We have to be on social media. We need a Facebook Page, a Twitter and Instagram account. This is a very standard directive in business today. But what does it mean?
Social media is not a checklist. It’s not just post and pray. Social media is no different than the rest of your business plan and needs to be integrated as such. It needs to be a part of your marketing and advertising plan and based upon the current metrics regarding post views and shares; it needs to have budget allocated as well.
Gone are the days when someone in the business with a Facebook account could be responsible for your social media strategy.
With the season slowing down, now is an excellent opportunity to put down on paper a plan to use these valuable marketing tools. Make sure your social media ties in with your monthly sales and marketing goal for a cohesive presentation to the end user. A disjointed and inconsistent message will cost you business.
It could be as simple or complicated as you make it but working on a plan now will pay off in the busy season. At the very least the plan should include each month’s marketing and sales goal and then the associated social media posts related to these goals. Are you having your annual open house? Then make sure you have an event set-up on your Facebook page. Having the plan in place will allow you to build the appropriate content with high-quality images and a call to action. Include all of these need in your plan to ensure you aren’t running around when the time to post comes.
The other important thing to remember is social media is “social.” It’s not just posting about your sales and business; it’s providing value to your customer and listening as well. Make sure the person in charge of your social stream has the knowledge to answer questions quickly and accurately. If they don’t, then please ensure that he/she knows who to get the correct answer from. Build value in your customer’s eyes, and you will see an increase in business as a result.
So what are you waiting for? Need help? Use the power of immediate action and get going.
As always the ideas expressed above are my own, and I make no claims to the success or failure of implementing them. They are suggestions to make you think. Please vet all ideas against your business plan before implementing them.