Inbound Marketing + Sales Blog

June 6, 2014

How to Improve Your Social Media Strategy

3 min read

Written by: Olivia Perek  |  Share:

shutterstock_93841864-1Social media is a powerful marketing tool; it’s not a fad anymore, it’s a fact. It is no longer good enough to just have a Facebook page or only a LinkedIn profile. You need to be active on these networks, posting content, sharing information and encouraging conversation every chance you get.

Not only do you need to be active, the content you’re posting needs to be network appropriate and captivating; with all the competition on social media, it’s not as simple as it used to be.

Lots of individuals and businesses are active on these networks, some being very active, so your content needs to give the reader a really, really good reason to follow you, engage with your content and to share it with friends. This means it also needs to be consistent; so if your company is only posting a couple of times a week it’s time to step up your game and improve your social media strategy!

If your business is still not convinced that their customer base is using social media consider these statistics:

  • 72% of all Internet users are active on social media.
  • Twitter has 550 million users.
  • Facebook has 1.5 billion users.
  • Google+ has 1 billion users.
  • Americans spend 16 minutes of every hour on social media.
  • 42% of Americans say Facebook is their #1 influencer for making purchases.
  • 23% of Facebook users check their account 5 or more times daily.
  • 89% of 18-29 year olds, 72% of 30-49 year olds, 60% of 50-60 year old, and 43% of 65+ year olds are active on social media.

Are you convinced yet? We hope so because these numbers are too big to ignore and they are continuing to steadily increase.

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What do you need to do to improve your social media strategy?

We have compiled 12 easy steps to get you started:

1. Utilize social media to get feedback and test out new products or ideas. Before launching something, ask! It’s easy, often casual, and a free way to hear what hundreds or thousands of people think of your product or idea.

2. Use social media to show your awesome customer service. Respond to people’s comments, ask questions and encourage conversation. Remember to thank people for following and liking your page because this small gesture can go a long way in the social media world.

3. Don’t ignore negative comments. Instead respond and use the opportunity to convert prospective leads. Negative feedback is often your most valuable feedback and dealing with it properly can have a very positive result. For larger issues consider contacting the individual directly, via phone, personal email or private message. And if someone seems particularly negative do a little research to see if they have a history of complaining. You should reply regardless, but don’t waste your energy and reputation getting into a heated argument.

4. Don’t be a spectator! Post often with dynamic content and eye-catching graphics. 

5. Social media can be a full-time job and in many companies it is. Consider setting up a team to take over maintaining your social media presence.  

6. Make social media special by offering giveaways and contests exclusive to your followers.

7. Embrace your mistakes and handle them with care rather than deleting them. Everyone makes mistakes; if nothing else, it will humanize your brand even more. 

8. Add social media buttons to your email campaigns, your website and your blog posts to drive traffic.

9. Build business alliances that compliment and support each other. Maybe it’s a local neighbor or maybe you share a common interest but are not necessarily competitors.

10. Search social media networks for your brand name, your industry and the services you provide to get an idea of what people are looking for. Use this information to inspire and create content and posts relevant to your business.

11. Track and analyze your social media! If you don’t have time consider investing in software to do the work for you.

12. Check out your competitions social media sites to see how you are doing comparably. You don’t want to copy them but there might be some aspect of their social media strategy you’d like to adopt.

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Topics: Inbound Marketing

About The Author

Olivia is a Principal Inbound Strategist who focuses on lead generation and marketing and sales alignment. She excels at helping clients identify, build and execute scalable demand generation strategies using the HubSpot ecosystem.

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