Do you have a social media strategy? Does it involve content? Should it?
The other day I drove past a local convenience store that makes most of its profit from beer, Slush Puppies and beef jerky (not that there’s anything wrong with that). A big sign out front asked passers-by to Like them on Facebook.
“It’s official,” I thought. “Now every business in America has a Facebook page.”
Unfortunately, few businesses actually have a strategy for their Facebook page, or for the rest of their social media activity. They tweet, blog and set up a Facebook business page out of fear of being left behind, rather than as a way to engage their audience.
However, there’s uncertainty around how to create a sustainable social media campaign, although the tools are plentiful and often free.
I’m always surprised at how few retail spaces take advantage of Twitter and Facebook (yes, there are exceptions). The costs are low, the risks are manageable and your customers are already using the platforms.
By engaging customers “where they live,” you can increase the foot traffic to your shop and grow your business.
Whether you’re planning a real-world event (like a conference, tweetup or political gathering) or a virtual event (like a webinar or teleclass), social media can be an inexpensive, cost-effective way to build buzz, fill seats, and turn a one-off gathering into a recurring event.
There are a lot of social media experts out there—including the ones who claim there’s no such thing as a “social media expert”—and they’re telling us how social media works, how it doesn’t work, and how we all must behave in the social media arena.
Much of this advice is framed as “universal truths” that every business must follow. Unfortunately, a lot of it is based on the expert’s personal experience. And that may not be appropriate for you. Even the most well-intended advice is often off the mark when it comes to your business.