7 questions to ask yourself about using social media for business

Being smart about social media is not just looking cool online

You might point out (correctly) that the seven questions posed above could be asked of any planned communication, especially the fifth one. However, for this article let’s just concern ourselves with social media. So what do these questions mean?

They simply mean that you should think before you start broadcasting any/your message across social networks.

These questions will form the basis of a strategy that should be agreed upfront. An important element will be that the value of the proposed activity to your customer and to your brand, be addressed. If, for instance, you decide to use twitter for customer support only, well then curating and sharing brand messages might be a waste of time for you.

If deciding on the usage is the first step, then evaluating which social media platform to use, is the second. Of course, this depends on where your audience is. For instance, you might need an e-commerce site rather than a social media platform. So, being smart about your online marketing is as essential as any other element of business success.

Let's be honest with ourselves, there is absolutely no need to be on every social media platform out there. That new shiny tool might look ‘cool’, and you feel that your brand is leading-edge, but in reality it might well be a total time suck.

So, how do you know if you should use social media?

Well, let’s take the last two questions, above, together. If being on social networks doesn’t bring some value to your business – what’s the point?

And, you are not going to know whether it can bring value, unless you have planned the activity and made it measureable. Ask yourself, do your customers want to engage with you on social media? Better still - ask them ….then you’ll really know.

If all you want is to be seen online, with no engagement, then you really need to re-think your overall marketing objectives.

Even if customers say they do like engaging online, you have to figure out the ‘why’. In my opinion, I believe that customers buy from you because of you and how you do business (your product or service being the transacted value). They like you, and they are loyal to you.

However, when it comes to being loyal online, your customers will only translate that loyalty if your activity there continues to be relevant to them e.g. latest offers/sales, information or entertainment.

Of course social media, comparatively speaking, is a cheap and ever-present means of marketing, but as alluded to in the said questions, it’s all about being in relevant places. The very essence of a viable business is about how your offer meets people’s needs and desires. If it doesn’t well then, no amount of social activity online will grow your business.

Whatever purpose you decide to be online for – commit wholeheartedly to it. If you don’t have the time, the in-house resources or the commitment, look at outsourcing the set-up, monitoring and measurement of your online activity.

When I mention ‘outsourcing’ I always feel compelled to mention social media gurus. There are definitely folks who can advise you on what tools and channels are available. The thing is though, they are not marketing experts because they know these things. You’re an expert if you can use social media to help grow a business.

My point here is that if one doesn’t have the basic marketing skills to begin with, the tools are almost irrelevant. What happens when social media platforms fail or stop being popular? Surely fundamental marketing and communication skills will still be required whatever new online channels appear. After all a writer's talent doesn’t change whether they are using a typewriter or an iPad.

Tips and Timesavers

If you don’t want to outsource and decide to go it alone here are six basic elements that should form your digital visibility:

•         A simple website (optimised for search and usage)
•         Some social media presence (on relevant platform/s)
•         A Blog
•         An email newsletter (customer focused)
•         Visual (video) and/or audio (podcast) representation
•         Insight platforms (e.g. google analytics)

Remember though, if you are going to outsource to a communication company you need to ask yourself these questions; how much time do I need to commit to working with them, do I want just a digital agency or an integrated marketing firm, and are they cutting edge.

Furthermore, consider if they can they collaborate with other agencies you might be using and if you can work with them i.e. is there chemistry.

If we can help you or steer you in the right online direction, just contact us on this site.

Stay safe - Jim