Hi Everyone – welcome to the RBM blog, where we focus on digital marketing strategy for small business owners.
Today we’re going to be talking about my core philosophy and tenets of positive organic social media. Although I do work in both paid and organic social media, this blog will primarily focus on organic social media growth.
If you’d prefer to give a listen to this content, feel free to click the link below
So what does it take to have a great social media account? To start social media has two key components. The social piece and the media piece. Most people have some decent ideas as to how to do the media piece. If not, there are tons of other guides out there to give you some basic ideas on how to create captivating video/audio and when to post for the best engagement.
What most companies fail to remember is that social media is more social than it is media, and there is little effort of the social piece.
Again, if there is one thing that I want you to remember, its that being social on social media is more important to organic growth than creating great media (perhaps with the exception of if your selling photography or videography services).
So what does it take to have great social content? I break that down into 5 rules or tenets for you to follow. This will ensure that each company has a unique social presence even if they are following the same guidelines.
Tenet 1 – Pretend that your audience is in the Room
All the tenets will be fairly simple and this one is no exception. The key to being social is pretending that your client is in front of you, even when they aren’t. For most small businesses, the goal of your social media platform is to create warm leads for in person conversion. Thus, they should like your social channels for the same reason they would like your company when they interact with it off-line. If your business and social channels communication styles are very different, this will create an in-congruent experience when they interact with you in person.
Tenet 2 – You have to say something
Surprisingly, this is where most small business owners get tied up. They know every inch of their business and how to talk about it in person, but they feel like when they write something on Facebook it is stupid and then delete. As a result, their brand is hindered because they don’t post enough content to stay top of mind.
Tenet 3 – Speak with your own voice (Authenticity)
In Tenet 1 we talked about pretending you are in the same room with your customer, Tenet 3 talks about why this is so important. When successful entrepreneurs talk about social media, they often use that analogy that it is like a magnifying glass. Stated another way, social media exposes who you really are. In many of my speeches, I often tell people if their small business is ONLY about the bottom dollar, to stay off social media, because it will be exposed there. Small businesses that have compassion and conscience are more likely to succeed on social media because it gives the authenticity necessary to create unique messaging and gives them something to say frequently.
Tenet 4 – Your clients are also content creators
If you have a marketing background, this is often your biggest hurdle. When you buy an ad on the back cover of a magazine, publishing that ad is a foreign experience to most people viewing it. With social media, it is exactly the opposite. And this is precisely why you can generate so much content with little editing. Consumers understand the plight of taking a picture and posting it to Instagram, only to realize there was a coffee cup in the background that makes the picture a little less perfect. They understand that the time spent on your typical IG post is minimal compared to a super bowl. It’s why all the best social posts look like they are natural, even if they are contrived.
Tenet 5 – Pick Platforms that suit your business
A lot of small business owners feel overwhelmed with all the different social platforms, but I like to keep this simple. Once you figure out why your clients like you, lean in to social platforms that help you expose these reasons. Drop the ones that don’t fit you. You don’t need to be everywhere at once.
Hopefully, these 5 tenets will push you in the right direction to start or revitalize your social game.
And remember, being social doesn’t just mean posting on your page. It’s posting on colleague and mutual competitors page, association pages, important hashtags, and responding to others who ask you questions.
Best of Luck