With what seems like a new social media platform each year and an increase in user engagement, having a strong social media presence is imperative to any business. When it comes to marketing and brand awareness, social media can help businesses for a reasonable price (or even free!) While big companies are able to afford entire social media departments, smaller companies are rarely as lucky. This is why it is crucial for any start-up or small company to ask the following questions when deciding what to do for social media.
Who is the audience?
For a smaller or newer company, the audience is likely a mix of people (there may even be some family and friends in it to show support!). The audience can have people that are looking for information on the product you offer or people that are informed about the product and are looking to see how you sell the product through pricing and availability. As the company is gaining more users, take some time to see what type of audience you have.
How often should my company post?
If there were a magic answer for this, it would be great. However, there are various rules for various platforms, but a couple of things can be agreed upon. Post midday, between 1 pm and 3 pm, to reach the most clients and avoid posting on weekends if possible. Also, do not inundate followers by posting more than once or twice a day on most platforms. Remember, your audience has other accounts they follow and want to hear from as well!
What should my company post?
Part of the answer can be found within the answer to ‘who is the audience.’ If you can gain knowledge into your users, you can recognize that they want to build your clientele better. Do they need more base knowledge or do they need more information on your pricing? A mix of both is likely to keep your following strong. Avoid posting solely about your company and what you provide - your clients will view that as simply advertising. Rather, post a mixture of information like articles from others sites along with your own advertising. This will keep your clients interested.
Where should my company post?
This often comes down to personal preference, the product offered, and anticipated audience. If you have the workforce to engage on Twitter regularly, you can make sure that your company name appears on multiple threads. If you want to reach your audience with visuals, such as pictures of the product you offer, then Instagram and Pinterest can be for you. There is no site that is better than another and all are dependent on your business and your audience. Try tracking the engagement you have on various platforms - let your traffic determine where you focus the most effort.
How much should I spend?
There are so many applications out there to help people plan their social media, create content, analyze users, and more. Before signing up for all of them, make sure to take time to look around and see what your company NEEDS before getting stuck in contracts.
Remember, at the end of the day, social media is social. It is a time to interact and show off your business. Keep it informative, and fun and the followers will come!