The Do’s and Don’ts of Growing Your Small Business on Social Media

Whether your small business sells smartphone accessories to consumers, advisory services to corporations, or anything else in virtually every industry, sector, field or marketplace, this much is true: you absolutely need a social media footprint.

However, this doesn’t mean simply creating Facebook and Twitter accounts, and then waiting for the social media party to start – because it won’t. And it certainly doesn’t mean that you can “set it and forget it,” because you can be assured that your competitors are playing the social media game to win. Each day, week and month that goes by, you’re increasing the risk of losing current and future customers.

Fortunately, growing your small business on social media isn’t complicated or costly, and you don’t need an advanced degree in online marketing (and yes, there is such a thing). Here are some fundamental do’s and don’ts to point you in the right direction, and just as importantly, keep you from heading down the wrong road.

Small Business Social Media DO’s:

DO target your social media content to your identified buyer personas. Generic one-size-fits-all content never fits anyone.
DO send a mix of content through your social media channels, such as content you own, curated content that you pull from third parties, promotions, and so on.
DO engage your target audiences in a personable, friendly way – but don’t get too informal. Your editorial north star is “business casual.”
DO automate as much as possible so you’ll save time and money, and ensure that all of your platforms and channels are regularly fed with fresh content.
DO respond as quickly as possible to questions and comments. If something is of a sensitive or critical nature, do your best to move it to email, phone or offline.

Small Business Social Media DON’Ts:

DON’T post anything confidential, or needlessly provocative or controversial. The standard is “do we want this showing up on the front page of the newspaper?” If the answer is “we’d be fine with that” then post and publish away. Otherwise, stop immediately and give yourself a pat on the back for dodging a bullet.
DON’T limit yourself to the two heavyweights Facebook and Twitter. There’s an expanding universe of social media platforms, such as YouTube, LinkedIn, Spiceworks, Instagram, and the list goes on. Be where your target market is.
DON’T be impatient or aggressive. Social media can lead to sales, but the goal is to build a community. Slow and steady wins the race.
DON’T send out the wrong content to the wrong social media platform. It’s OK to be fun and (appropriately) irreverent on Facebook now and then. On LinkedIn, however, it’s basically all business, all the time.
DON’T farm social media out to a plucky but inexperienced intern, an overworked marketing manager, or a busy sales executive – because this isn’t going to work. If you don’t have the in-house resources you need, then find a reputable agency and put your small business on-track for social media success. You’ll be glad you did (and so will your intern, marketing manager and sales executive).

Learn More

At Leap Clixx, we develop, manage and optimize social media programs and campaigns for customers nationwide, including many small businesses that are generating substantial visibility, engagement and ultimately, prospects and sales. To learn more, contact us today and schedule your free consultation.

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