Having a business account on social media platforms is commonplace today. While some businesses are present on social media only because everyone else is, there are a few others that aren’t as active as they ought to be. Only a few businesses know the potential of social media with respect to their growth. In either case, many believe social media for business is about randomly posting content — whatever, whenever, and however — like they do on their personal accounts. However, for a business to have an effective business social media presence, it needs proper planning and strategizing. Though it may seem easy, it is no cakewalk; in fact, social media planning is about immediate effect, longterm effect, and everything in between. In this blog, we will talk about how you can streamline your process and go about creating an effective social media plan for each platform.
Social media objectives
First things first — what are your social media goals or objectives? It’s futile to get on social media if you are not clear as to how you want it to help your business. Generally, businesses have one or more of the following social media goals:
Increase brand awareness
Drive traffic to their website
Establish a loyal fanbase
Increase brand engagement
Know what social media users are saying about their business
Once you have your social media goals clear, you can go ahead with planning and strategizing your social media presence.
Understanding Social Media Plan
Social media planning is not only about deciding what kind of posts will go up on various social media platforms, it is a lot more than that. It takes into account the business’ ultimate goals and objectives and accordingly works out everything else. That’s why, no matter what your goal is — to drive conversion, raise brand awareness, connect with existing and potential clients, or something else — having a social media plan in place is essential. Here’s what you need to consider while planning:
The current statistics of your social media pages — the number of followers, frequency of posts, engagement, etc.
Is the first impression you create good enough — the bio (About us), cover photo, etc. Also, have you included your website’s URL?
Content strategy and calendar — the personality/tone you want to maintain on your page, how many posts per day/week, the best time of the day to post, seasonal/festive post, potential trending topics, and so on.
Progress measurement/analysis techniques — vital metrics, tools to measure them, and the like.
Competitor analysis — the number of followers, kinds of post, frequency, engagement, etc. A word of caution here — don’t copy your competitors’ ideas. Instead, see what works for them and how you can alter your campaigns to see similar results.
Before we proceed, find out which social media channels are suitable for your business by checking out our previous blog. Knowing the right social media platforms for your business will help you channel your resources in the right direction.
Social media is all about the content — caption, pictures, videos, and the like. That’s why it’s crucial that this aspect of social media is well thought out. Here are two of the major questions entrepreneurs often have:
1. What content can engage target audience?
There’s no one-size-fits-all approach in social media. That’s why you will have to tread on trial-and-error route till you find what works with your audience and what doesn’t. But a general rule of thumb is to offer your audience variety. On a date, if you keep talking about yourself or blowing your own horn without caring much about what would interest your date, you most likely won’t hear from them again. Similarly, when it comes to social media for business, it is essential to keep your audience engaged with a variety of content. For example, some posts could be about what your business has to offer, some could be industry updates that would be of interest to your followers too, you could ask them for their opinion in some posts, while in others you could offer them an interesting trivia.
2. From where to source content?
Do you keep posting content on your website regularly? If yes, you could share their respective links on social media. Do you frequently introduce a new product, service or offer? That could be a content peg for social media. Testimonials can also be shared on social media, thereby aiding your reputation. Content like photos, videos, infographics, etc. see better engagement, but getting professional resources to generate them may prove to be an expensive affair for small businesses.
In such a case, you can design graphic content with easy-to-use online tools like Canva (to design pictures) and Infogram (to create infographics, reports, maps). Similarly, you don’t need a high-end camera to shoot a video; you can simply record a video using your mobile phone. Thus, you can sort out your resources and then decide what you will be able to share, or work the other way round. Either way, you need to be clear on how you will produce your social media content.
Dos and Don’ts of Social Media
1. Don’t be self-absorbed
As we said before, don’t be like a self-absorbed date that probably won’t get a callback. It’s called ‘social media’ for a reason; you ought to be social there. If you are talking only about your business, chances are that either people won’t be interested in following you or may unfollow you after noticing that you are occupying their newsfeed without offering much value to them. That’s why it is essential to offer them variety as we mentioned above.
2. Understand the kind of media trending/popular on every platform
Just like every social media platform caters to a different demographic, the kind of media popular on each of them also varies. For example, the popularity of videos is growing on social media. However, the functionality and features of videos vary on each platform. Understand how each of them can help you engage your followers better.
3. Homogenize or diversify content on each platform
While the content peg can remain constant on each platform, the way they are presented must ideally vary. For example, Facebook has no word limit, Instagram is about using the right hashtags, Twitter has a character limit — this necessitates a variation in the textual content that goes with the post. Besides this, it’s not necessary that every post that goes on, say, Twitter must also go on Facebook, or vice versa.
4. Be consistent with good content
To retain followers and also increase the number, it is essential that you are posting consistently. Posting too many or very few posts could lead to a disinterested audience; so, space out your posts wisely. Also, posting random stuff without much thought may lead to people unfollowing you or not following you at all. So it’s essential to be consistent without compromising on the quality of posts.
Now that you are equipped with all the necessary knowledge to create effective social media content, it is time for you to plan how you will make your business’ social media pages audience-ready. Once that is squared away, social media could prove to be one of your best marketing channels.
Foundous believes in working with you as your design partner so that you can focus on your business. We believe design should be uncompromising as it gives the first impression of your business. That’s why, we give your website the ideal look and feel. Most of all, we understand cashflow; accordingly, we have amortized the cost of building your website, over time, with our affordable pricing. Contact us to know how we can help with your business.