Social media marketing (SMM) can be overwhelming. The do's and don'ts, which network to use, how to use it, should you advertise, how many times a day should you post, and so on. Try these eight tips to get your sanity back when deciding on your SMM strategy.
01. Stick to 2-3 networks
- Figure out which network works for you and spend your time and energy there. If you are more comfortable on Twitter, engage and flourish on Twitter -- don't go trying to figure out Snapchat and start from scratch with a completely different platform.
- Listening to one expert who advocates on at least dabbling on all the networks prompts me to relay this message: maybe you might fall in love with Snapchat and maybe that is where YOUR audience is primarily. If the latter is definitely true, then you should work Snapchat into our top 3 while resuming Twitter.
- Keep with the mantra: If you build it, they will come. But you can't build anything successfully if you are spread too far thin on multiple networks.
- Skill Space is present on Twitter, Facebook, Instagram, and Pinterest but only with the help of having the four platforms shared between Amy and Georgi.
02. Only focus on the metrics that count for you and your brand:
- For your own sanity, develop your social media marketing strategy around the metrics that really matter for you: is it engagement, retweets, click-through, likes, comments, list-building? There are so many options, so don't get overwhelmed with all of it because the strategy is different for each metric.
- For instance, thousands of followers doesn't mean much if you rely on them to buy from you and they aren't buying.
03. Stay on track with your brand and strategy, but don't be afraid to trial and error
Having a strategy and plan is essential in keeping you both on track, consistent, and sane. Plus your followers are coming to you expecting the same plan as yesterday -- that's why they are following you. So if you post about home and office pictures on Instagram, they rely on you to post home and office pictures -- flip-flopping strategy is not a way to retain followers.
Now, changing strategy altogether can be a successful process but it must be tackled carefully.
Trial-and-erroring tweaks that could become successful is recommended because social media and even online business strategy is ever-changing. Paradigm shifts are infrequent but important.
04. Use a social media scheduler to plan out evergreen content far in advance
- There are many social media managing and scheduling platforms out there, like the two mega-hitters Buffer and Hootsuite. Find the one that works best for you and use it.
05. Devote only small batches of time to interacting on social media each day (many recommend 30 minutes a day).
- Always try to respond to @mentions, but maybe organize tasks by day, e.g. On Monday engage in groups and communities, on Tuesday and Thursday repost other's content that your audience might enjoy, on Wednesday ask your audience questions and pique their brains, on Friday share some personal or fun tidbits.
06. Post at the right time, and more frequently (more is better with social media)
- Do you know what is the best time to post for your audience on the different social media networks? It's different for everyone and there are many tools that can help evaluate what is the best time for you to post. However you can't go wrong with learning some of the across-the-board averages for each account:
07. Automate all blog posts to publish to social media
- Automating blog posts mean that as soon as it is published or goes live, a social media post is automatically posted on social media as well. Most content management systems (eg, WordPress, Squarespace) can do this for free by syncing your social media channels to the platform. Bloglovin' and IFTTT can also do this for you for free.
- In addition, there are many freemium tools that can add more advanced features so that you can do this. If you are on WordPress, we highly recommend CoSchedule.
Set up Google Analytics to email weekly reports straight to your inbox
- This way you can see which channels are sending the most traffic to your website (and this way you don't have to worry about logging in and doing it yourself).
What tips do you have for improving social media strategy?
Did we miss something? We'd love to hear all about it in the comments!
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