1) Tailor your strategies to this medium
Brinn Sanders (the marketing manager of a small business) said that using the same content strategy for all social networks is the biggest mistake that a company can make. Kerpen backed this point by mentioning that her business uses different networks based on their objectives like using Twitter to associate with CMOs [chief marketing officers] and [other industry influencers], Facebook to show company culture, and snapchat to recruit.
2) Ask your clients what they need
Not too long ago, collecting feedback from a large audience was no easy task. A big budget and a professional market research firm were mandatory to undertake such massive operations. Today, however, all this has changed because of social media. Small business owners now get the same results on a relatively inexpensive budget using social media.
Ghosn said that the openness of social media allowed for more authentic and straightforward conversations with precise outcomes and conclusions. The more organic interaction between business owners and their customers results in better relationships, and overall retention.
3) Test your content
Your social media content strategy will (and should) continue to evolve— not just due to different algorithms, but also due to changing customer interests, as well. What worked in the past may not work now, or the other way around. Trial-and-error is what Kerpen suggested implementing to understand the most effective type of content for your business.
Testing your content is the best way for you to use socialmedia for feedback. Look at all your posts. See what posts are attracting more attention and what’s not. Try two different posts, and do a side-by-side comparison. Throw it all out there! Don’t be hesitant to play around with different strategies.
4) Have a uniform brand voice — and a person who knows it well
Your brand voice must remain constant even when you use different strategies for different social networks. With the level of customer engagement taking place on social media, it is undoubtedly the first line of communication with your clients. This implies that the voice used there decides the impression of your brand. This is the reason you mustn’t swap this task to just anyone. Instead, an employee who is well acquainted with your brand image and values is a far better person for this job. They will truly articulate your brand’s voice well on all the social media networks.
5) Know your brand values
Your brand values must be portrayed in a clear and consistent manner across all your social networks, just like your brand voice. You must first decide what your brand values are. Know who you are and what you stand for before you share it with anyone else. Think of all the things that describe your business. You can even look at some established competitors and learn from them.
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