Tuesday, April 15, 2014

Why should I hire a social media expert?

As a small business owner, you do it all. You are your own marketer, accountant, salesperson, web designer, and probably a whole host of other positions. However, there are a few positions in small companies that should only be handled by the experts - and today, I’ll make the case that social media is one of them.


There are a lot of ways to go wrong on social media. Maybe you put up a page and don’t post enough, don’t respond to questions or complaints, don’t share cohesive content, don’t create content yourself, don’t post at the right times… you see where I’m going. The list goes on.


Bringing in outside help for social media is becoming more common as small business owners realize the true power of each platform. Done right, social media can bring you brand awareness, brand advocates, customers and much more. Here’s why you should consider outsourcing it:


1. Social media experts can choose where you should have a presence in a fraction of the time. If you’re just getting started in social media, this point is key. A social expert can take a look at your business and have a good understanding of what platforms you need, and which you skip, fairly quickly. One of the biggest mistakes I see made by small businesses is thinking they need to be on platforms that aren’t right for them.


2. You can get an experienced social media manager for entry-level money. This is something I’ve already discussed once in my blog about outsourcing your marketing. If you’re thinking about hiring someone entry level to run your social media accounts, halt, and think about it for a few minutes. Do you really need someone full time running your social presence? If you’re a small business, the answer is probably not. Take the money that you would allocate toward hiring someone and pay more for an expert that already knows the tips and tricks to do it in half (or a quarter, or a tenth…) of the time. You won’t regret it.


3. An outside perspective will help you gain an audience (and keep it fun). As fun as social media can be, when you’re too close to the company, it can be hard to focus on what your audience wants. If you developed the software, you might be too technical for the job. And if your business is your baby, you’ll probably take criticism way more harshly than it’s intended. (Don’t worry, I do it too). Outsourcing your social management allows your presence to stay objective, positive, focused, and your audience will appreciate the creativity that’s put in by a professional.


4. It’s not an expense. It’s an investment. Probably the most important point is this: social media should bring you so much ROI that outsourcing it pays for itself. Be it in new clients, products sold, local awareness, or in place of other marketing initiatives, outsourcing social media to a quality, qualified professional will truly pay off in the long run.


Check out this article to see how some top social brands look at ROI. A social media expert will be able to understand how to get a return on your investment and show you the value they bring to your business.

So, are you convinced? Leave a comment and let me know why you will or won’t outsource your social media. As always, questions are welcome.





Tuesday, April 1, 2014

Finding your social media voice

How you speak to your audience on social media is a direct reflection of your company, and you will be judged by it. But how do you find your social media voice? Should it be playful (see: Taco Bell), educational (see: Intel), motivational (see: Nike)?


There are many different ways to choose a social media voice, but first, some considerations:


1. What are you trying to accomplish on social media? For companies that are looking to build brand awareness, a more casual voice may do the trick. But for those who would like to be seen as inspirational thought leaders, keep it professional.


2. How do you describe your company? If you already have descriptors in your tagline, on your website, or woven throughout your business in any way, it could be fairly easy to choose a social media voice. Are you a crafty company? Trendy? Any of these words could be used to form your social voice.


3. Who is your audience? For companies that sell into a specific niche or serve a specific need, speaking directly to the interests and personalities of your audience may be best. For example, Tiffany & Co. is known to be very classic and refined - and so is their Twitter presence. On the other hand, Lululemon knows its audience is interested in health and fitness, so they simply keep to those topics.


Choose a voice
Write down your answers to the questions above. Are there any common themes? If you’re looking to build company and brand awareness, have a casual vibe and your audience is young professionals, then a casual voice is probably for you.


But don’t go too far. It can be tempting to forge bonds with your audience by being uber-casual, but use your best judgement and as always, keep controversial opinions to yourself.


Document your social persona
After you choose to be more casual or more serious, there are many other factors that can come into play. Your company can be serious and informative or casual and informative, and the list goes on. Here is a comprehensive list of the characteristics your social media voice should have by Social Media Today. Make sure you write this list down and distribute your social media goals to other employees, especially those that may ever touch the sites.


For small businesses that are just getting started, keep in mind that your social media voice will evolve over time. Don’t be afraid to ask for feedback from your followers, customers or friends to tweak your strategy.

How did you choose your social voice? Leave a comment below to discuss further.