You are just a few days away from opening your business, and the punch list seems to grow. It’s late at night, and you can’t sleep. You rise, grab a hot cup of tea, and open up your laptop. It just dawned on you that you need a Facebook page for your business.
Though it is never too late to take such action, you can certainly take steps to avoid this situation.
Let’s rewind the scenario.
The calendar indicates that your scheduled launch date is in three months. Your business plans are just starting to take shape. It’s 6am on Saturday morning, you’ve risen early and the kids are still in bed. The hour is peaceful and quiet, except in your head. The clattering of ideas for preparing for your business adventure is making such a racket. You decide to open your laptop and prepare to begin executing your marketing plan by taking the first bite of the social media elephant.
This morning you are going to focus on which platforms of social media you are going to use to market your business and create your brand. Let’s start by looking at local businesses and seeing where they are having the most success.
The little country store out near the state park has nearly 7500 followers on Facebook. How is that possible? They post something nearly every day, not necessarily about their business, but by their business. They typically post three videos a month, and they average 1500 views each.
You are not opening a country store, but you are launching a service business, one with several competitors in the tri state area. You now search them on Facebook, LinkedIn, Instagram, Twitter, Pinterest and YouTube. You look for the following:
- How many followers do they have?
- What are they posting about?
- Are their posts mostly internal (company-based) news, blog posts and articles; mostly external news, blog posts and articles; or a mix of both?
- What’s their brand voice?
- How often do they post?
- How many likes/comments/shares do they get per post?
- Do they run any polls, contests or fun games with their brand?
Today you’ve done your research, and you can now decide which social media platforms you want to set up on before your launch in 3 months.
Saturday morning, one month later.
Now it’s time to design your guidelines for your social media do’s and don’ts. As you grow, you won’t have time to be the only one posting for your business. This is the time to iron out what your plan is and how it is to be executed, so you are prepared to hand it off when the time comes. Your social media helper will be able to follow the method to secure your branding in the ways that you have intended.
Begin designing your guidelines by asking these questions.
- Does your brand refer to itself as “we” or “I”?
- Are any words off-limits?
- Does your brand have a political leaning? How comfortable is your company with offending followers of a different political leaning?
- Will you respond to comments and how often? We can’t impress on you enough how important this decision is when you begin the social media marketing journey. How do you respond to reviews, even negative ones? What tone will you use to address negative comments? (There will be haters. It’s a public forum after all.) Are you apologetic, is your policy to address or ignore? Just as importantly, how quickly will you pledge to respond to positive remarks and reviews?
- If your social media account were a person, what would he or she do for fun? How would he or she talk? What wisdom do they want to impart? Do they have a pet or another animate object that can be the business mascot?
Here at Blairsville-Union County Chamber of commerce, we analyze our social media impact every single day. We look forward to sharing your business with our followers. Stay tuned for Part #2 of our preparation list. Are you getting excited about making your dream come true?