01 – It’s not all just cat videos
Social Media. For most people it’s a platform to procrastinate, share silly memes, chat to friends, and watch cat videos. The clue is in the title. It’s ‘SOCIAL’ media. Not spam me media. Not force your business crap on me media. Join in, have fun and actually BE social.
02 – The golden rules of success on social media
Success on social media comes down to three simple rules:
- Know your business
- Know your audience
- Give them something they want to share
In principle, social media is easy – just give your audience something they’ll love. They’ll do the marketing for you!
03 – The social platforms explained
There are many different social platforms, attracting different audiences, with different expectations. Respect these differences. Prioritise which platforms will help achieve your objectives, learn how best to use them, and understand what your customers actually want from you on them.
04 – The dreaded social media algorithms
Thanks to the social media algorithms, organic reach is getting less and less. The average for Facebook business pages is now just 6%. Posting more engaging content (like video), starting discussions, and minimising external links, will all help to turn things around.
05 – How to beat the algorithms
Engagement – the most important consideration when it comes to achieving impact on social media and fighting back against the algorithms. More engagement = more reach. Other strategies include more video content, using groups, posting stories and of course, paying them!
06 – Creating great content
Creating engaging content which people ‘SEE’ will help you stand out in crowded news feeds. Content which Surprises, Educates or Entertains your audience, brought to life with strong images or videos, will help your business achieve more.
07 – Live streaming, webinars & video conferencing
These days, every business is a broadcaster. Whether it’s direct from your phone, or a big production with multiple cameras and graphics, it’s time to explore live streaming and webinars. Facebook Live with OBS Studio is a good place to start. It needn’t be expensive.
08 – Paid social media
Paid advertising shouldn’t be something you grudgingly resort to in order to reach a bigger audience. It should be a key part of your social strategy. Don’t make the mistake of chasing big numbers and looking like a spammer. Focus on niche content for niche audiences.
09 – Social customer service
It’s easy to leave a lasting impression with people on social media. Follow the 3 B’s of customer service:
> Be nice.
> Be great.
> Be remembered.
Exceed customer expectations with meaningful, personal, helpful responses and you’ll be remembered for all the right reasons.
10 – Ratings, reviews and recommendations
Online ratings and reviews are key to building a trusted first impression in today’s digital space, so encourage them at every opportunity. Potential customers believe what others say about you, more than what you say yourself. The people become your marketing – use them!
11 – The rise of the social media influencer
When it comes to finding social media influencers, don’t play the numbers game. Think quality first and aim for long standing relationships with ‘creators’ or ‘ambassadors’ with a hard won, relevant audience rather than wannabe celebrities promising a short cut.
12 – Tone of voice
Authenticity reigns supreme on social media. Humanise your brand with a consistent tone of voice and a personality that your audience can relate to. Ensure everyone across your organisation understands how you talk to people, and the brand values you want to convey.
13 – Social media dangers
Things said on social media can have very serious real-life consequences. One misguided tweet or snapchat post from you or your staff could lead to legal trouble, reputational damage, or financial penalties. Help protect against the risks with a Social Media Policy.
14 – Cyber security
Protect your business from the risks of cyber attack by educating yourself, and your staff. Ensure best practice password management, understand how to improve security settings in systems you use, and always be aware that you are a target for some anti-social behaviour.
15 – Learning from the data
Without data, there is just assumption. Don’t assume you know what happens on your website or social media. Prove it! Work out what you want to know, and how to measure it. For some, data might not be a sexy topic
but understanding it is vital to your business success.
16 – Social media in the mainstream media
Traditional media is full of stories about how businesses are using digital platforms and many journalists are active on Twitter. Seemingly mundane business material can earn a new lease of life if it is repurposed for social media and shared publicly.
17 – Why your website still matters
Despite the huge growth of social media, you absolutely still need a business website. A place YOU control and can make your own, which Google will rank highly (especially if you start blogging) helping link to your social channels, and encouraging email sign-ups.
18 – Viral videos
Don’t set out to create a ‘viral’ video. Regular, simple videos of you, at work, sharing what you know to be authentic and true, will engage the right people and deliver value to your business, sometimes in ways you might not expect. And if it goes viral – result!
19 – Before you go: Dinosaur or Dodo?
There’s really no excuse for ignoring the impact of social media on today’s modern business world. The whole ‘I’m a dinosaur’ doesn’t cut it any more. Not embracing social media is a choice, and if that’s you, then you’re not a dinosaur, you’re a dodo. Good luck.