Mastering Social Media Management for Small and Medium Business Owners - Part 2
This is a follow on from part one where I shared the first four things you should to improve your social media strategies. In this second part, I'm going to expand the to-do list further, with some ideas that might seem obvious but can be a little tricky when putting into practice.
Whether you're a business owner looking to take charge of your social media presence or a marketer seeking practical tips and best practices, this blog post is tailored for you.
So let's get into it!
Engage and Respond
Social media is a two-way street. Engage with your audience by responding to comments, messages, and mentions promptly. Even customer complaints should be addressed - it's usually a bad idea to ignore them unless they are bullying, racist or otherwise socially intolerable. In those cases, I would recommend blocking the user and deleting the comment, but screenshot first.
For genuine complaints, look at it as an opportunity to perhaps win some ground back with the customer. I'm not a believer in the customer is always right but I am a firm believer in that most just want acknowledgement and resolution. Take a look at their complaint and see if you can craft a meaningful response that acknowledges the issue, apologise if needed and explain if you can. If you can't make it right for that customer, others will see you are at least trying.
Other things you can do is encourage conversations, ask questions, and address customer inquiries. This interaction will humanise your brand and foster a loyal community around it. If you create products, posting polls and surveys to get people's feedback or thoughts on a scent, colour or idea can make them feel part of the process - and therefore, likely emotionally invested.
Leverage User-Generated Content (UGC)
This is something I'll cover in a later post because it needs it's own dedicated discussion, but for now, understand that you can harness the power of UGC to strengthen your brand's credibility and authenticity.
Encourage your followers to create and share content related to your products or services. UGC not only reduces your content creation workload but also builds trust among potential customers.
It's a more laid back approach to content with no "professional product" looking shots and far more content surrounding actual use of the product by a person. Backgrounds are more plain or have the item in its intended environment - for example, a razor being used in a bathroom, skincare being used at the sink or at a desk etc.
Monitor Analytics
To gauge the effectiveness of your social media efforts, keep a close eye on analytics. Track metrics like reach, engagement, click-through rates, and conversions. Most platforms provide their own analytics but you can easily dive deeper if you prefer to use a third party app.
This data will provide valuable insights into what works and what needs improvement, guiding your future strategies. Don't get too caught up in it though and I recommend you don't check it too frequently. Give your content a chance to actually reach people.
I usually look at content performance after 2 weeks, and again after a month of it being posted. That way, you can see its initial impact and get an idea of how it's performing long term.
Stay Updated on Trends
Social media is continually evolving, with new features, algorithms, and trends emerging regularly. Strategies that work for you 3 months ago may not work today so try not to get stuck in a routine, especially if you notice your results slipping.
One of the best things about social media is that risk can be rewarded. If you think your audience is turning away, experiment with ways to bring them back. I don't mean you have to do something drastic but experiment with your content and try something new.
Stay informed about platform updates and industry trends to adapt your strategies and stay ahead of the competition. Mix up your content using trending sounds and trends that have been around for a while.
By implementing these strategies, you'll be well on your way to building a strong social media presence that drives your business's success and enhances your online visibility. Stay tuned for more expert tips in my upcoming blog posts!
