We recently came across a situation where one of our brilliant clients wanted to start up a social media strategy for the first time. They’d dipped their toe in the water of Facebook on a personal level, and had heard from another marketing agency that they absolutely had to have profiles on Facebook, Twitter and Instagram for their business too.
Which begs the question we asked them, why?
Why do you need profiles on all three social media platforms? We weren’t saying that they didn’t, but we were asking them to think about what they felt they would get out of them. When they told us that they didn’t really know, it got us thinking about what advice we can give people when they’re unused to social media.
We are the first people to recommend that clients use a variety of channels and platforms to get their message across, both to customers, to suppliers, to the media and to the wider public. But we also recommend that this is done in a targeted, planned manner, and that a schedule is written as part of a wider marketing strategy. But what should be included in this?
A few things to think about here:
- Do you know the differences (in terms of consumption and demography) between Twitter, Facebook, Instagram, Pinterest and Snapchat?
Do you know your local press and how best to interact with their readers?
Are you aware of who your current followers are on each channel? Depending on your product/service, it might be that it’s your suppliers who interact with you on Twitter, whilst it’s your customers who follow you on Instagram. Make sure that you’ve looked at the analytics of each channel – do your research!
If you have a newsletter, who is it that reads it?
Do your social media posts reflect the messages of your business / brand as a whole? Do they reflect the messages that you put out on your website? In your blog? In your newsletter? Consistency is key.
By all means, use Hootsuite or Tweetdeck to schedule some of your social media posts. But don’t rely on this for all your social activity, we recently wrote a blog about how to keep your social media, social (link to blog). You also need to be able to respond to comments, questions and opportunities as they crop up, and if you aren’t sure whether you are going to be able to manage this, it’s worth getting in some additional support to help you.
We love helping organisations interact with their customers, their suppliers, the media and their local community. We would always ensure that this is done with the support of a plan, so that messages are consistent, timely and aimed at the relevant audience.
If you need help with this or with any other marketing activity, please contact us today.