My Business




Social Media Blogs by Aliza Sherman

Social Media Blogs by Aliza Sherman
Aliza Sherman

Aliza Sherman is a news media entrepreneur, author, women's issues activist, and international speaker.
Sherman has received recognition for her role as an entrepreneur focused on women's issues, particularly women's role in the news media industry and their participation on the Internet.

Rethinking Your Social Media Marketing Strategy

Rethinking Your Social Media Marketing Strategy

As a business owner, working on the day-to-day responsibilities of running your company is your priority. Communicating about your business to reach your target market is an ongoing process, and social media marketing adds a layer of tasks to your day that can be daunting.

Periodically take a look at how you’re using social media platforms and applications and how your efforts are paying off. Knowing what works and what doesn’t can help you recalibrate your social media marketing process.

Here are some steps to take to rethink and refresh how you are using social media marketing on a regular basis.

Reiterate your objectives.

Always start with the overarching goals for your business and work back to the smaller, more achievable objectives. If you offer products, your big goal is to sell those products and if you provide services, you’d like people to hire you or subscribe to your services. However, to achieve that through social media you need to do the following:

  • Let people know you exist.
  • Attract their attention.
  • Interact with them.
  • Solidify their relationship with you.

In social media marketing, you’re looking to gain more than a prospective customer or a one-time customer. You want them to spread the word about your products or services to others.

As more people expect to be heard by companies and organizations in social networks, look for ways to provide customer service through your social media channels. Answering questions, handling issues and rewarding loyal customers are all ways to solidify your relationship with customers and prospects.

Examine your platforms.

Take a look at where you’re reaching out to attract potential buyers. Confirm your audience is still there, by listening, reacting and responding. Besides a glut of messaging generated by social media users, most of the popular social networks now control the visibility of commercial messages unless you advertise with them.

Determine where you have the greatest potential to reach your market – a combination of your current customers who can help you spread the word to their friends and followers and a wider audience you can meet through more strategic messaging and investing in advertising. Choose platforms with the best advertising and targeting options to reach your ideal market.

Refresh and boost your messaging.

Once you’re more focused on using the platforms that either deliver on your objectives or show promise to be useful marketing tools, re-evaluate how you post to them. Your messaging should include a mix of:

  • Brand messages – These project your brand image and let people know who you are and what you offer. Post your brand messaging regularly and as often as suitable for the platforms you use. For example, you can tweet a daily brand message on Twitter, Pinterest and Instagram and mix in additional messaging throughout the day. However, you don’t want too many daily posts on Facebook or you’ll turn off your followers, so space out your brand messaging there.
  • Timely messages – These are time-sensitive and related to fixed dates such as sales, promotions, contests and online or offline events. Add fixed dates to your social media marketing editorial calendar and increase the frequency of messaging as you approach each date.
  • Conversation starters – These are creative ways of stimulating conversations with your following and usually include questions or compelling statements. For these to work, look closely for reactions and respond in kind to maintain momentum.

Assign small blocks of time throughout the day to check your social media channels to monitor what others are saying, respond to others who mention or address you, reach out to new people, and keep your presence active. A few scheduled minutes several times a day can work wonders.

Invest in advertising with attractive and compelling messaging. Leverage ad vehicles such as Facebook’s boosted posts, sponsored ads on Facebook and Instagram, Twitter’s promoted tweets, and Pinterest’s promoted pins.

Pick the right tools.

Use the best tools to manage your day-to-day marketing efforts. Types of tools you should have in place include:

  • Social media editorial calendar – This can be as simple as an Excel or Google Doc spreadsheet or a more sophisticated app like CoSchedule.
  • Social media monitoring tools – Receive emails when someone mentions your brand using Google Alerts or Social Mention Alerts or view a dashboard of social media conversations with services like Mention to Hootsuite.
  • Social media scheduler – Schedule messaging to multiple accounts using tools such as Hootsuite, Buffer or SproutSocial. Note that you should schedule posts to your Facebook Page directly using Facebook’s message schedule and not a third party tool.
  • Social media analytics – Analytics tools should be built into your social media schedulers like Hootsuite, Buffer, and SproutSocial, but also look at each social network or application’s stats such Facebook Insights, Twitter Analytics, and Pinterest Analytics. Some applications, like Instagram, require using a third party analytics tool unless you’ve advertised.

Examine what you’re doing with social media on a regular basis, monthly if you can. Streamline your process by using fewer platforms, more focused messaging, and better tools to achieve a higher return on your investment.

Read other social media blogs by Aliza Sherman

The Business Resources Center offers helpful news, tips, and tools for general information purposes only, It is not intended to provide legal, financial, or other advice or recommendations for any specific individual, business, or circumstance. The offerings found here are provided by third parties, which are neither controlled nor endorsed by First Tennessee Bank National Association. First Tennessee Bank National Association does not guarantee or warrant the accuracy, completeness, or timeliness of this information and content. Additionally, links to third party sites are provided for your convenience. Such sites are neither controlled nor endorsed by First Tennessee Bank National Association and may not have the same privacy, security or accessibility standards. Third Parties are responsible for the content and availability of their sites.