6 Ideas for Making Social Media Work

If you're like many business owners, you struggle to understand just how social media can work for you. You hear social media success stories, but your efforts thus far (if you've been brave enough to jump in) may not be producing the results to balance out your time. Social media - and more broadly, digital marketing - doesn't appear to be going anywhere anytime soon. It just seems to grow stronger every day. Smart money says get on board, but just like any other marketing medium, you want to do it right...you want to make it work.

Have a Plan

Just like any marketing medium that your company decides to invest in - whether that investment is time or money (or both) - you need to map out a plan for implementation. Decide who on your staff is in charge of managing it, and set realistic goals for both getting it done and for what you expect to get out of it.

Integrate

The success of your social media marketing efforts is integration. If you decide to establish a presence on Facebook, for example, in order to reach your intended audience, you must promote your Facebook page. Link to it from your website. Talk it up with clients. Have your staff talk it up to clients, vendors and partners. Add the Facebook icon to your business cards, print advertising - anywhere your URL and phone number appear, your social media icons should appear, too.

Keep Up

Social media marketing is fast-paced, which can seem overwhelming. But if you've set a realistic plan in place, it will eventually become as ingrained in your company culture as your website, e-mail, direct mail, or whatever other marketing mediums you use to get new business.

Make It Worth Their While

If your customers are going to engage with you via social media, they need to get something out of it. Give your connections special offers that are only available through social media. Offer an amazing deal (a la Groupon) that will get your information going viral. Provide valuable information that your customers are hungry for. Be creative - no matter what business you're in, you can find ways to get noticed.

Track Your Efforts

Digital marketing is highly trackable. On social media, you have the opportunity to connect with and engage your customers. You can also see how much activity is happening daily. And what you can't track online, you can get straight from your customers' mouths. Ask them how they heard about you, and whether or not they are looking for you or businesses like yours on social media sites. When you're paying attention to the results, you'll have a better idea of what's working and what's not.

Consult With an Expert

Because social media is such a new marketing medium, businesses large and small have made big social blunders. Before you dive in too deep, it is a good idea to consult with a social media expert. Through analyzing your business, your target market, and your ability to implement a solid social media program, a social media expert can help you map out a plan for social media success.

So go ahead - take the social media plunge! With a plan and a little effort, you're sure to see results ahead.