Social Media: Everybody’s Doing It
Mark Coatney, director/media evangelist at social media platform Tumblr, suggests thinking first of what you hope to get out of a social media site. For example, Facebook and Twitter reach out to a broad community. Your moms and grandmas might even be on Facebook. Make sure that the people you are targeting are able to receive your message: You have to decide where to best reach your audience. Then, you can tailor your message accordingly.
Next, study your market. According to Blank, "Too many people skip [this] level, and just get on Twitter and hope it'll all work out." You have to choose your community wisely in order to target your message. There are a lot of social media platforms from which to choose—make an educated decision based on your audience and message.
"Understand your business objectives—why am I doing this and what result do I ultimately want for my business," says Natalie Henley, director of results analysis at SEO and social media consultancy Findability Group. "Businesses can get caught in the trap of doing social media for the sake of social media, instead of taking a step back and understanding that social media is a core element of your corporate marketing strategy, and should be planned, measured and evaluated accordingly."
2. Interact with your audience and follow different people.
No one wants to talk to a robot. Incorporate personality into your messages. For example, when using Facebook and Twitter, you can stand out from a sea of other Twitter users by following different users, tweeting, and retweeting their posts. Blank suggests scheduling and organizing your tweets so you target all the people you mean to target. Scheduling tweets prior to posting them allows you to remember to include all the people you mean to touch base with. Social media should be organized and consistent.