DIRECTOR AT TWISTED SPIRE
Entrepreneur and Digital Marketer
As a business owner, I bet you have been told numerous times that you need to be more active on Social Media and that your customers are on Facebook, LinkedIn or Twitter.
Consider this; what if I was to tell you that having to be present on a social network is absolute nonsense.
Would you think I was crazy? After all, don’t I make a living from businesses like yours being on social networks?
Promoting your business on social media is a costly marketing exercise, not so much in monetary value but in time and knowledge.
It merely is not a matter of set up a business page profile, sharing a few posts and inviting your family and friends to like your page, expecting it to go viral overnight bringing instant riches and success.
The only time a business should seriously consider using social media is when they are genuinely committed to investing the time and have a passion for sharing their products and services.
Without time and passion, your social media efforts are sure to fail, which could be more detrimental to your business brand than not being on a social network in the first place.
However, on the flip side, a business which is willing to invest time and effort, then a great many rewards are possible to achieve through the power of being social.
I frequently get asked ‘which social media platform is the best to be on?’, ‘Should I be on all of the social media networks?’, ‘what type of content should I post?’.
The answer to all of these is the same, ‘What do you ultimately hope to gain for your efforts?’
Before starting on social media, you must have a comprehensive social media strategy, a plan which determines what your goals are, what you hope to achieve, and how you are going to measure your successes and losses and one which pinpoints in minute detail who your target audience is; age, desires, likes, dislikes even their political preferences.
At present, there are more than 50 popular social media channels with over 3 billion users worldwide, each network having its distinct complexed persona, audiences and different benefits. Many platforms you probably haven’t even considered as an advertising platform or also heard off.
With clear and achievable goals, you can cherry-pick the right social media channels to suit, which fits best within your social media strategy goals.
When advising clients on how to use social media as a business tool, I often recommend using only one social media platform with a firm belief that it is better to be good at one social platform, than to be good at none. Once you have mastered one social media channel, you then have the option to upscale to a second, then a third if beneficial to achieving your goals.
Realistically, however, I don’t recommend being active on more than three social media channels for the majority of businesses at any one time.
Before setting up your business pages you first need to know what each social network does and wherever or not it will be a good fit for your business goals.
Below is an introduction to briefly explain the various aspects and benefits offered by the four main social networks:
For more visual product based industries such as food outlets and eCommerce stores where presentation and images are essential, there is Instagram and Pinterest amongst others, which allow you to display your images to a broad audience.
To summerise, you don’t have to be on social media. Still, if do decide to promote your business on social networks then you must be committed to ensuring that you have a clear and concise plan with an understanding that it is vital to invest time and effort into maximising your return and ensuring that the social media channels you choose are the right ones for your business goals and monitor deliverables frequently.
Remember, done incorrectly, Social Media could cause more harm than good when it comes to your brand’s reputation
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