Last week, I offered six crucial questions that businesses should consider before they delve into a social media presence. Question one involves figuring out what you want your presence to accomplish for your business. Which begs an even more basic question: How do you decide what those things are?
As with most marketing endeavors, it’s always sound to start with a back-to-basics mindset. Let this philosophy form the framework of your approach to social media. I have two great answers to the “What should my presence accomplish” question that apply to every business:
1. Your social presence should create greater awareness within each community of your business and brand
2. You want this presence to build trust
Seem obvious? You’d be surprised at the number of businesses that start a Facebook page and Twitter account with the intention of using each as a one way platform to broadcast specials and deals. They learn that social sites are free, and in their minds, that translates into “free advertising platform.” They view social media marketing as the latest and greatest shiny new tool to boost sales.
That’s the wrong approach entirely.
The rationale for starting with 1 and 2 above is simple: There will be people out there who do not know about your business, and social media is a great way to change that. But don’t tell them what you’ve got – Show them who you are. You do this in large measure by simply talking to people just to share info and get to know them. Over time, once they come to know and trust you, what started as conversation may result in sales. Or it may not. And that’s OK – because boosting sales is what your traditional advertising is designed to do. Sales can happen eventually as a result of a good social presence, but should not be its focus. Ever.
After all, it’s called social media, as opposed to self promotional media – for a reason.
Liz DeLoach is a Social Media Consultant, Les Mills Fitness Trainer, wife and mom of two teens (help!) in Charleston, SC. Follow her on Twitter @lizdeloach. And, be sure to stop by her page at Social Moms.
Three Great Ways to Comment as a Page
Wow. What a day in the Social Media world. Facebook has launched some pretty hefty changes to its Business Page format. They’re great changes, too – all of which in essence allow pages to act as people – liking other pages, commenting as the page’s identity on other “liked” pages, and so forth. I’m not going to detail those here. Others already have, and quite well, I might add.
Instead, I want to focus on one of the key features and offer some ideas on ways to use it that can be great for your page’s ability to add ‘likes,’ build relationships, and promote cross marketing. I’m referring to the ability to comment, as a page, on other pages that your page likes. This one development alone is huge! Here are some thoughts to get you going on how to use it:
One concern I do have about this feature is whether or not it could promote “spamminess.” I do want to caution great care, consideration, and selectiveness in the types of posts you put out there, and where. Don’t run out and post broadcast type ads. When in doubt, contact the business and ask permission to post on the page, offering first to promote them in some way. Think in terms of giving away great info, not advertising for sales.
Here’s a link to a great article on “Ten Things Admins Should Do Right Now” with the new format. Great stuff!
So what do you think of these changes? I’d love to hear your ideas on ways you plan to use the one I highlighted, or any of the other new features.
Liz DeLoach is a Social Media Consultant, Les Mills Fitness Trainer, wife and mom of two teens (help!) in Charleston, SC. Follow her on Twitter @lizdeloach. And, be sure to stop by her page at Social Moms.