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.
I enjoy using social media personally, but I’ve never thought of myself as being addicted to it. I’m not naïve, though, to the widely discussed debate over its risks and side effects. I’d like to think I’ve focused on having a healthy relationship with this technology, one in which I’m benefiting more from the positives than the negatives. My self-assurance that I’m doing the right thing, though, isn’t enough. The time came last week for me to try to put my data where my mouth is. The challenge: no personal social media use for 5 days.