The biggest mistake that small businesses make in Social Media is to produce publications and don’t know how to calculate their degree of effectiveness.

In fact, most of these small businesses ignore the statistics offered by Facebook, Twitter Analytics or other tools and simply think that whatever they publish will please people or at least pay attention to their contents. It could even be said that many businesses do not know how to create content in Social Media, they do not even know where to start.

Many small businesses lack a strategy to create content in Social Media

So in this article, we will take advantage to give you…

6 basic social media tips that any business (however small) should consider before venturing into social networks.

1. Choose the right social networks to address

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That there are many social media platforms does not mean that you have to have presence in all of them. When you start your journey in Social Media starting from scratch, you should make a small preliminary analysis and ask your customers what their favorite social networks are and which ones they use the most. These actions can be done both online and offline.

Compare the volume of your audience on each platform, as well as the engagement rate

In case you already have presence in social networks, then, check the efficiency of your profiles. For example, using different metrics, compare the volume of your audience on each platform, as well as engagement and engagement rate. It is about choosing the optimal channels, those in which it is worthwhile to focus your efforts.

Another way to select the best networks for your business is to analyze the activity of your competitors in social media. Review how often they publish, what type of content they generate and in which platforms they have presence. Find out which strategies work best for them and write down their best practices to implement them in your own Social Media strategy.

Note

Do not be afraid to leave some of your social media profiles suddenly and prioritize your skills and your potential in Social Media Marketing. If you are not ready to create video content, do not participate in YouTube. If you are not going to be able to maintain a blog, leave it for now and focus on a couple of channels.

2. Simplify the task of developing content

Use the right tools to create content for social networks, such as Canva or VSCO

Bad news? Creating content for social networks consumes time. The good news is that if you have the right tools, it does not consume that much. Gadgets today offer a wide variety of options that can be comparable to those used in a digital agency. With a Smartphone, we can make videos and photos to subsequently edit them with Canva or the VSCO app.

Once you have created your content, program it on social networks so that it will be published on the day and time that you determine, in this way, you will be able to enjoy your free time for other matters. There are endless tools that allow us to schedule publications in social media such as Buffer, Sprout Social or SEMrush.

Note

The Pareto Principle or Theory of 80/20 always works in Marketing. Apply this principle to the time you dedicate to Social Media and so, plan in advance 80% of your content and leave 20% for communication in real time with the audience.

3. Keep active communication with your online audience

Small businesses are used to managing relationships with their customers face to face and most entrepreneurs do it perfectly. Digital customers are no different and are dedicated to mentioning your brand through social networks.

You must respond to both the delighted and the disappointed customers

Here, there are two variants: those who are delighted with your business and want to thank you and, on the other hand, those who are disappointed.

In any case, you will have to respond to both types of mentions and for this, you have at your disposal two ways to manage it: the first, the old school, which is to review your notification tray and respond to each of the mentions to your brand; the second, more advanced, is to monitor the social networks through tools such as Mention.com, SEMrush Brand Monitoring Tool or Brand24.com.

Note

In the online world, you communicate with your customers face to face. In social networks, you communicate through mentions marked with characters such as “@”. Monitor your Social Media and interact with your audience. Answer your questions and suggestions and give thanks. Communicate with your customers and followers in the same way you would in the real world.

4. Constantly show your commitment to the audience

When you launch into networks, always try to do experiments to see how they work. Test different formats: videos, streaming, 360 photos … Take photos of your products, your customers and competitors using your products, even make photos of cats using your products … Whatever! Try everything

Analyze the results of all your marketing actions with engagement metrics

The best thing about social networks is that we all have the same chances of success. No matter what you sell, analyze the results of all your marketing actions with engagement metrics. For example, tell the live story of your business on social media and post it along with photos of your product.

Note

Test, experiment and measure actions with different types of content. Check how your audience reacts and try again. Social media marketing is precisely this: try and do experiments.

5. Integrate online marketing actions with offline ones

Working with a physical presence allows you to reach your local market while working online allows you to access the entire world. Turn all your experience into offline marketing and integrate your activities online.

Turn your experience into offline marketing and integrate your online activities

Start, for example, promoting special offers and selling through social networks. Create a specific #hashtag for your product and another for each special marketing action.

Do not forget about the potential of the general #hashtags such as “sales” or “special offers” and what people look for in networks. Through them, they can find your brand, access your online store, buy one of your products or take photos and then make a social media publication under that same #hashtag.

Note

Integrate your online and offline marketing actions using the appropriate #hashtags. Promote your offline events in online media. Exprime your Social Media as a Marketing channel and try to use different promotional formats.

6. Measure your results

Do not lose sight of the data and follow them with vehemence as Alicia pursued the white bunny in the Lewis Carroll story.

The key to social networks is to continuously monitor and focus your efforts

The key to social networks is to do a statistical follow-up, which means measuring the results of your actions and focusing your efforts in the right direction.

Each social platform has its own system of analytical reports, but there are two main metrics to which you must pay special attention: the engagement and the size of your audience. The engagement metrics show you how your audience reacts to a certain type of content. If we talk about YouTube, you will also have to pay attention to the negative metrics (those related to the ones I do not like).

Note

Analyze and measure the behavior of your social profiles in each of the channels. Pay special attention to the peaks of engagement that are reflected in your reports to better understand what the interests of your audience are.

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