Jill Kurtz, Owner, Kurtz Digital Strategy

Is social media part of your online marketing for your brand? There are many reasons it should be. Most Americans use one or more social channels, so it is a great way to connect with your audience. Further, the cost to use social channels offer some of the best marketing ROI.

Success takes more than signing up. Many small businesses struggle to achieve marketing success on social media. You need an intentional strategy that follows best practices.

How to Use Social Media in Online Marketing

Have a Social Media Marketing Plan

Define your goals and the platforms that are best suited to help you achieve them. Further, define exactly what you need to do on each channel you select.

Pick the Best Social Media Channels

You do not need to be everywhere on social media. I repeat, don’t sign up for every channel you hear about. Use only the channels that your target customer uses. How do you know?Pew has some great national data on social media use. You can also start by asking customers and others who represent your target audience what they use.

Focus on Building the Right Social Communities

Don’t focus on amassing the most followers, focus on connecting with therightfollowers. You want to use social media to connect with your target audience. Know who your target is and focus on making those connections. Quality trumps quantity every time.

Pay Attention to the Competition

Watching what your competitors do on social media isn’t unethical. It’s smart. Pay attention to what works and what doesn’t. Create value by giving your social communities the best value by using best practices you glean as well as ideas unique to your brand.

Listen as Much (or More) than You “Talk”

Social media should be, well, social! That means a two way interaction. Your posts are the equivalent to your part of the conversation. Engagement from your community in the forms of comments, posts, and reactions are their part. Make sure you invite a balance! No one likes people (or brands) who only talk about themselves and doesn’t let others share.

Measure Social Media Marketing Often

Take time to measure the effectiveness of your social media efforts. Your great ideas may be getting you to your goal or they may be falling flat. You won’t know unless you take time to assess. Pay attention to short term data, like the interactions on your most recent post, as well as longer term trends. Don’t be afraid to change your plan to make the most of what’s working!