Over the years, managing your small company’s social media has become a necessity: here is a short guide to managing them effectively. The presence of a company on the main social networks until a few years ago was an option. Today it is a necessity. When a Web user becomes aware of a company, he does not know. In fact, the first thing he does is go and look for it on Facebook, Instagram or search directly for the My Business tab on Google. And he expects to find it.
Tips for managing social media for small business
There is a lot to learn, but here are some key social media management tips for small business companies.
1) Follow your customers where they really are
Social media has little to do with the business itself – there is your audience, customers, or whoever you’re trying to reach. It is said that you have to think like the customer: the same goes for social media.
Start by asking yourself: considering my type of business, which platforms make the most sense to use? Which ones are you most likely to find customers on? If it is true that Facebook is the undisputed king of social media in Italy, it is also true that some target groups can be reached more easily and with greater success on “niche” platforms.
Not sure where your customers are? Find out and do some investigation. However, a social media expert will surely have an idea of which platforms to adopt and which to avoid.
2) Social media are not “free”
Social media is attractive to small businesses due to its perceived price tag. You can set up a blog, page, video channel, etc., without paying a cent.
However, even if there is a minimum price to “enter,” social networks are far from free because they require time, energy and effort, to always create interesting content, monitor conversations, and respond. And don’t they say that time is money?
Instead of fumbling around trying to juggle hundreds of social communities, choose to focus on one or at most two important platforms in your market. Determine your key goals and define who will be responsible for maintaining the active profile.
3) Don’t measure success by numbers alone
As a small business, there’s no point in despairing over the numbers game or trying to have communities of big brand followers. You need to focus more on who gets involved, how they interact, and at what level. Your goal must be to create a page of devoted and enthusiastic fans, not a huge group of indifferent individuals!
You have to be patient, combine the organic strategy with the paid ones, but avoid borderline services that buy fake followers/likes like the plague.
Remember that having a lot of “dormant” followers, that is, who don’t interact, could even be penalized for your page.
4) Social media is not just “promotion”
Posting sterile product or company information, writing boring self-congratulatory news, or filling the page with promotional or pricing posts is counterproductive. Instead, show the people, the faces, the story behind your product/service, and above all, focus on the customers and not just the company.
5) Take a cue but don’t copy
The big multinationals and the most famous brands know how to create memorable social media campaigns. Learn from the best, be curious, and take note of the big brands and even your competitors. But don’t copy!
In addition to ethics, there is one more problem. Just because something has worked for a company doesn’t mean it will work for your community. Learn from others but adapt your work to your needs, goals, and customers.
6) Delegate but without losing interest
As a small businessman, you need to have a 360-degree view, but you can’t take care of everything yourself. And above all, you have to admit that you are not an expert in every field that involves your business. Specialize your employees or, better yet, look for serious external collaborators.
In fact, an outsourced figure has the opportunity to work in close contact with numerous realities that have different objectives, problems, and needs: his varied wealth of experience can thus become an advantage for your company and enrich your way of operating.
Work closely with your consultant, conveying to him/her the key values and philosophy of the company so that he can transfer them into the social media marketing strategy.
Social management: do it yourself or professional?
Both choices have pros and cons. Managing your presence on social networks yourself can save us money but also make us waste it sensationally if we enter the difficult world of advertising without having a solid technical basis or without having the slightest idea of what content to publish, with what formats and according to which strategy.
Then there is the time factor, which with DIY, we will have to invest in creating the posts to be published by ourselves if we do not have a Social Media Manager do it. On the other hand, by doing everything alone, we will have maximum control, but once again, there is no guarantee that we will get the best possible result.
It should also be said, however, that it is not enough to rely on a Social Media Manager to sleep peacefully on Facebook, Instagram, or Google My Business: the market is unfortunately full of braggart who have no real skills and who, paradoxically, can cause more damage than earnings to a company.
To “push” the published contents and disseminate them to a selected audience, a post-sponsorship service is available according to the advertising rules of each platform. All this is done in an extremely personalized way because not all companies need an identical presence. On social media, both from a quantitative point of view (number of posts) and qualitative (type of post, presence of professional images or videos).
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