I went through a “101” call a couple weeks back and it brought back the reminder of that, while some of us do this social media stuff 24/7, most marketers and small businesses are still just getting started figuring out what to do with their Facebook profile/group/page, YouTube channel/video, Twitter thingy. A lot of people I talk to are hesitant to even set up social media profiles because they’re sure there won’t be much time to learn about how to use them effectively — much less actually see a return on their invested time.
I made a few notes while listening to these concerns and questions and afterwards followed up with the group with six steps to getting started with social media. I wanted to share it here too, to help you start building your toolbox.
Six-Step Process for Organizing Social Media Goals & Strategies
- Set your objectives for using social media. There are no “wrong” goals, as long as they tie into your other business objectives. Some objectives may include driving sales, raising awareness, creating online buzz, connecting with your friends/fans/customers or using the channels as additional outlets for marketing.
- Determine the resources you can dedicate to social media. If you have a team, great. One person, great. One half of one-half of a person’s time, sure. Just make sure that you’re allocating the appropriate amount of resources that are in-line with your overall business objectives.
- Decide what social channels help you achieve the objectives you’ve set and align with the resources you have available. You don’t have to have a presence on every social media website to be successful. PGA TOUR player Stewart Cink only uses Twitter, but he does so really well and is the most popular golfer on Twitter. Each channel (Facebook, Twitter, YouTube, etc.) is unique in how the users engage, who uses it and even where its more popular. Pick the channel or channels that will reach the people you want to reach, fit with the resources and content you can produce and the outcomes you want to achieve. [Hint: the Groundswell Social Technographics Profile Tool is a great resource to help you identify who & what your audience is doing online.]
- Don’t reinvent the wheel just for your social media profiles. Use the content you’re already producing for your website & newsletters (can go into Facebook notes, videos, photo galleries, etc). Make your social channels another extension of your plans for marketing, communications & digital efforts.
- Use insights from Facebook (Page Insights) and YouTube (Insights), as well as third-party sites like www.tweetcounter.com and TwitAlyzer.com to track your growth and successes. Hootsuite.com and Bit.ly let you track clicks on links posted on Twitter, Facebook and elsewhere. Measure everything and use the data to back up your gut instincts about what goes well or not as good as expected.
- Try new things! and share your successes or hardships so we can create a better community to help each other.
What do you think? I welcome any comments, challenges or additional tips that will help others get more comfortable with starting out, or resetting their goals for using social media to connect.