The Marketer's Social Media Survival Guide

As a social media marketing company, we understand better than most how time-consuming an effective social media strategy can be. But we also know it offers huge benefits for businesses, from building customer relationships to sharing content, generating sales and more.

After years of testing the best strategies, we’ve compiled some tips to help you enjoy those benefits without wasting precious time and effort.

1. Do your research.

A good social media strategy starts with knowing your audience, what times they’re online, what platforms they use, what their interests are and more. Once you nail down your audience, identify your brand personality and voice and make sure all your social media accounts look and sound similar, while still being tailored to individual platforms.  

2. Create goals.

What good is a strategy if you don’t have goals? Whether it’s increasing followers, identifying your audience, building brand awareness or driving traffic to your website, know what you want to accomplish on social media. Set concrete milestones and dates you want to achieve them by so you can continue to measure your progress.

3. Be authentic.

Just like people, brands have a story to tell. Tell that story authentically and adhere to the 80/20 rule: 80% of posts tell a story and might not even mention your brand, and 20% of posts focus on sales. That ratio will help you build relationships with your followers so they become lifelong fans of your brand rather than a one-time customer.

4. Prioritize strong customer service.

One of social media’s greatest strengths is the ability to interact with followers in real time and help address their problems. Answer all requests and complaints within 24 hours and be authentic in your answers. (See step 3.) Remember you’re a person, not a robot!

5. Use video.

Video is not the future, it’s the present - which means it’s absolutely critical to a strong social media strategy. According to HyperFine Media, enjoyment of video ads increases purchase intent by 97 percent and brand association by 139 percent. People are also more likely to engage with videos on social than with photos, text or links. It takes more time to create videos but the payoff is more than worth it.

6. Pay to play.

With Facebook’s algorithm constantly changing– and constantly making it harder for brands to reach their audiences–  a paid social media strategy is increasingly necessary. Start by advertising on only one platform at a time and expand from there. For lifestyle and e-commerce brands, Facebook offers multiple integrations and ad types to make your job easier. For B2B companies and service providers, Twitter is a great place to establish thought leadership and LinkedIn is the best platform for generating leads and recruiting employees.

7. Measure results.

You could have the most effective social media strategy in the world, but you’ll never know if you don’t track your performance. Test what works for your brand and your audience and constantly refer back to those goals you made in step two.

8. Be social!

Social media is all about making connections and engaging with communities and that holds true for businesses as well as individuals. Don’t forget to make those connections by commenting, liking, sharing and engaging with the customers, followers and brands that make up your community.

By following these tips, you’ll be well on your way to seeing success on social media.

But sometimes you just don’t have time to carefully execute a strategy in the fast-paced world of social media. If you want to take some weight off your shoulders, check out our services and let’s set up a time to chat.