A social media site should be tailor-made to serve your small business, just as with business cards or any other marketing media. It should accentuate your assets as a lean and mean pleasing machine. Think of John Travolta’s character Tony Manero and his disco duds in Saturday Night Fever. Remember that “way-cool” white suit? It accentuated Travolta’s assets as well as his moves and grooves. The disco-driven social scene he inhabited complimented the total “Travolta package.” Is your social media site giving you and your “suit” a place to groove? Or, is it time to bust-a-move?
Ask yourself the following questions:
Your small business strategy is like Travolta’s “way-cool” white suit. Travolta wears the white suit and dances at the disco to meet a goal: to promote himself and his product. To accomplish this goal, he must meet objectives: the white suit is to be cut, current, and classic to promote him. The dance hall is to be ripe with watchers and wannabes – his ideal customers. To meet these objectives, there must be tools. Travolta must have the money to keep the suit consistently clean, to have it pressed, and to afford the best of the best in platforms. Without this thorough strategy, Travolta would be just another white suit.
When you approach the dance floor of the social media scene, have a plan for setting yourself apart. How are you going to connect with customers? Does your suit – how you present yourself – fit the scene? Have a plan; know where you’re at and how to set yourself apart on the busy social media dance floor.
To be consistently cool, Travolta’s suit must always be current and frequently seen by platform surveyors. So, success is found in the constant care of the threads and the constant care of the patrons at the platform. If he only cares for his threads and patrons on occasion, the life of the suit is limited.
This is where you’re going to need to invest serious time in making sure that you maintain your social media presence. You can’t plug and play. You will need to update your posts, change your profile pictures, respond to customers, and much more. In all of this you must maintain a consistent image. A big mistake would be to show up one day in a dress – what kind of mixed message would that give your customers?!
Delegating duty when the crowd is huge will create prosperity in an effective and efficient manner. When Travolta and his snazzy white suit are in the spot light, a star has risen. With that, many other stars will and should also be ablaze. Travolta can’t wear every suit. He must delegate others to wear and care for the suit, too. Otherwise, the star burns out.
You need a team to be a super-star. Whether you separate duties and focus on separate social media sites or you have specialties, the point is to get the right people into the right spot at the right time. One person can’t do it all, even in a small business.
You gotta try things on for size. Think of your platform of social media in the same way you dream of that tailor-made suit. Is it fittin’ your frame finely?
You may have to experiment a bit to find what works for your brand. You may find that a funny, witty post really connects with your customers. On the other hand, you may need to stick with timely, relevant news posts that your customers can apply right away. Don’t be afraid to try different things, but be aware of your customers and what they like. Too off-beat and you may find you’re the only person on that dance floor.
Is the time and effort you put into your social media platform giving you a return on your investment? Do you look rockin’ in your suit and make the ladies and gents swoon? If you put in the consistent smooth moves, you should get favorable feedback. If you don’t get a return, perhaps you need a seamstress…or a new dance hall.
Measurement can be as simple as the cost of keeping your social media up-to-date compared to the profits generated. However you end up measuring return on investment, make sure you are actually measuring. Many companies find themselves spinning about with no return. This isn’t because social media doesn’t work – you probably just don’t have the right moves yet.
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