Facebook, Twitter, LinkedIn, YouTube, Pinterest, Instagram.  And there’s more! The world of social media continues to evolve and change and can be overwhelming at times, especially for small businesses who feel like they already have more to do than they can handle with the time and resources that they have.

We’ve come up with some tips on how to create and optimize your business’s social media strategy:

     1. Pick the right platforms.

Choose the platform that best fits the needs and audience of your business. Most small businesses don’t use just one, but you also don’t want to be spread too thinly by using too many. Check out our Social Media Cheat Sheet for Marketing for an overview of each one, some of the pros, and statistics about usage. Also check out this short video from HubSpot Academy which provides lots of great information on which social media platforms could be right for your business.

     2. Fill it out.

Make sure all the information on each profile you chose to use is filled out entirely. Any links attached to your social media profiles should lead to a clear and concise landing page. The information on each platform and these landing pages needs to be the same across the board.

     3. Define your target audience.

This aligns closely with #1 and will help you identify the platform(s) that best fit your needs. Determine the key demographics of your target audience – age, gender, occupation, income, interests, etc. What challenges do they face and what problems are they trying to find solutions for? Target an audience which reflects the majority of your potential customers.

     4. Consistently develop fresh content.

Fresh, quality content on a consistent basis is a key way to drive potential and current customers to your website. When creating and posting to these social media platforms, having a consistent brand awareness is key when considering consumer behavior, advertising management, brand management, and strategy development. Fresh content also increases your authority potential, provides more opportunities to highlight keywords, and – perhaps most importantly – leads to more frequent indexing with search engines. One of the easiest ways to accomplish this is through blogs which can “live” on your website and then be utilized for content on other platforms.

     5. Create educational content.

Consider creating educational content, such as downloadable checklists, videos, eBooks, and infographics which address real or potential questions from your target audience about your business. Helpful and useful information is more likely to be shared on social media, extending your reach with minimal effort.

     6. Develop a system.

There isn’t a lot that’s exact about social media, so it’s up to you to create a system that works for your business. Consistency is crucial, so make sure you schedule how frequently to post, engage with followers, and then stick to the plan! Once you’ve got your system in place, you’ll be better able to see results.

     7. Measure the results.

There are lots of metrics to consider so choose ones that are easy to collect and provide information you can use. Watch for what types of posts people respond to and interact with and keep an eye out for any trends in engagement you might see. Examples might be net new number of followers within a given time period, total number of interactions (likes, shares, etc.), or number of visits to your website which come from social media.

     8. Evolve and adapt.

Make adjustments if, and when, necessary. Metrics will help you know what’s working and what’s not, but it takes time to build a following on any platform. Establish your business as an “thought leader,” and see results. You might need to try different combinations of platforms, content, and messaging to find the right combination to reach your specific audience.

There’s no doubt that social media has changed the way that businesses communicate with and market to existing and potential customers. The model of social media being considered an “add-on” or “extra” thing for businesses, if time and financial resources allowed, is largely outdated. Social media usage is now a necessity to ensure a business or organization is at the forefront of its target market.

Evolve Impact Group offers multiple social media management programs to ensure that your customers are kept in the know about what is going on with your organization and industry. Our social media packages include daily posts to any or all social media outlets, custom content, monthly reporting, and are affordable! Not sure if you need help managing your online presence? Contact Evolve Impact Group today for information about social media management.  “[A] Social Media Account Manager can provide you with data about engagement on the different platforms and which are having positive results. We can help you figure out what is the right fit for your business.” - Becky Chumley, CMO and Partner, Evolve Impact Group