You’ve created a presence on Social Media. Your graphics are well-designed, your Social Media profiles are complete and concise, and you’re posting content on a consistent basis, but are you meeting the expectations of your Social Media audience?
At its most basic level, Social Media is simple, but often it’s made unnecessarily complicated by complex strategies and misguided thought leadership. What many professionals seem to forget is that behind every Social Media account is a human being. To have a successful Social Media presence, you must provide your Social Media audience an experience they expect, matched with the information they crave.
- Who is Your Social Media Audience?
I get Captain Obvious points for this one, don’t I? If your business targets 35- to 55-year-old professional men, Pinterest is not going to be your bag, while LinkedIn is probably just what the doctor ordered. Just because a Social Media platform is hip or trendy, it does not mean you have to be there, too. Migrate to where your target market is found and concentrate your efforts there, instead of struggling to have a presence where you believe your business ‘should’ be.
- When Is Your Targeted Social Media Audience Most Active?
Life moves fast, and so does Social Media. Timing is everything when it comes to your Social Media posts. For instance, it’s not rare for a Tweet to ‘live’ for only a few hours, and we know the struggle is real when it comes to Facebook and how difficult it can be for posts to make it into your connections’ newsfeeds.
Take considerable time to monitor and watch when your users are most active on Social Media. Is it first thing in the morning? Maybe your target consists of night owls. Whatever the case may be, time your posts on their schedule, not just your own or when you have time. Once your target time(s) are pinpointed, be mindful not to dump a series of posts in a bundle. Space them out accordingly to maximize correct timing.
- The Pain Point of Your Social Media Audience
To truly dial into how you can position yourself as an expertise-rich, industry leading source on Social Media, provide content or resources to solve your potential customer’s problems or answer their questions. For instance, if your business involves financial planning for young families, you may consider sharing content that will give followers insight on paying down student loans and credit card debt, and how to plan for college. Hint, Hint – this can be done by writing blog posts on behalf of your company! Remember, this is NOT a time to sell your services; this is a time to position yourself as a voice of expertise!
- What Your Social Media Audience Expects from You
As a business on Social Media, your brand and communications are constantly being watched, monitored, and analyzed, and not only by your followers, but by your competitors too. While it’s important to scope out the competition to see what tactics they are emanating, it’s more important to ensure that you’re meeting and exceeding the expectations of your Social Media audience.
Their expectations can take multiple shapes, such as how you respond to criticism or how often you engage with the Social Media community. Monitor your newsfeed, respond promptly and professionally to their questions, comments and concerns, ‘listen’ to what people are saying about your industry on Social Media, and find a way to earn the trust and respect of those with whom you wish to engage in business.
By taking the time to identify and understand the needs and patterns for your target market, you’ll not only learn how to best interact, you’ll also be prepared to provide content and resources to best serve their needs. Just like everything in life, things change. Don’t take this process for granted; keep a sharp eye on your engagement and reporting to be able to anticipate patterns and shifts before the bottom drops out.