Get Your Social Media Back on Track

Social Media on Track?

Despite the high number of businesses using social media, there are plenty who ventured into the space – launched a Facebook page, started a blog, set up a Twitter account, etc. – and have abandoned it or have been inconsistent with their posts and updates and now feel lost, or worse yet, like they failed.

So what do you do when you’ve fallen off track? Go back to the basics!

Steps to Getting Back on Track

What is your strategy? One reason your social media efforts may have fizzled could be because you didn’t start with a solid strategy or plan. This time, WRITE DOWN your strategy and include the following:

  • Who: Who will be responsible for posting, responding to posts, setting up and maintaining pages, keeping up on new tools and techniques in social media,  and communicating with the rest of the organization so everyone stays on-board. It is critical to have a “go to” person for your social presence. Be sure you have a backup plan if that person is sick, leaves or is unable to work. Remember, a temporary backup might be lining up posts in an automated system such as HootSuite TweetDeck or SocialOomph. This shouldn’t be used as a substituted for a real human, but it certainly makes a great backup in the short term.
  • What: What is your objective? What do you hope to gain through social media? Start by looking at your business goals, mission statement or key performance indicators (KPIs). These can give you a clue on what to focus on.
  • Where:  Just because 800 million people are out on Facebook doesn’t mean that you need to be there. Look at your audience and your objective. What social platforms make sense and what platforms can you honestly afford to keep up? If you’re not into writing each week, don’t commit to a blog. If your audience primarily consists of recruiters, think about Linkedin rather than Facebook.
  • How: What tone works well with your audience? Social is all about conversations. Try a conversational tone rather than stuffy corporate talk. How can you best connect with your audience? Studies show that photos and videos get more engagement on Facebook than the average text post or link. How do your followers respond to photos or video? Experiment.
  • When: How often will you post or update. Depending on your size and number of followers, once a week may be fine. If you’re a bigger company, and you have valuable information to share (that means valuable information to your audience NOT just to you)  once a day, or more, is acceptable. Whatever you decide BE CONSISTENT. Your customers will judge you, rightly or wrongly, by how your organization looks on Facebook, Twitter, Linkedin and any other social platform you chose to be a part of. Therefore, if you haven’t been posting in a month, or you have outdated information, it’s as good as closing your doors.
  • Guidelines & Just in Case: Make it clear in writing what is and what is not okay to post. Run through worst case scenarios before they happen. How will you respond to negative comments. Take a cue from Chapstick and don’t  ignore or delete a problem.
  • Growth Plan: How will you grow your fan base? How and when will you make design updates? What will you measure? What is your growth plan for the next 6 months, 1 year and beyond? If you don’t know where you’re going, how will you ever get there?
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About Karin Khuhro

Karin Khuhro is a Digital Marketing Strategist, Speaker and Copywriter. As the owner of Strategy E-ssentials she works with other savvy marketers, digital specialists and business leaders to bring knowledge, know-how and solutions to small and medium sized businesses. Connect with Karin on Google+ or Linkedin.