- What are your goals?
“Because everyone else is doing it” isn’t enough of a reason. You need to have specific goals like building a loyal following of appropriate journalists and bloggers or generating qualified sales leads. You then need to set a specific metrics to measure the impact of your efforts. If you’re not meeting those goals, it is time to reconsider.
- Do you have the resources to begin a social media campaign?
Posting, blogging, pinning a tweeting not only takes time but requires tending. It isn’t enough to simply put something up on your page. Think of this as the start of a conversation. And like all good ones it requires interaction. Do you have the time to generate new content on an at-least weekly basis? And is it then realistic for you to monitor the reaction and engage with your audience on a daily basis?
- Which channel is best-suited to your business?
Blogging is a good way to generate new content on a monthly (ore more frequently) basis that doesn’t need a new web page or printed document. If you install an SEO optimizer you can also give your posts better visibility to your target audience. Make sure your blog content extends your brand and tells your “story.” You can even consider inviting a guest blogger who can bring more dimension to your brand. Then announce your new post with an eblast, Facebook mention or tweet.
Twitter is a good journalistic tool that will help you share articles and stories about your organization. Don’t overuse or ignore the hashtag, They should contain helpful keywords that help your audience find you.
Facebook is a good way to engage with your clients or customers by sharing their content and promoting new events at your organization. Facebook Ads are an affordable way to quickly build a larger following
Instagram works well for organizations that can visually tell their brand story. These photos don’t need to be professionally shot but should be good quality and set up to engage the audience.
Pinterest is like a digital catalogue. Building out boards that visually show your products and services can be a good reference tool. Unlike the other platforms, this can be done ad hoc and doesn’t require the same high level of engagement.
LinkedIn company pages are really best for large organizations. Instead, consider building out the personal pages of specific employees.
- What’s your plan?
Rather than jump quickly into all platforms, I suggest trying one platform for a little while. Or you can consider placing the same content on a variety of platforms and monitoring the results.
Whatever you decide, it’s best to first determine if you have the resources to start and continue the conversation. It will be worth your while…