No fans or followers on your small business social media sites? As a consultant I hear this complaint many times. There seems to be a misconception that if you put up a site, you don’t need to put any more effort into it. Nothing could be further from the truth. Creating a Facebook fan page or new Twitter account is just the first step. To be successful long term, it’s important to avoid these three common mistakes.
Mistake #1—No goals. What is your desired outcome? If you don’t know what you want out of your social media marketing, there is a very good chance you will fail. Like other forms of marketing, it requires clear goals, good strategy, and consistent effort to be successful.
Mistake #2—No plans. Writing tweets, updates, and blogs all take time. It’s important to identify who is going to do it, when they are going to do it, and how much time they will devote to each activity. Planning this out ahead of time will save you heartache in the long run.
Mistake #3—No value. All the content you post should be aimed at your target audience. This is not about your interests, it is about attracting potential customers. With that said, does that mean you have to stifle your personality? Absolutley not, that is what makes you unique and real. You are not a robot after all! Just make sure you stay on message by keeping your ideal client in mind at all times.
It is tempting to want to rush into social media because of the opportunities it offers small businesses. Make sure you have clear goals, a well-thought out implementation plan, and a sense of what would be interesting to your clients before you begin. If you fail to address these three areas your sites might end up being empty, lifeless ghost towns, instead of the vibrant communities they should be.