Getting social will help diversify and expand your customer base.
There's no getting around it. Most businesses need a social media platform to entice a larger, broader customer base. But where to start? Is it better to "friend" or "tweet"?
The answer depends on the type of business and customer preference, but whatever you do, it has to be consistent. The biggest mistake businesses make is to establish a social media platform and then neglect it, says Liz Jostes, co-founder of Eli Rose, a business social media consultancy in Memphis, Tennessee.
"Starting a platform and being inactive is more harmful than having no social media," she says. "Every social media account is one more touch point for your brand. The first time someone comes in contact with you may be through your Twitter account. If it hasn't been updated in nine months, it will have a negative reflection on your brand."
Here are a few additional tips for establishing a social media platform:
- Begin with just one platform and make sure you have the time to consistently update it before adding any more. Which one is the best launching pad? "The popular answer would be Facebook, because it has by far the most users," says Jostes, but Facebook has some limitations, she adds, so do some research to see your business is a fit.
- Photos add visual impact to your message and will give users reason to return. Even service-oriented businesses can use images to their advantage, Jostes says. "If you're a landscape business, you can post before and after photos. Use the camera on your phone and when you're out on a job, try to capture some photos."
- It seems natural to use social media purely for promotion, but Jostes says it's a no-no to talk about your business all the time." Users aren't looking for a steady stream of advertising and promotion; they're looking for a reason to engage and keep returning to your social media account. Jostes suggests businesses keep in mind the 80-20 rule: "Talk about your business 20 percent of the time and talk about other, relevant information 80 percent of the time." For instance, she says, if the business is in Memphis, discuss what's going on in Memphis. Share industry news, links to relevant articles and other related information that doesn't make it look like you're only pushing out promotional material.
As social media continues to evolve, businesses will find that it's an important driver in finding new customers as well as keeping repeat customers interested. Taking the time to learn the communication nuances of Twitter versus Facebook can turn the effort into a win-win for you and your customers.
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