Promoting your business

Social media: raise your social presence to new heights

Strong social media marketing strategies ensure the time your business spends on social media generates the best results.

Without a social media strategy, you haven’t defined, articulated or documented your purpose or goals, nor will you be able to communicate with your target audience effectively or position your brand appropriately. 

Any efforts will have a scattered approach. No aspect of business should be hit and miss, and this is never truer than with social media.

You’ve got to be in it to win it

Reports vary, but somewhere between 72%, 87% and 98% of companies worldwide now have a presence on social media sites. If you aren’t using Facebook, Twitter, Youtube, Pinterest and other popular sites, you’re in the minority. 

More importantly your competitors are harnessing the most commonly used social media strategies, and benefiting from them. They’re participating with quality content and interesting discussion, raising and leveraging their brand presence, increasing their reach, and connecting and engaging with a wide range of customers. 

And customers feel a stronger connection to a business and its services by interacting through social media. 

This is what you are missing out on if you aren’t social media savvy.

However, participating in social media channels must be planned, managed and targeted. Instead of casting your net indiscriminately, any social media undertaken in your business should be a process that you’ve weaved into your content and social media marketing.

A clearly defined strategy enables all staff to know how, when and what business content to communicate, and what channels are appropriate to use. 

It is only in this way that you’ll create more meaningful and long-lasting customer relationships and cultivate customer advocates, ultimately building your customer loyalty. In addition, you’ll also gain valuable insights into your customers and what they need and want.

Create a WOW online presence

The four Ps of social marketing are Product, Price, Place and Promotion. Here are some key points to consider when creating your social media strategy:

Set objectives:

  • Why do you want your business to use social media? 

  • Are you joining to make more contacts within your industry? 

  • Do you want to build relationships using an online medium? 

  • Would you like more engagement from your current customers?

Once you determine your purpose for using social media you can set goals and objectives for what you want to achieve. These will also help to measure your success and plan more effective ongoing strategies.  

Create a bio for your business: on most social media sites there’s an option to include a short business description. This is crucial so other users can find you and understand who you are immediately. Write two or three sentences describing your business and the value you can offer. Don’t forget to add your web address.

Choose a social media site: examine the characteristics of each site to determine which one best suits your goals and business values. For example, if your goal was to make new business contacts, perhaps LinkedIn would be ideal.

What content will you share? Sharing interesting and valuable information will get you more followers and prompt engagement. Your objectives provide a good guide for what information to share. 

For instance, if you’re aiming to be seen as an industry expert, your posts should relate to your industry and be highly useful and informative. If you need to find more social media strategy examples and content ideas, take a look at your competitors to see which posts are working.

Customers feel a stronger connection to a business and its services by interacting through social media.

Social media waits for no-one

Further considerations include:

How will you engage your followers? How can you get your followers to participate in a conversation with you? This could be by posting valuable content, asking questions or commenting on their posts. Engagement and communication is a two-way street – if you make the effort your customers will too, thus building stronger relationships.

How will you know if your strategy is successful? By monitoring and measuring usage, you’ll discover which actions get the best results. If necessary you can quickly change tactics to get better outcomes. You could develop your own system or use a paid or free social media monitoring service.  

Who’ll manage your social media accounts? Social media management is a PR and communications discipline, so if you don’t have a qualified person within your organisation, think about outsourcing it to a reputable agency.

And do you have a social media policy in place for your employees? A great social media strategy for your business could be compromised by individual use.

Catriona Pollard

Catriona Pollard

Director of CP Communications

Catriona founded CP Communications in 2001 and has built it into one of Australia’s leading PR and social media agencies. Recognised as an industry influencer, Catriona is an international speaker and trainer, author and popular media commentator.

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