If you’re about to start or rebuild a social media presence for your business, there are questions you need to pose to yourself and your team before setting off the launch.
These are questions that, in the end, will determine what direction your social media takes and what you can realistically expect for results.
Most importantly, the presence that is seen by the mass audience is intended to lure them into your business or service. So it is highly advisable to take the time to pose the questions, come up with a succinct answer, and carry forward with the plan.
*What is social media going to do for us?
Social media can be the biggest tool in the box for your company’s advertising and marketing campaigns, or it can be one of several parts. It is entirely up to you. While it’s never the best bet to put all your eggs in one basket, social media can be a critical piece since it is by far the most cost-effective way to get your word out.
*What social media formats are best-suited for us?
Every one of them is probably the right answer. Yet, you might want to streamline things such as going heavier on one than the other. This question will largely boil down to what your company offers its customers as some formats are better than others for particular businesses.
*Who on our team is responsible for posting and in what style?
Pick a small but dedicated team to handle the social media responsibilities. Too many cooks will burn your recipe for success. When you have that chosen few selected, find out amongst them who might be stronger candidates to handle specific elements of social media. You might have someone good with words who might fit Facebook and Twitter best, while a more artistic type should fit the bill on Instagram and Snapchat.
*What is our schedule for posting?
Yes, you can post too much. But too much is far better than too little. It will take some time to find the right amount for your variety of feeds but don’t be shy especially in the beginning. Most of all be consistent.
*Who are we trying to impress with our social media efforts?
This is your target audience, and again, much of it comes down to what you offer current and potential new customers and clients. There’s a big difference in appealing to men and women, young and old, varied ethnicities, and furthermore, just what you trying to pitch. You can’t sell windshields the same way you would a four-course, four-star dinner. There will be some trial-and-error, hit-and-miss, along the way, but it’s a great way to find exactly how to go about your business.
*What topics are we going to post about (ex: sales/special events, new products/services)
Another part of knowing your target audience is finding out what they want to hear about, and naturally, that fits into how you schedule your posts as well.
*Is part of our social media presence’s role to be customer service issues?
Customers can reach out to you via social media so you need to be prepared for feedback, good and bad. You have to know you and what to answer in front of all your followers, and make sure your team is equipped to handle praise and complaints. When it comes to complaints, they have to know what to say and who takes over the next step.
*What are our realistic expectations, such as ROI, of what social media will do for us?
Establishing your goals is always a difficult assignment because you want to aim high and impress everyone, but at the same time, it is far better to under-promise and over-deliver. One of the simplest expectations to set is the number of followers. Give yourself enough of a time period to get your presence established. You want to get at it fast but make sure you don’t judge results too quickly. Set your goals and keep on pace to reach them.
By Mark Pavelich President CEO The Mark Consulting & Marketing
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