Social Media: Move Beyond a
Haphazard Approach
Social
media can be a powerful marketing tool for small businesses. It can
introduce your products and services to customers and prospects. It can
enhance your reputation as an expert and drive visitors to your website.
The challenge is to move beyond a haphazard approach to a plan of
action, generating engaging content that attracts the attention of your
target audiences. To be successful, you need to be strategic, concerned
with the quality of your content, not just the quantity.
Think of social media as online networking — which it is! Like
traditional, face-to-face networking, online networking is based on a
two-way conversation during which individuals exchange information and
ideas. Whether in person or online, you need to listen, comment and
share. In social media, this entails reading posts, commenting on what
others have posted and sharing your thoughts and expertise.
Here are suggestions that will help you listen, comment and share.
- Comment on someone else’s post and explain why you found it valuable. Some social media experts suggest that you should make at least four comments for every post of your own.
- Share links to articles written by others, explaining why you find the articles worth reading.
- Post links to your blog or email newsletter and explain how the information could help someone.
- Share a tip a day related to your area of expertise.
- Thank a client when you have completed a project for them, creating a win-win situation. Not only does your company gain visibility, but your client does as well.
- Congratulate a colleague on a promotion or achievement. People like to be recognized for a job well done.
- Mention businesses that have provided you with exceptional value, quality or service. Explain why this particular business is outstanding.
- Publicize local events to support your community or favorite nonprofit organizations.
- Pose a question to get the conversation started. Relate the question to your area of expertise so you can share valuable content.
- Retweet a post and explain why you found it valuable.
©2011 Joan B. Marcus
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