I Love Social Media. I eat, breathe, drink, and sleep Social media. It’s … my thing.
So it hurts my lil ol’ heart when I see smaller business-owners freaking and stressing out about it.
If you have ever wished that someone would just break this social media stuff down without the jargon, graphs, and mind-twisting statistics, then you have found the last article you’ll ever have to read about social media, my friend.
I’m about to lay some solid gold social TRUTH on ya’. Hold on to your big girl panties, ‘cause this is going to be swift and sweet.
1) Not boring your followers to death, and 2) Being human.
The only social media “plan” your smaller business needs boils down to you 1) Getting intensely engaged on 1-3 social media platforms of your choice and 2) Doing it consistently.
#2. It's Really Not As Complicated As It's Made Out To Be.
Sure, social media is global. Potentially high-tech and complicated.
But just because it’s online and called “social” doesn’t mean that marketing has changed at all.
In fact, I believe it’s more old-fashioned than the yellow pages.
Because all social media really means is the old-school elbow-rubbing and hand-shaking my grandfather did back in the day. It’s just online. You’re charming a global audience, not just a room.
When you get down to it, the "rules" of our fast-as-lightning social media are hardly different from a 1950’s cocktail party.
You can’t walk into the room and stand in the corner.
You can’t tell the same old tired joke everyone’s heard before.
And you can’t bust out your Tupperware.
Bottom Line: If you’re bored with your posts, so are your followers.
#3. Smaller Business Can Do Social Better Than Anyone Else.
Nobody does human better than us.
And THAT, my smaller business friends, is what you post on Social Media. Real human everday stuff that people identify with.
#4. When You’re a Smaller Business, The Only Thing You Are Selling Is You.
So, your only REAL marketing goal is telling your audience why they should TRUST you. Being human on social media is THE most effective way to do this.
Oh did you accidentally put the dish soap cube in the clothes washer? Facebook that colossal mess. You messed up an order and immediately took care of it with a bonus for your customer? Instagram that Shit!
Because when it comes to spending MY money, I’ll bet on your mis-matched socks and mud-soaked dog every time over a 46-minute wait on a “Customer Service Line.”
#5 You’re On Too Many Social Media Platforms.
You see that big long line of social media icons on everyone else’s site - so you conclude that you should be on all of them, too.
I disagree with a vengeance, my friend. The only Social media platform your business needs to be on is the one you’re on.
The likelihood that you have the time or the content to excel and scintillate the potential customer on every single social medium is very small.
Your best bet is to cultivate a gung-ho, excited following on 1-3 platforms. The ones you care about. The ones where YOU spend your time.
Look, you are not going to fool these communities. If you’re not hanging out there, they’ll KNOW. There is NO reason to stretch the limits of your time, patience, or sanity on the insane idea that you must be everywhere on Social Media.
Because you know who’s not everywhere on Social Media? Humans.
Yup. And you know where your audience is? They’re where you're already hanging out.
#6 ROI Is A Rather Silly Ruler When It Comes To Social Media.
ROI means Return on Investment (Reference Point 1). It literally means how much money - how many sales - you get for the time you spent doing whatever.
Because Social Media is a long-term “investment” in your RELATIONSHIP with your customer, ROI is a rather hollow measure. For you AND Big Corp (May they too understand one day. Amen).
Look, trying to measure ROI on a relationship is like asking yourself what you got out of helping your friend through her divorce. It’s … icky. There’s a reason it doesn’t feel good. And it ain't your math skills.
My advice? Stop counting your followers and start talking to them. That is EXACTLY the opportunity Social Media gives us. The opportunity many of us are squandering.
Do the obvious - reply to comments, like and comment on shares.
I'm Lara - a straight-shootin' Southern gal with a soft spot for smaller business and social business. If you like the taste of the sweet shine I'm pouring, here's where you'll get more on the regular.
Speak Human Win The Internet
Distill the ocean of social media into high-octane gulps of fun for your small business.
So you can be human online. Every day.