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Developing Your Social Media Strategy

Social media is changing the way we communicate.  We’re learning a new language with new phrases and symbols.  Businesses are speaking directly, to larger audiences than ever before.  With these new opportunities, you need to ask yourself a few questions.  What should I share with my audience? What platforms should I use and how can I utilize those platforms? What should my social media strategy be?

Image of social media globe

When deciding what you want to share through social media, you must first establish a voice that is consistent with your company.  What is the overall objective of your social media plan?    Don’t blog, post or comment about legal matters at your company.   Ensure that employee social media use complies with your company culture and ethics.  Don’t use photos unless you have the rights to use them.  It is very important that you trust the people who are in charge of controlling your social media because once something is posted into the public domain there is no turning back.  If you’re not careful you could end up with a very public dilemma on your hands (e.g. US Airways this past week).

Facebook is the most used social media website in the world.  Because of this, Facebook is a great place to start.  Use Facebook to interact with your audience and share information.  Encourage them to sign up for e-mail updates or contests.  Ask your followers questions and track their feedback.   Facebook can also be used as “home base” to promote your other social media platforms.  One tip to consider when using Facebook is to keep posts short (80 characters or less), if your post is too long your audience will glance over it.  A second tip is to consider the timing of your post.  To get the most engagement from you post, post it between the hours of 8 pm-7 am and post on the weekends.  At the time of this blog post, statistics show that posts made during these times will get the most engagement.

Twitter is another social media platform that you can use to your advantage.  Again timing is a key factor when deciding when to post.  Twitter “followers” are almost 20% more likely to engage with your tweets on weekends, yet only about 20% of brands tweet on weekends.  Hashtags can be used like “campfires.” Users can search your hashtag to view what others users who have used your hashtag are saying.

A few companies that are excelling at social media include Zappos and Groupon.  Both have found the value of using social media not only to sell, but to engage customers in conversation.  They interact, collect feedback, and discover what their customers really want.  Take some time to explore social media and find the right mix of platforms and tactic for your business.

What do you think? Share your story with Ben: ben.clayton@insight-communication.com