Social media presents a unique paradox for business owners: the challenge of maintaining personal privacy while leveraging these platforms for business growth. This chapter aims to provide comprehensive guidelines for effectively using social media in business.
Strategic Use of Business and Personal Profiles
- Distinguishing Between Business and Personal Use: Traditionally, the advice has been to separate business and personal posts using respective profiles. However, a more nuanced approach is now recommended. Utilizing both personal and business profiles for your business can be advantageous.
- Leveraging Personal Profiles for Greater Visibility: On platforms like Facebook, personal profiles often enjoy more visibility than business ones. However, they lack the advantage of being indexed by search engines. Therefore, a dual approach, employing personal and business profiles for your business content, can yield better results. Converting your personal profile to “professional mode” will garner more views for your profile.
- Public vs. Private Settings: Setting your account to private or restricting your posts to friends only significantly limits your reach on social media. For effective business traction, public visibility is a must.
Choosing the Right Platforms
- Maximizing Platform Use: It’s beneficial to post content across as many platforms as possible to optimize your social media presence. This increases your visibility and reach.
- Targeting Client-Focused Platforms: Identify and focus on platforms where your potential clients are most active. Being present on these platforms is crucial for engaging with your target audience.
Efficient Social Media Management
Developing a Marketing Calendar: Time management and planning are essential for handling multiple platforms. A well-structured marketing calendar is your best tool for this. It should include:
- Key Holidays and Events: Mark all relevant holidays and notable dates that align with your business.
- Planned Sales and Promotions: Document all the sales and promotional events planned for the year.
- Webinars and Events: Schedule all your webinars, masterclasses, and other events in your marketing calendar.
Batch Creation and Scheduling: Create your social media posts in batches to maintain a consistent theme. Utilize scheduling tools to plan your posts for the entire month.
- Spontaneous Posting: Besides scheduled posts, feel free to post spontaneously when inspiration strikes. This could include LIVE videos, photos from events, or interactions within your community.
- Evergreen Content: Develop and schedule evergreen posts (content that remains relevant over time). These posts can be reused and scheduled to appear regularly, ensuring a steady content stream.
In summary, a strategic approach to social media involving using both business and personal profiles, selecting the right platforms, and efficient content planning and scheduling can significantly enhance your business’s online presence and growth.