Social media has become one of the most popular platforms to connect with customers and prospects, but building out a cohesive strategy can feel overwhelming when you don't know where to start. Our team of social media professionals are breaking down some of the most popular questions critical to your organic strategy.
Whether you're already up and running or you're new to this channel, there's always new ways to increase your following and grow your business. Hear from Melissa Medina, Social Media Strategist; Shannon Murphy, Social Media Community Manager; and Alia Miller, Social Media Specialist as they answer these nine questions.
Organic Social Media Q&A
1. Should my company have a presence on every social network?
Melissa: No. Just because there are multiple social media channels available, it doesn’t mean you need to have a presence in all of them. You have to be where your audience is and in the channels that you can support with good content. Having presence in a platform you can’t keep up with will end up doing a disservice to your business.
2. What advice do you have for businesses getting started with social media?
Alia: Before you start posting, it is important to develop a social strategy. Identify your target audience, embrace your brand voice, and research key hashtags for your business. After you identify your audience, create a monthly strategy outlining important company events, relevant topics of the month, promotions, holidays or national days relevant to your business, and employee features and spotlights. This will give you a clear direction each month so you aren’t just posting content for the sake of just posting.
3. How often should I post?
Melissa: In order to build your social media presence, you need to be active, but that doesn’t mean you will post just for the fun of posting. You need to put into perspective quality versus quantity. You can post every day, but if you are not offering anything of value to your audience, they won’t connect with you. Ideally, you keep it around the 2-3 times a week mark, but always keep in mind the value. If you can only do 2 good posts, don’t feel pressured to do more.
4. How do we grow our followers?
Shannon: Having a large following is a goal for some, but having engaged followers is what really matters. Growing an audience that is highly engaged completely organically will take time, but the effort will be worth your time when you have followers that actually click on your links and care about your products. Some strategies to increase your followers are: get to know your audience, have a strategy, have original and quality content, and use hashtags correctly. You should also make sure you are actively responding to messages and comments as they come in!
5. What type of content should we be posting?
Alia: Content is directly applied to the type of business you run. No two content strategies will ever be the same. However, it is important to post a mix of content that can appeal to your audience. For example, you shouldn’t limit yourself to only posting blog articles. Try to switch things up - industry insights, national days that can apply to your business, employee features, product promotions, etc. It is important to have variety on your social channels to prevent users from getting bored. You want your brand to be its authentic self on your social channels, relating to customers and building their trust.
6. Should I post the same content on all channels?
Alia: No, not all content is applicable, or will perform well, on all social channels. For example, LinkedIn caters to a different audience than Facebook. LinkedIn takes on a more professional, informational tone, whereas Facebook is more casual, catering more to employees and people interested in gaining tips behind your brand and services. It is also important to consider the length of posts. LinkedIn offers the opportunity to write more than Twitter does, so it is important to consider this factor when picking and choosing which content is best for each channel.
7. How do we keep our social media channels aligned with our other efforts?
Melissa: For us here at Bayshore, we make it a priority to work together to make sure that each channel is aware of what is going on with the other. We like to get together to plan the strategies that will be happening each quarter for our clients and brainstorm how they translate to each channel.
8. How do you create a sense of community with your followers?
Shannon: The best way to create a sense of community is to be a part of the conversation, and add value for your followers. Social media isn’t a place where you should be all about self-promotion. On the contrary, people will only engage with you if you provide them with lots of value. And value starts and ends with problem-solving. If you want to build a real sense of community among your audience, you need to solve their problems.
9. Are Instagram and Facebook stories worth our time?
Shannon: Absolutely! Instagram Stories is a great place to hold conversations with your followers. It’s one of the best places to show your human side and really build your community. You can also use Instagram Stories to collect the most popular questions your community has about you and your brand. Using question stickers to solicit feedback, meanwhile, opens up more opportunities for easy communication
Partner with a Social Media Agency
An agency partner with a team of social media experts can help you craft a strategy that fits your brand and your goals. Our social team at Bayshore Solutions has the knowledge and experience to pinpoint your social media needs and suggest customized solutions so you can get an edge on the competition. Ready to get started? Contact us today!