The formula for social media success can be elusive. That’s because there isn’t a formula.
Effective social media marketing is a mix of art and science.
Think of it this way: Social media is the digital version of word-of-mouth marketing. If it’s done right, it’s a low-cost way to build brand awareness, goodwill and credibility – which can ultimately lead to sales.
But there can be downsides. It can be difficult to control. Just ask anyone who’s tried to make a post go viral. And evaluating the results takes skill.
The basic framework for social media marketing success comes down to these three steps:
1. Failing to plan is planning to fail. You need a content and marketing strategy for your online efforts, just as you do for your offline efforts. What are you trying to achieve with your social media? Which platforms are best for your business? Do you have knowledgeable staff internally or do you need to hire an agency?
2. Measure appropriately. Tracking likes and followers is easy. And doing so has value, but it’s just one tool to evaluate what’s working or isn’t on your social platforms. Make sure you’re reviewing all the analytics and know what they mean. Again, if your staff isn’t qualified to find and interpret that information, hire out.
3. Connect rather than sell. Social media, more than any other marketing platform, is about connecting and engaging with people. Selling is a very small component of it, and when it’s done, it should be done subtly. Let consumers get to know your brand and the people behind it. Give them valuable information so they keep coming. And most importantly, interact with them.
Following this framework, your social media marketing will create a positive experience for your customers and potential customers – which will likely lead to referrals and sales.
