How to properly utilize social media continues to be a very hot topic in marketing circles. But how much social media is too much?
Unfortunately, regardless of what any "Social Media Expert" might tell you, there are no black and white answers to these questions. It is completely subjective and only through experimentation and self analysis can you know for sure whether or not you're over using or under utilizing social media. However, here are a series of questions to consider as you launch your social media campaigns:
1. What social media sites make the most sense for my business operation? Review your business model and the nature of how your customers and prospects use your business. Make sure that the functionality of the social media channels you choose is aligned with your strategic business goals. Linkedin is generally better for B2B or professional networking, while Facebook and Foursquare might be better for B2C operations. You may even realize that social media isn't right for your business. Don't automatically assume it is.
2. How much time should I dedicate each day to managing my social media sites? There is no magic number here, but you should understand that the less time you can dedicate to it, the less frequently you can post new content or reply to posts Social media shouldn't monopolize your day, but you should be prepared to dedicate a portion of your day to managing the content on your site/s. You must also consider social media a long term strategy as it takes time to build fans and followers. An immediate financial return should rarely be the primary objective when launching a social media campaign.
3. How often should I post new content? Again, no magic number. However, the first contacts that I delete from Twitter are those who seem to feel that the only thing I have to do all day is read their minute by minute updates. The frequency of your posts is less important than the quality of the content of your posts.
4. Should I be on as many social media sites as possible? It depends upon your strategic objectives. However, I believe that a Facebook account and/or a blog are the best places to launch your social media campaigns and should be the cornerstones of most social media efforts. Primarily because they give you the best opportunities for content development, customer engagement and feedback.
5. If people don't respond to my posts, does that mean that my content has no value? The answer to this question is unequivocally, "NO". Just because people don't respond doesn't mean they don't find value in your content. Most people prefer not to actively participate. They like hearing what others have to say before formulating an opinion. It doesn't mean they're not engaged. It just means they aren't vocal. The best measurements of the success of your social media efforts are retention and referrals.
6. How much should I promote my social media channels? As often as possible. You have to treat your social media channels like a product. It is a meeting place to engage your customers and prospects. If you're not telling them you're there, how are they supposed to find you? If your social media sites aren't getting much attention, this may very well be the cause.
Most importantly, don't feel that you should jump in all at once. It will only confuse you and burn you out. Start slow by opening one channel, then build an audience before you consider launching a second social media channel. Once you have a built in audience, it will be easier to migrate that population to your new platform than to build a completely organic following. Plus these visitors will become your best advocates and a resource for driving new traffic.
