Social Media Strategies Are Different For Every Business

Thomas Fox is president of Tech Experts, southeast Michigan’s leading small business computer support company.

“One size fits all” doesn’t work as a strategy for managing your company’s social media presence.

Social media – the big three, Facebook, Twitter and LinkedIn – has become an increasingly more complex space the last few years.

Constant change
There’s a lot of activity and change across all three sites. Keeping up with the changes in policies and process, while at the same time updating your site and status, can be overwhelming.

The right way to use social media for your business depends on a number of variables, including the size of your company, the type of business you’re in, your target audience, and whether you’re a B2B (business to business) or B2C (business to consumer) company.

Many business owners don’t understand this. They think that you need to use every possible social media tactic and tool that’s available, but usually that leads to confusion and distraction with little measureable result.

Choose carefully
Not every social media promotion method works for every company.

Some businesses are successful using social media to hold contests and encourage check-ins by fans and followers.

It’s a great way to raise awareness and engage prospects and clients for a local B2C business, but probably doesn’t make sense for a B2B professional services firm.

Just because other businesses are doing it and finding success, it doesn’t mean that the tactic will work for your company.

Have a plan
Many business owners make the mistake of jumping into social media without a solid strategy, figuring it out as they go.

Just as you need a business plan, you also need a social media plan. Failure to strategize leads to poor decisions, wasted time, and confused clients and prospects.

The plan doesn’t need to be complex – one page that outlines your goals and the steps you need to take to get there will work. Once your plan is outlined, it’s time to execute!

Who’s responsible
The most important decision you’ll make when it comes to your company’s social media strategy is who will be responsible for managing it.

For smaller companies, this usually will be the owner. But for even the smallest business, a well thought out plan can be delegated to a staff member. Make sure you hold them accountable, and that you measure your results.

Not just for sales
Strategic posts on your company’s social media sites can help with customer service and public relations, too. Don’t narrow your social media focus just to sales and marketing.

Your end goal with social media should be to get clients and prospects to take an action: Visit your website or blog, ask for more information, or promote your company and brand to their friends and followers. Tracking the results of your social media strategy is the only way you’ll know what’s working, and what needs changed.