Facebook and other social platforms are a lot like a business card.
It’s nice to be at a party and put your business card into the hand of someone in the market for your product.
And if that’s all you want your social media for, then, make a page, and make some posts every-once-in-a-while.
But how do you get to the right parties, who’s going to be at the party, are you at the right party, do you have enough business cards, are they too fancy for the party, not fancy enough … etcetera.
If you want your social media to accomplish specific things with specific people, then, you need to ask bigger and better questions about what kind of goals you want.
If you hired a pro, they’d guide you to answer questions related to
Continuous channel analysis and reporting
Site and community Management
Active channel listening
Since goals on social media so often involve vague or nebulous results, it’s really important to name the exact thing you want to achieve from your social media channels.
So, here are a couple of good places to start — before you call a pro. (You may not even need to call someone if you have good answers to the following two questions.)
Cheat #1. Do you have a goal for social media? (If not, you may need some coaching to simply help you name something appropriate.)
As a full-service media company, when a client wants a website, for example, I’ll ask them if they have any examples of other websites that accomplish what it is they’re trying to do. Ain’t nothin’ wrong with that. It’s helpful for clients to be able to see if what they’re asking for is attainable for a shop their size.
Tip: Your goal may be internal or external. Here are a couple examples. Internally, you may simply want your business or product to showcase a professional brand. You may want to look appealing. And as long as the pictures you post to facebook are, for example, professional or classy — and there aren’t any misspelled words in the post — then, you can very easily meet your goals internally. “Every week we will post a new product, complete with photos and a story (not a narrative) of how the product is useful.”
You may want an external goal of, say, getting 500 people in the region where you live to like your product or service. This is a very different goal than your internal goal. It needs strategy, it needs manpower, it needs intentionality, it needs Plan Bs, it needs energy, it needs leadership, and more.
A good voice to help you ask and answer these questions is important. They can help inspire you to dream big, and they can also help you remember to keep your feet on the ground while reaching for the stars.
Cheat #2. What channels do you want to be in and why?
Facebook, Facebook Live, Twitter, Youtube, Instagram, IG TV, Snapchat, LinkedIn, Google+, Pinterest, Tumblr?
“We want to have a Pinterest channel. Because we want to take advantage of the visual nature of Pinterest, because our products are beautiful and we have beautiful photos of them.”
If you can come up with something like that, you’re way over halfway there.
But, if you don’t answer the questions, you’ll only have those vague and nebulous measures from Facebook called “engagements” to help guide and direct you. Unhelpful.
Analysis paralysis often seems to enter into the picture. What if you can’t decide what you or your organization want? Well, that’s an additional way outside help can be valuable. Spend $100 to have someone help you ask and answer good questions. No long-term commitments necessary.
But first, find a social media agency who’d be willing to talk to you about your goals and give you a free audit of your existing channels.
Contact me at firstname.lastname@example.org if you want a free audit of your existing social media channels.