"Because my daughter/son told me I need a Facebook page."
This is, quite literally, the number 1 response that I get from a person who runs a business and is over the age of 40 when I ask the question, “why do you want to get involved with Social Media?” It’s not that their child is wrong, but they’re not being understanding of their parent’s actual business needs.
To everyday users, Social is something that comes naturally, but this is due to a limited consumer perspective. Also, this goes without saying, but it’s not just Facebook. Much like planning for digital analytics, your first objective when considering social should be defining your overall measurement plan and business objectives. Questions to ask yourself include:
· What channels am I considering?
· Do I have the personal bandwidth to maintain all of the channels I’ve selected?
· Do I understand what the best practices are when posting?
· Do I understand said channel’s paid advertising structure?
· Do I have the resources at my disposal to get assistance should I run out of quality content?
Another key to success in social media is understanding there’s a dramatic difference between users and channels. A 20-year-old female college student riding the train in Chicago checking her Twitter feed from her phone and a 35-year-old dad who just got home from work in the suburbs of San Francisco that wants to see what his friends are up to on Facebook from his desktop are going to react in different ways to your advertisements.
Which brings us to our next point: make sure that your ads are clear. Deception and coercion have gone the way of the dinosaur. Digital giants Google and Facebook have done everything in their ability to empower their users. This means that your ads and content need to not only be organic and come from the heart, but they should contain information that wasn’t previously and easily available to the consumer. There’s an old phrase from the startup days of Facebook advertising that still rings true today: “Want likes? Be likable.”
This is why our last point is so important: consider your vertical. If you’re selling B2B tool steel to manufacturing plants, throwing dollars at Twitter might not be the best option for you. There’s an appropriate time and channel for every vertical, it’s simply a matter of understanding the user base and intent of medium that can net your business the conversions you’re looking for.
And lastly, if you’re stuck in a rut and simply don’t know what to do, get professional help. Irish Titan is one of several companies that have the knowledge and toolset needed to define business needs and expand your brand to your desired market. Here's a quick and dirty overview on how to get started.