategies.

•       For a new page it is always wise to ask friends and business associates to “Like” the page itself, but also encourage them to “like” and “share” the material.
•       Sharing material from other business associates helps build a strong network.
•        And also, sharing interesting material from people you don’t know helps too.

5.    This brings us to the absolutely most vital part of your social media campaign – content!

•        Social media has been maturing, and one of the cardinal “sins” is to come across as a sales person. It is the same etiquette that says “don’t oversell” at a networking event. People need to get to know you a little bit.
•       Original content is the most valuable. It can let people get to know you. It can let people see your expertise, and come to trust you as someone who know what they are talking about.
•        Photos and videos are literally that – eye catching. If they are interesting, people will stop to look at them.
•       Not all of this has to be created by your business. You never know what might catch some one’s attention so finding interesting articles and videos play a role. People will come to know that  you have interesting content, and will return to your site. They also will “share” things that catch their attention.
•       Use a variety of all of this. As we all know, “the same old, same old” makes for a bored customers, and on the internet that means you get ignored.
•        Remember to be careful of your content. If you think that it is questionable – don’t post.

(A few words on blogging. Blogging is a great original content, and usually someone, or many individuals, have expertise to share. However, many do not consider themselves writers, or get nervous. Blogging doesn’t have to be an essay. It can be biographical material about staff, or short tips. Or, if no one wants to write a blog, just offer tips out on the social media platforms.)

6.    Lastly, a few ideas to consider in wrap up.

•       Social Media advertising. The trend is that ads with Facebook and Google are becoming more useful, but again, they cannot be your sole social media effort. All of the above, plus real life marketing, is still crucial.
•       Creativity is a great tool in itself. Q & A sessions can be done. Social Media specials work. Or social media lead ups to events are useful.
•        The platforms can also offer ways to take on customer service issues, and correct them before them become a problem.

(The main thing to remember is that social media, unlike traditional marketing, is an interactive platform. And therefore requires time and attention – the same type you give customers when they come in the door.)