Over the last week, about three companies that I subscribe to have sent emails about Social Media Optimisation. They position it as something that business owners and leaders should be almost afraid of - it’s big, scary and mighty complex. But is it really? No. It's quite simple for small business owners to manage it themselves, if they have the right tools.
Social Media Optimisation has a few different perceived meanings. But the way I see it, it means, ‘using a range of social media platforms in the most effective, integrated way to achieve a business goal or objective.’
The goal could be to create brand awareness, direct more traffic to the website, sell a product or create leads - but it all works in the same way. So how can business leaders and entrepreneurs use achieve social media optimisation simply? Follow this guide and you’ll find out!
Step One: Select your social media platforms wisely
Twitter, Facebook, Instagram, Google+, Pinterest, Vine, Youtube, Snapchat, Flickr, Instagram, Foursquare, Goodreads, LinkedIn and the list goes on! Selecting your social media sites is simple - work out where your ideal clients are hanging out online and make those your priority. If you’re not sure what they use, the information is pretty widely available. This great article from Sprout Social can help.
Step Two: Brand yourself consistently
Make your handle or username the same across all platforms. Make your social logo the same across all platforms. For example a business I’m involved in, Langano Business Strategists use “Langano Business Strategists” for all of their social media names and only have their icon as the image, not the full logo. It’s a variation of the logo, but it’s consistent across everything. Make sure that your messaging is consistent across the platforms so if you want to position yourself as an industry thought leader, make sure your messages reflect this. If you want to position yourself as a fun, exciting brand, change your tone to reflect this. Image styling is also important and we’ll cover that in detail one day soon, but for now just make sure that you use something like www.canva.com to overlay your logo in the corner of images.
Step Three: Make yourself searchable
Different platforms use different things to make themselves searchable on social media. Hashtags, key words and categories. The good news is that it’s relatively easy to use these. Think about your elevator pitch - what are the key words throughout it? Those words plus perhaps one location relevant word are what you should be using in hashtags and keywords. For example, Langano Business Strategists use #financialmanagement #leadership #business #strategy #businessgrowth #entrepreneurs #brisbane
Step Four: Don’t settle for OK content, make it great instead
When you think about what you want to share publicly, make that content great. Make it empowering, inspiring, educational, informative and motivating. A way to measure a content ideas is to ask yourself does the content do one of three things;
- Make the reader feel something
- Teach them something new and useful
- Provoke thought and create discussion
Step Five: Manage it well
Whoever is in charge of social media optimisation, be it yourself or someone else, can do a few things to make it a much simpler process. Start by allocating time each week to social media. This means it’s done once a week and is automated throughout the rest of the week. Tools like Hootsuite and Latergram can make scheduling your posts across all platforms very streamlined. It also pulls in analytics from each platform and presents them very nicely for you so measuring progress is a breeze.
So with five simple and easy to do steps, social media optimisation is very achievable and something every business using social media should do!
If you need some help organising your social media, you can download my printable social media planner by clicking here.