How to Take Control of Social Media
Today's Editor's Picks
Social media and all its wondrous platforms and benefits can simply become overwhelming the deeper you get involved. Managing a couple hundred followers is a piece of cake if you give it time but what happens when you suddenly need to manage 10k? 100k? 1mil?!
You’ll soon find yourself spending more time managing your social media than actually staying focused on your business. The instant gratification of feedback and discussions are attractive which is why you may opt to hang out on Facebook or Twitter than completing your business goals.
This article should help you take control of your social media; it will give you tips and resources to ease the burden when you’re feeling overwhelmed and also present tactics to make the most of your efforts.
It’s time to trim the social media “fat”
The last time you checked the list of social media sites you may have been somewhat overwhelmed. There are the obvious big ones like Facebook, Twitter, YouTube, and LinkedIn but for each of these there a dozen others that are very niche and quite different.
The old mentality was that you should be on any and all social networks so you don’t miss an opportunity but let’s be honest … that’s impossible unless you relied on spamming the sites with updates through some service.
What you really need to do is focus on those big four (FB, T, YT, LI) because that’s where you’ll find about 80 – 90% of your potential followers. Even still you may want to stick to just one (or two) of these social networks because each do require a great amount of effort.
It’s time to trim the fat with your social connections. Use a bit of your time to figure out which is actually bringing you a considerable ROI and then make that your priority. When leaving the other social sites tell everyone (directly or indirectly) that they may find you on one of the larger channels. Not all will come join and follow but at least you’ll have made the effort to consolidate your social media presence.
You need to be measuring the impact
As mentioned in the last section – a big component to your social media presence should find its focus on what it’s bringing to your business – in this case the ROI.
- You spend 20 hours a week on Twitter but only receive about 10 sales
- You spend 5 hours a week producing YT videos which also brings in 10 sales
There is a lot going on here:
- YT is producing greater ROI based on the amount of time you’re investing
- The work you do for YT is constantly generating views vs being a one time thing
- You are also teaching yourself how to produce a new media format for the site
When you add it up – something like YouTube makes a lot more sense than spending so much more time on Twitter. You have to look at your social media like this – not just in whether you’re gaining likes or followers or but if there is a bigger picture involved.
The takeaway for this section is that you should think of the long-term impact of your social media participation. You should have metrics that help guide your presence.
Others are (probably) better at it (so give to them)
The thing about social media is that everyone thinks they are experts.
Give them a Twitter or Facebook account, accumulate a few likes/shares, and all of a sudden they seem to think they are the rulers of the universe.
The reality is that some people aren’t that great with social media.
- Some get hot headed and go into tirades against their followers
- Some are inconsistent, may post for a few days straight, then nothing for a month
- Some are just boring
Sometimes you need to hand over the task of your social media to those that know it best. Paying someone even $10 – $15 can be quite worthwhile for them to regularly update an engage with followers if you understand your metrics.
If you figured a sale would bring you $100 in profit then it makes perfect sense to have someone constantly monitoring and engaging with your social media profiles.
Basically – find someone that’s great with social media, set a policy, but also let them run wild within your best practices. Having a social media manager can do so many wonders for your business if you have the right person and often times they’re far better at the job than you’ll ever be.
Keep realigning those goals and plans
Social media changes on a constant basis.
- What works today may not work tomorrow
- What’s hot right now will fizzle in a week
- What could be exciting needs an appropriate push
Every day you should see your social media much like you would when governing your employees (if you have them) or your to-do list (most likely scenario) in that their tasks need to reflect the needs of the business.
You need to adapt to the social platform, culture, and memes as they roll through.
This does require you to place a greater amount of time into understanding social media but by doing so you ultimately understand and recognize how it works – you’ll notice and react based on news, content, and developments in an appropriate manner.
Understand your followers and you will understand what they want. Post what they want and they will click. When they click the will buy. That’s the process you want; that’s the process that needs to be adapted as things change with each passing day.