We’ve all heard the ‘joke’ that people take photos of their meals and then publish them on social media. The underlying message is that your lunch is not really interesting to most people – unless you happen to be dining at a Michelin starred restaurant and your lunch is as much a work of art as a delectable dish.
Having said that, most influencers, share their lives on social media and gather a following who are actively interested in their kind of lifestyle. When you’re using social media to promote your business, your approach needs to be different.
That doesn’t mean that you can’t let your personality show through – in fact, that’s often the defining factor that will set you apart from your competitors.
Start with a strategy
Every platform is different and needs a slightly different approach, but regardless of which platform, you need to know:
- Who you want to reach
- What will interest them and/or influence them
- How to get their attention
You’ll also need to decide how you (and/or your business) want to be seen. Do you want to have a corporate voice, an informal approach or a quirky take on things?
Once you are clear on these issues, you can start looking at the right social media platforms to reach the audience you’re aiming to impress.
Tactics and Tools
There are dozens of social media platforms, even though most of us think of Facebook, Instagram, LinkedIn, TikTok and X first and foremost. Don’t forget Pinterest, Threads and Snapchat. Also YouTube is a social media platform, even though much of the content is video-based, not all is. The plus of YouTube is that people use it a bit like a search engine to search for what they want to know – so having your content, properly tagged and described can add a powerful string to your social media bow.
Not every platform is right for every business – so pick the best matches for your business and then get very good at just those.
Then you’ll need to decide what kind of content you want to share. An endless stream of promotions won’t win you any prizes, try and see your posts from your potential client’s viewpoint – what will they respond to?
Do they want shared knowledge from other posters – so you’re acting as a curator?
Are they really interested in profiles of your team?
Will you share testimonials?
What about your favourite quotations?
Will you share tips and advice?
Do you want to give your opinion on relevant subjects?
These are not exclusive – you can schedule a combination of different styles of post, but you do need to present a consistent tone of voice.
Means, Manpower and Measurement
How will you manage your posts? What kind of content will you include? Will you have a week’s or month’s posts planned ahead?
Who will do the content generation and posting?
How will you measure success? Are likes and comments really important or are you more interested in how many people get in touch with a business enquiry?
Good social media needs thought, planning and consistency.
