Everyday a new report on social media is published; many seeking to provide the definitive, albeit elusive, answer in the search for best practices in social media. Using survey responses, case studies and analytics to support their claims they attempt to shine light on the strategies and tactics that lead to greater brand recognition, more web traffic or more business opportunities. What few reports or observers fail to emphasize is the fact that there is no one way to successfully navigate the social media waters. The technology and user familiarity are moving too fast; methods and tactics used today may be entirely obsolete in two weeks. Additionally, depending on company size and vertical focus the strategy is – and should be- very different. While patterns may be deciphered from this early research the best way for you to start building your social media is to be here now.
While it is wise to do a little research into how companies have previously used social media streams the best investment of time and brainpower is in staying in tune with your daily social media activity and returns. At the very outset of your quest for social media relevance identify three or four attainable goals; for example, increase web traffic 10% or acquire two new actionable sales leads per week. Then use these goals to dictate your daily use of Facebook, Twitter, LinkedIn or whatever your preferred service may be. Each day be mindful of how your social media actions may influence your goals. Note any response or feedback you get in a spreadsheet. You will find yourself adopting a social media rhythm based on the behaviors with the best results and over time you’re notes and hyper awareness will build an organic sense of your company’s social media niche and potential.
Obtaining a sense of purpose and direction within your social media activities provides a solid foundation on which you can build a more complex strategy. Being present in the ebb and flow of your brand’s social media relevance may reveal opportunities unique to your company and audience. It is that dynamic conversation that makes social media such an exciting new territory for business development. Immediately investing a great deal of time and money into a more advanced social media campaign may overlook the more nuanced relationship your company has – or could have- with a wider audience.
Keep in mind, this is just a starting point. Eventually, if your social media efforts prove successful, you will want to expand your strategy; incorporating the basic information you have gathered with higher-level tactics. But, when you’re just starting to explore the social media waters keep it simple and stay tuned in to where you started and how you’re progressing. It will make it easier for you to determine the directions you want to pursue. There aren’t any secrets to social media that you can’t figure out if you dedicate yourself to a mindful daily practice.