Crafting a social media strategy

Tip Sheet

For businesses, being present on social media is no longer just an option. It is a necessity. Sometimes, posting on various social media platforms is the only part of a smaller company’s marketing plan.

But maintaining a social media presence without a strategy is almost as pointless as not using the tool at all.

In an article published by SCORE, Daniel Kehrer, founder and managing director of BizBest Media Corp., identifies some social media planning essentials to help your business digitally engage with customers and build an online reputation.

A consistent message

Posts on all platforms should use a unified voice and message that reflects the company’s culture. Designate one person to represent the company on social media.

Thoughtful content

Generate words, photos and videos for social media posts intentionally. Be sure content is informative and engaging enough to contribute to your company’s long-term online presence.

Carefully chosen platforms

Don’t use all forms of social media, but instead, use a couple platforms that best fit your business. B2B businesses should use LinkedIn; businesses that produce visual products or services should use Instagram; businesses that can create videos should use YouTube. All businesses should use Facebook and Twitter.

Quality over quantity

Minimal posts that are timely and have useful content are more effective than constant posts throughout the day. Stick with one or two good posts per day.

Customer engagement

Design a plan to listen and respond when customers reach out via social media. Interacting online with customers is a way to discover exactly what your customers want by directly receiving complaints, praise and questions.

Variety and creativity

Don’t get stuck in a routine. Constantly look for new ways to engage with customers using social media.

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