Step 8: Take a closer look at your social media strategy. Every business, no matter how big or small, should be on Facebook or Twitter.
And if you’ve been participating in the ‘Start Small, Win Big’ entrepreneurial challenge, your small business is probably already active on both. There is, however, one common pitfall of many small biz social media accounts: an obsession with “likes.”
Yes, Facebook “likes” or Twitter “favorites” are important– vital, even– when using metrics to see what’s working or not. But even with measurement in mind, numbers are not the end goal– engagement is.
With that in mind, this week’s assignment is to audit and refine your social media strategy. Depending on your business, you can have many goals for your Facebook page or Twitter account. A food truck’s Twitter account can be used to update fans on where they’re parked for the day, while the purpose of a wedding planner’s Facebook page is to showcase her beautiful portfolio.
But, regardless of your industry, there are four C’s of social media that you’ll need to perform your social strategy audit: Communicate, Community, Content and Conversion.
Communicate: Look at all the posts you’ve made in the last two weeks. How many are promotional and how many are non-commercial? Paul Slack, president of Splash Media, gives the following rule of thumb: “Communicate effectively to fans by using the 90/10 rule—90% of what you create in social media needs to be non-commercial, and once you’ve made those posts, you’ve earned the right to post your 10% of promotional or commercial information.”
Community: What have you done lately to make your fans feel welcome? How quickly do you reply to complaints? On that same note, how quickly do you reply to compliments? If your business is only responding to negative comments, then that’s all you’ll ever receive.
Content: If you have a blog or website, you always want to drive people out of social media and to your website. The average lifespan of a Facebook post is one day and the average lifespan of a tweet is a few hours, but a blog post is indexed, searchable and, as long as it’s relevant, never dies. When was the last time you posted valuable content? If you don’t have a blog or website, consider putting it on your To Do list for the weekend– it’s as crucial as a social media page.
Conversion: Do you frequently receive questions like, “How do I subscribe to your newsletter?” or “Where can I buy this?” Evaluate how easy it is for your social media fans to take the next step, whether it’s making a sale or finding more information about you. Is your contact info easily seen?
Share your social media audit with the SUCCESS Start Small Win Big community today. Also, stay tuned for instructions on how to submit your final entry.