Having strategy for your brand on social media is always important, but when you have a specific goal you'd like social media to help you achieve, it becomes vital. I've previously posted about how to determine a small business' social media presence, create a calendar, build personas, and write community management guidelines using one of my favorite businesses, Scratch Baking in Milford, CT. Based on this work, I've created the following slides and presentation outlining a social media strategy they could use
Social media has given everyone a voice and in doing so the general public has taken control of the conversation. Some businesses, used to having all control over their brand narrative, may find themselves lost as to how to effectively operate in this space. Instead of saying “why bother” or, worse, futilely moderating your social media presence within an inch of its life, effectively killing all authenticity, you should place your brand as the steward of your brand community by creating community management guidelines.
Whatever the business-related goals of your strategy, you need to focus on the user-centered goal of bringing value to your audience through your social media presence. By empathizing with your audience you will build content that will make your brand more relatable and more trustworthy which will ultimately translate into brand awareness, website traffic, customer leads, revenue, brand engagement, loyalty, or success with any other goals you may have. Personas are good tools to help you start building a social media strategy with empathy.
In my last post, I explored how to decide the social media presence for a small business using one of my favorite small businesses – Scratch Baking in Milford, CT. Now it’s time to activate that presence. It’s time to plan and create content. No matter how strategic you are in choosing your business’ social media platforms, that will mean nothing if you’re not strategically and regularly creating engaging content for them.
Small businesses can face challenges such as human and financial resource shortages when trying to access the benefits of social media. With little money to pay someone to focus on this for them and little time or energy to do it themselves small business owners sometimes don’t even know where to start. Using one of my favorite small, local businesses – Scratch Baking in Milford, CT – as an example we’re going to walk through how to approach evaluating and planning your business’ social media presence.
The sheer amount of information social media now presents us to digest is enough in and of itself to overwhelm us in to being less discerning about the truth. Add into this mix every individual’s opinion and the voices of those interested in misleading others or sowing division and social media becomes a very chaotic and confusing source from which to get your news. I decided to find out just how much of a filter I had to apply to find factual news on my social media accounts.
The COVID-19 pandemic has changed our daily lives, perhaps forever, in countless ways we are still trying to grasp. But as a social media professional I’m acutely interested in how this crisis is affecting the medium I work in. What I’m seeing is the possibility that we are moving into a new phase of our relationship with it.