So, you’re a small business and you need to be online to be visible to the world. You’ve chosen which platforms best suit your business and hopefully the audience you want to connect with.
Now you have to consider your credibility and your reach:
- Make sure what you’re posting is thoughtful, relevant to your company and engaging.
- Don’t set it up and then forget about it – social media is a long term investment. It is a slow process to build your audience and establish a clear voice for your brand – but it brings so much value if you do it right!
- Even if you don’t have something to say every day – do still get into the habit of checking what’s going on… Has someone retweeted or liked your posts? Have you got new followers or fans? Are there any comments or questions you should be responding to?If someone has taken the time to get in touch, then you should be there to talk to them! Even if it’s bad news or a bad review; at least you can take steps to keep your reputation well rounded and pointing in the right direction, by listening and interacting.
- Traditional print marketing or advertising can be hugely costly to a small business. Social media marketing in truth, is pretty low-cost and gives you a direct channel to talk to your customers or potential clients. However, social media platforms constantly change the way they play the game – sometimes you will need to cost in a budget to get your posts seen by your audience. Facebook for example, is now on the most part, a ‘paid for platform’. Sure, you can set up a page for free and mostly – all it costs you is time to be on there. But the game has changed. To be seen you have to be aware of the algorithms Facebook has in place. It determines what people see in their news feed. Just because you’ve posted something – will people see it? What can you do to make sure they do? A strategy and having some understanding of how platforms work will help.
Having a strategy of some kind in place will help you to shape your reputation and brand both on and offline too. If you find it’s not working – don’t be afraid to mix things up and change, to keep up with the ever changing landscape of the ‘digital’ world. But do think before you post and have a basic idea of what you’re going to be doing and saying to the world each and every day.