Social media has become one of an SME’s newer marketing capabilities – along with what should be a minimum of six marketing action plans. Small business should want their social media content to appeal and spark interest with customers and potential customers but also to create advocates out of their existing clients and thus refer new customers. But there needs to be a measurable outcome – monthly leads. No point in continuing if the results are not flowing – but it needs time. Budget, measure and time. A combination of your marketing and customer care will drive revenue – it needs careful and ongoing attention.

6 Strategies to help your social media engagement

1. Choose your purpose and align the social media method to best communicate. The social media method should match your target market. The social media postings and content should be consistent and relevant.
2. Target market. Share tips, trends and traps. Start discussions, initiate questions – drive people to you who ultimately become customers.
3. Include photos and videos. Unfortunately people are not as easily engaged with words as they are with pictures. Give them what works. The electronic age and mobile phone are creating shorter time frames of interest or concern. Make it easy for people to get the message.
4. Get your staff, friends and family to be brand ambassadors. When your followers and friends say you are a great company – it works. Get them sharing.
5. Provide opportunities for your followers to access ‘special’ deals. These could come from you or come from network arrangements you have with various product or service providers. Make you followers feel special and they will come back and refer.
6. Measure results, tweak the implementation and manage the process. You cannot set and forget – the outcome is the whole reason for taking the time and financing the budget. To get it right you must demand results