I have worked for a variety of companies that have shared very different opinions on how to use Social Media. Some have wanted to invest heavily in it and have multiple channels, while others have wanted to stay out of it almost completely because they did not want to manage it.
It is funny how companies believe that it is either one or the other when the truth is, there is a MASSIVE amount of space between those two (Of being devoted to social or not investing).
In this blog, I hope to show you that, and why this third option may be the best option for your business.
If you have already read through numerous other social media blogs, then I assume you have heard that the most important thing to do is:
Research which social media your customers are on.
By finding out which social channels your target market uses, you can dedicate your time to a select number of channels to get a better return in comparison to spreading yourself across every single social media channel.
To be clear, I agree 100% with this logic. A B2B marketer should probably not be wasting their time on creating amazing images for Instagram when they know it is very unlikely that it will drive revenue.
What I disagree with is the idea that thee are only two options for a specific channel, invest or not invest. Most commonly this decision comes down to KPIs – “if a social network is not directly driving revenue, then it is not worth any investment”
Pretty solid logic.
But social media sites are incredibly powerful these days, they hold an enormous amount of users, domain authority, and credibility. Saying no to any social network is potentially saying no to more web traffic, brand awareness, and higher domain authority for your own site.
So how can you get the best of both worlds? By mitigating the “investment”
The investment of social media is time. Although it may be cool to spend tons of time on Reddit to get an enormous amount of pointless Karma for your business, you need to find ways to eliminate the time spent on publishing to social network sites.
Automating Social Media
We have all seen the social spammers that do a repeat of the same thing day in and day out. If that’s what you thought I was going to recommend, then SHAME ON YOU. I have class! (most of the time)
In order to really automate social media well, a company needs to have a content marketing strategy. Or at a bare minimum a part of their website that is continually updated.
A blog is the best option for publishing, but this could also be a product update section, a portfolio, case studies page, etc.
Once you know what content you want to share generate an editable image for both your logo (most likely with square dimension) and a horizontal banner. Every social media network will ask for different sizes, but it is in your best interest to make them all look similar for branding and ease of execution.
Now it the time to start creating social media accounts. There are a lot out there, here is a small list to get you started.
Setting this up is rather simple, there are hundreds of WordPress plugins that will share your content directly to the large social sites.
For the less popular networks, publishing your content automatically may be a little more difficult. Using a third party software, like Zapier, can usually connect and automate you to a lot more unique options.
As stated previously, automating your social media should only be done to those social networks that you believe are not worth investing an enormous amount of time in. If your target market is heavily concentrated in a specific social channel, I recommend creating unique and creative posts that are well thought out.
With that said, there are also scenarios that may be best to automate all channels:
- You have an extremely niche/complex product – Your offering is usually confusing to the public and is only of interest to a very small group of buyers. “Going viral” on any channel is not a focus for you because of the likelihood that it would not generate any revenue. Therefore, automating all channels makes the most sense to drive SEO ranking to target and rank in long-tailed keywords that will actually get you in front of your prospects.
- You are a small team / single location – Any social media channel can be a hassle to maintain. This automation helps CEOs to free up their time, while also launching news/content effortlessly. Take for example a Food Truck, it would be a lot easier for them to post a single notice on their site with their location and specials then creating multiple social posts. Through this process, small businesses can promote their business and increase their reach without taking them away from their typical business operations.
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