One of the many questions I have been asked as a trainer on behalf of Google and when speaking to my clients as a consultant, people ask how is social media powerful. The truth is, depending on your business and brand there are many ways you can utilise it.
First things first, there are some misconceptions around social media platforms, some people use it personally and become annoyed of seeing holiday pictures, others associate it with celebrities and complaining.
But what does that mean for your business?
As a business owner you will already be in the process or already have your goals. This is very important as we want to focus on what a conversion looks like to you.
Next it’s time to find out where your audience are and what they are doing online. Some questions to consider:
- Who are my audience?
- Which platforms are they using?
- How are they using this platforms?
- What do they want to see from my business?
- Why are they using these channels?
Once you have developed a strategic approach your social media presence will make more sense. There are various companies who join all the social media channels and end up abandoning them.
You want to make sure each channel is getting the right attention, so if that means focusing on one then so be it. Also each social media platform requires its own purpose, you may use Instagram for storytelling and Twitter for more conversational posts.
How to measure social media success
Now it’s not one size fits all when it comes to success, 10,000 followers may look like “success” but what does it mean for your business? Are you actually selling, creating engagement, driving people to your website or raising awareness. Depending on your business, the user journey will vary and commitment level. For example, if you are selling properties people are more likely to take longer, whereas a bag with 70% off can convert easily. The power of social media is being able to reach your audience and create conversions.