If you are an entrepreneur who clicked on this article, it means you are probably busy and need a one-stop guide to social media. You’re in luck; that is exactly what you will find here. By the end of this reading [8 minutes], you will understand what social media is really about, why it matters, and who you should be engaging with it. Also when you should post, where you should be using it, and how to properly use it. While we only touch on the surface level, it is enough to provide a good understanding of where you should start and go with regards to social media.
Why are we writing this article? At Semeon, we often partner with clients whose time is extremely valuable, and we are dedicated to helping brands maximize the value of their social media channels to drive engagement and boost their ROI.
What: What is Social Media all about?
Maximizing social engagement.
Social Media is an all-encompassing term and is rather ambiguous. From here on out, we want you to think of it in terms of connecting and relationship building through an online presence. It’s important to clarify this because many people think of social media in terms of reach or “impressions”. The concept of impressions needs to be washed from peoples brains. It means nothing: it is a vanity metric. So what does matter with regards to social media? The number of people impressed engaged with, and hopefully the number of people who learned something on your channel. Connecting with people and building relationships is key when considering a social media strategy.
Why: Why does Social Media matter?
Social Media is the bridge between you and your customers, and it acts as one of the few channels to contact an audience at scale.
Having an engaging social media strategy can be an extremely effective marketing technique. Each post acts as a contact point for potential or current clients. Each point should be a reflection of what’s at the core of your business. Know the reasons behind why you are leveraging a social media strategy.
Furthermore, if you don’t believe Social Media will help you build relationships or solidify your online presence then there is one last logical plea: SEO. Search engine optimization is the process of optimizing your only presence so your web page has a higher chance of being found.
Who: Who should be using social media?
Not everyone needs to be on Social Media.
A B2C clothing company may need to put more emphasis on their social media strategy compared to a B2B biomedical device company. Analyze where your company lies and position yourself on the digital channels which allow you to engage the key influencers.
When and Where: how often and which medium?
If you are an entrepreneur thinking of starting a business and reading this article, we assume you are on the younger side. Therefore, you are probably well rounded on the different types of social media and who uses them. Think for a second, who would be on LinkedIn? Professionals. But, be aware. The largest market isn’t necessarily the one for you. Going as niche as possible is sometimes better if it has an audience more aligned with your brand. Take the time to understand your audience.
As for the when: whenever you have something of true value to your audience. If this means your posting ten times a day, perhaps you use the word ‘value’ too loosely.
Pro Tip: make sure your company has a Google+ account: this will help greatly with your SEO. Google tends to favour their own platforms.
How: how do you use social media properly?
This is the hard part. There is no one size fits all model. We can’t tell you what to post unless we analyze your business on an individual level, but we can provide some guiding statements:
Make sure you understand your audience. If you do not truly know who your customer is or what they want then you will have a very hard time tailoring a content creation strategy around them. Perhaps, social media will be a way for you to do this. Make sure to consistently tailor it to whoever they are.
Build a community, not a pulpit by listening more than you talk. Understanding your customers is about interaction. Speak with people in your space over your social media platforms (Twitter is great for this).
Make sure you are providing your readers with distinct valuable content. This goes back to knowing what your community wants to hear.
Make sure that your posts come across as you want them to be interpreted. Writing and conversational skills are key here.
Building a community is all about being part of a community, therefore: be social. Share things of relevance within the community, and make sure to comment and interact with people over your platforms.
Re-Use and Recycle. Not all the blog posts you use have to be new. Perhaps you have one from a year ago that is not relevant again. Repurpose it by updating it and release it to
Outsource. We over at Semeon pride ourselves in being able to help companies understand their customers better from their consumer data. We use machine learning to dissect and understand social media for brands. Let the experts handle it if it is too much!
If you need any help with your digital marketing strategy do not hesitate to contact us!