• Are you telling your brand story in social media?

#SocialMediaManagement – What is the 80/20 Rule When Posting to Social Media?

There’s a common axiom in business called the Pareto Principle, also known as the 80/20 rule. The Pareto principle was coined after 19th century research showed that 80% of Italy’s land belonged to just 20% of the population. This 80/20 concept caught on in business management courses, and today we see it modeled for varied phenomena such as 80% of sales are often gained through 20% of a customer base.

In the realm of social media, the rule means that 80% of your content should be non-promotional and 20% sales-oriented.

The thought that you don’t do much selling on social media might strike you as a bit odd. But when you think about your own experience, it may help make the logic more clear: when you visit a company page and see only posts asking you to buy something, will you keep coming back?

The answer, most likely, is no. People do not like being barraged by “the hard sell,” which often makes a page look spammy.

The real benefit of social media is in creating and strengthening relationships.

Of course, you want to generate leads through your social media, but your real objective should be to create an environment that keeps people connected to you and your brand. People want to interact with others with whom they have something in common.

One key goal is to establish your voice. Precisely what that voice is will depend on you, your business, and your objectives; if you have an established brand, then you will have a good idea of what that voice is.

Tips for Creating Non-Promotional Content

  • Get to know your audience. Remember, your goal is to engage your followers so talk to them, ask them questions, really get to the heart of what makes them tick. Show them your personality and let them show you theirs.
  • Help them out. One great way to connect with your audience is by helping them solve a problem. A good “how-to,” some clever hacks, and advice can all make life easier for the people who visit your social media pages.
  • Offer inspiration. Inspiration doesn’t just mean throwing out mushy quotes – though that can be effective! Inspiration can mean helping your audience use your products in new and surprising ways.
  • Let your audience get to know you. Telling stories about you, your team, and your company can all connect you to your audience. Take people behind the scenes or share a typical day.
  • Be part of the local community. You’re not just part of the internet community. You’re part of the real world, too. Participate in local events and share these activities with your audience.

While you’re following the 80/20 rule, remember to keep your content consistent, engaging, and fresh. To get a jumpstart, consult with the experts at The Social Media Advisor. They can help you understand what you’re doing right and how you can improve. The social media support programs they offer can be the perfect way to get in the habit of focusing on your non-promotional content.

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Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedInFacebookTwitterBlogGoogle+YouTubePinterestInstagram, and the tools to manage them.

Click here for Social Media TrainingSpeaking and Strategy Consultations.

#SocialMediaSupport – What Does an Outsourced Social Media Manager Do?

For many business owners, social media presents quite a dilemma. You know you need to make the most of such a valuable marketing tool but you’re already working at full speed. Even though you’ve dabbled with Facebook or Twitter, you’re not quite sure what you need to do.

One thing’s for sure: you don’t have the time to learn to be an expert. If this rings true for your situation, then it’s time to think about outsourcing to a social media manager. However, that begs the question—what does an outsourced social media manager actually do?

The short answer is that your outsourced social media manager will define your strategy and execute it. Let’s talk about that in a little more detail.

  • A social media manager’s number one job will be to learn your business and develop a social media strategy that is unique to your business. To be successful, your social media manager will need to learn about your customers, your competitors, and your brand.
  • Once the strategy is set, your social media manager will develop a plan to put your strategy into action. The plan will include tactical details such as how to best use each platform, a budget, a general schedule and metrics for how to measure success.
  • After developing a strategy and action plan, the next step is to start executing. That includes creating content and messaging, monitoring activity, and making adjustments as needed. An excellent social media manager will keep you involved and collaborate with you to make sure your brand and voice are accurately portrayed.
  • Your social media manager will communicate and report to you about how the strategy is working and share suggestions for improvement.
  • Your outsourced social media manager is an essential resource for your entire team. He or she can work with your entire staff to make sure that everyone is involved and that you are all putting forth the same messages. They can also offer technical instruction on how to use social media effectively.

Social media management is both an art and a science. That means that a social media manager’s experience can make a big difference in how effectively they use all the tools in the social media toolbox. It also means that it can be an excellent fit for outsourcing since you can’t be expected to be a pro without considerable training. One great way to get started is to take advantage of The Social Media Advisor’s social media build/revamp services. You owe it to yourself to see what they have to offer.

Be sure to Follow us and Let’s Engage!

Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedInFacebookTwitterBlogGoogle+YouTubePinterestInstagram, and the tools to manage them.

