Social media presence is key for all entities’ sustainable success throughout the Connected Age.
Every organization’s social needs will be unique, depending on their market, industry, and level of development; however, here are a few of the guidelines I recommend to get one’s digital presence launched:
Let's dive in...
Talk Target Market
Who’s your organization’s target market?
For a gun retailer in the Midwest, one’s target market may be deer and pheasant hunters located within a 50-mile radius of the flagship store.
For a specialty women’s wear ecommerce store, one’s target market may be all women between the ages of 22 – 40, over 5’9”, located in the United States.
All marketing strategies – digital and print – should focus on talking to one’s target market.
Identify who you are selling to:
Defining such consumer characteristics will assist in your ability to optimize your digital presence.
Social media can be an amazing way to generate new customers – if you are “talking” to users that have a need for your product or service. The key to cutting through the noise in the online space is to approach the right audience – your target market.
A Facebook page with half a dozen pictures and a post dating back to 2011, isn’t going to do much for your organizations’ objectives.
Select at least three social media platforms suitable for your organizational initiatives and frequented by your target market.
If you’re marketing for an ecommerce candle company, prioritize social media presence on the following platforms:
Additional platforms, such as Twitter, LinkedIn, Periscope, Google+ may assist in promoting your product, but present less ideal medium for product placement to a predominantly female Gen X target market.
However, an employment agency may find the following three social platforms to be a most beneficial use of their time:
Last part of this triple pronged strategy, is to be ACTIVE on your selected social channels.
So what does “active” on social media look like?
Here are a few guidelines I encourage clients to consider:
“But I don’t have time to be active on social media! I have a business to run.”
Sound familiar? Yeah - I hear it all the time.
Want to hear my response?
You can’t afford to not be active on social media.
Think of the customers you’ll lose, the potentials that pass, the brand reputation that flounders.
Social media will strengthen your company – when it’s a vibrant and dynamic aspect of your communications strategy. While a lack of a strong social strategy could spell doomsday for your formerly established brand.
Social media is no longer a teenage fad. It’s evolved into an integral part of our daily lives. And the good news, is that when implemented correctly, it can make you a lot of money. Posting a few clip art graphics or the occasional “Holiday Sale” status updates won’t cut the mustard for today’s socially saturated consumers. Prioritize development of a successful social strategy customized for your organization’s target audience, and reap the benefits of an engaged online community for your brand.
Hannah Becker is a millennial author, entrepreneur, and marketing consultant. She currently helps brands increase millennial market share through digital strategy and public relations. Follow Hannah on Twitter@MotivatedGenY