Social media: do it right or not at all

By William Perry - Founder: EVVUS

If you’re planning to make social media a part of your marketing strategy, do it right or forget doing it at all.

Social media is a long-term commitment. Think of it more as a marriage then just going on a couple of dates. Your social media strategy is a long-term brand management tool that can be crafted to boost and control the company image.

It’s also a big time commitment and when used efficiently, can be an effective tool for driving brand awareness — otherwise you’re just wasting your time.

Here are EVVUS’ 6 rules for effective social media management:

  1. Have a strategy

Planning increases efficiency and effectiveness.

You wouldn’t build your latest prototype without a plan and a strategy, so why would you start using social media without the same mindset?

Collaborate with your team on what the best social media channels would be for your business and industry. Discuss different ways to promote what you do and sharing your message with your fans. Create targeted campaigns and develop a messaging and communication strategy.

Create a plan and put that plan in place.

2. Narrow your focus

Depending on your business, not all social media channels are created equal. There are literally more social media platforms than any of us can keep track of, even us marketers.

LinkedIn is ideal for B2B businesses, where as Pinterest or Instagram is a great platform for wedding planners and artists.

Narrow your focus by picking 2 or 3 channels that you can manage effectively. Effectively is a loose, subjective term, but the key is focusing your efforts toward your audience to get the most out of your time spent.

3. Two-way communication

Your Twitter or Facebook page isn’t just your opportunity to stand on your soap box and shout about how great you think you or your company is.

We’ve all been to a party or social gathering and talked to the guy or gal who was just going on and on about everything that is great in their life. Did you like being around him or her?

Same scenario here.

Social media is a two-way communication tool. Engaging with your fans, followers and supporters is an essential part of the process. Doing so builds loyalty and a more level playing field with your supporters.

This part is often overlooked as well — mostly on purpose — because it is time consuming to connect with others but can have an exponential effect in follower growth and overall engagement.

4. Variety in content

You know the saying. Variety is the spice of life.

Variety casts a broader net, increasing the possibility of connecting with a wider segment of people when it comes to your social media strategy.

It sounds simple, but posting the same content, over and over, increases your odds of getting overlooked. And that is the exact opposite of what you are trying to achieve.

Develop multiple campaigns that drive targeted and branded messages, promotions and info for your fans. Create different imagery sets. Use videos, blogs and a mix of written content. This will ensure you’re maximizing the possibilities for engagement.

5. Consistency

Momentum is an intangible measureable when it comes to social media management.

If you’re running at a full go with a social media coordinator as part of your team, posting multiple times per day, several days per week, your followers become acclimated with that posting behavior. Interrupting that flow, you can imagine, would have them wondering what was going on with the organization. 

Likewise, if you’re posting, just a few times per week, that’s what your followers expect from you.

Whatever you’re able to commit to, keep it consistent. You’re long-term success depends upon it.

6. Differentiation

The shiny red Porsche, the girl in the red dress, they’re the ones catching onlookers attention.

You may prefer blending in with the crowd in your social or personal life, which is totally OK, but if you want to win more business, being different from your competitors is essential to your success.

Incorporate differentiation into every discussion when it comes to your marketing approach and the way you position your company or product. Research what your competitors are doing on their social media channels, copy them, do it better, then add some more awesome elements.

Boom different.