Click here for Social Media TrainingSpeaking and Strategy Consultations.

#SocialMediaSupport – What to Look for in a Social Media Manager

It’s never easy to find just the right hire. When it comes to finding the perfect person to take on the role of social media manager, the challenge is even harder. You know there are certain areas of expertise that are must-haves, like knowledge of social media platforms, an understanding of SEO, and specific creative talents like content development, but there are other critical factors that aren’t so easy to quantify.

Understanding Where Social Media Fits 

A top-notch social media manager has an innate ability to understand not just where social media fits in your marketing strategy, but where it fits in the world of the internet. Your social media plays a critical role in a variety of areas from customer service to SEO. That means that your manager must be able to make it work with all the other moving parts that make your overall strategy successful.

Strategic Planning

A top-notch social media manager must have the ability to understand your company’s Big Picture. The content that you post must work with all areas of your marketing plan. Understanding how each platform contributes will help you create and implement a plan that bolsters every area of your operation.

A Customer-First Mindset 

If you’re using social media, then you know how important it’s become for customer service. In this regard, however, social media carries an element of risk. How you treat your customers will be on display for the world to see. Your social media manager must know not just what to say to customers but how to handle problems. For example, it must be clear what issues can be handled in the public square versus what should be taken offline.

Social Advertising Understanding and Expertise 

While it’s lovely to think that you can get the most from social media by doing all the free stuff, it’s no longer realistic. Regardless of what platforms you focus on you’ll need to do some paid advertising. Each platform has its unique requirements so look for someone who knows how this all works and how it fits with the rest of your social media strategy.

Writing Skills

While it may seem to be a no-brainer that your social media manager needs high-level writing skills, it’s worth repeating. It’s not enough to be able to craft a grammatically correct sentence; the writing toolbox needs to be well rounded and include copywriting and storytelling skills.

It may feel like finding the right social media manager is an impossible task given the expertise required. Fortunately, you can take a short cut on the process by taking advantage of the services available through The Social Media Advisor. The team’s social media build/revamp packages are particularly useful if you need a professional social media manager.

Be sure to Follow us and Let’s Engage!

Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedInFacebookTwitterBlogGoogle+YouTubePinterestInstagram, and the tools to manage them.

Click here for Social Media TrainingSpeaking and Strategy Consultations.

#MarketingTeam – Is It Time to Hire a Social Media Team?

You’ve probably heard that quiet, little voice telling you that it’s time to get some help when it comes to social media. However, it’s a tough step to take since it requires significant investment in both time and resources. If you suspect that you need to take the plunge and hire a social media team, there are five questions you can ask to help make the decision easier.

  1. Does your marketing strategy call for a focus on social media?
    Even in this day and age, some businesses are well suited for emphasis on traditional marketing channels. It’s likely, however, that you need to ramp up your social media efforts in both marketing and customer service.
  2. Are you stretched when it comes to marketing resources?
    If you are like most small businesses, then your people already wear multiple hats, adding another one—social media expert—will likely not get you the results you are looking for.
  3. Do you have the right tools for social media?
    Running a successful social media initiative requires more than a computer and a smartphone. Social media professionals are skilled in a wide variety of software and program tools. From graphics programs to scheduling platforms, there’s much more to it than just posting a photo from time to time. Social media management requires both creative and technical skills.
  4. Are your current social media efforts working?
    You may already be on social media and pretty proud of how it’s going. However, are these efforts working? To monitor how effective your social media plan is, there are many things you should be measuring. From leads to engagement to conversions, you need to be on top of how well your message is getting through.
  5. Do you know what success looks like?
    When it comes down to it, do you really know what using social media the right way looks like? There is no shame in not being an expert at everything. This is particularly true when it comes to using social media, since it’s constantly changing. If you think about it, the same is true for many professions. You may be a wizard when it comes to the product or services you sell, but that doesn’t mean you are a skilled lawyer or CPA.

The size of the team necessary to successfully create and execute a quality social media strategy will depend on your business and your goals. This is a great time to talk with the experts at The Social Media Advisor. Their social media build/ revamp services will identify what you need in order to develop your business through social media.

Be sure to Follow us and Let’s Engage!

Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedInFacebookTwitterBlogGoogle+YouTubePinterestInstagram, and the tools to manage them.

Click here for Social Media TrainingSpeaking and Strategy Consultations.


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