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Social Media for the Everyman [Guide]

3 Oct

Are you stressed out because social media seems like an unclimbable mountain? Have you seen your competitors take advantage of these digital tools with great success? Do you wish there was a guide to just get started? Changing the Way You Work has compiled an easy to digest five step process just for you!

CWYW’s Social Media for the Everyman, is perfect for small business owners who are overwhelmed by the perceived enormity of social media. In this guide we will cover pertinent resources and point you in the direction of some excellent advice on how to effectively utilize social media.

Social Media for the Everyman

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Step 1: Observe

– Know your audience. This means establish your goals early and stick to them. Once they are defined, it is all about your audience. In the Startup Owner’s Manual, Steve Blank often harps on the importance of knowing your customer. Blank continues to say, “Products developed by founders who get out in front of customers early and often, win.” Think of your social media content as your product. In order to deliver a product your customers want, get out and talk to them! Once you have done this, it is time to put on your thinking hat and start brainstorming.

Step 2: Brainstorm 

– Analyze your audience. Is your audience on social media? If so, what social media networks are utilized by your target audience? What kind of content is consumed by your audience? All of these questions must be answered before going ahead to step three. Do some survey research with your current customers and find out what kind of content they would like to see from you. Check out sites like Social Media Today or Marketing Profs for more information on getting to know your customer. Remember this is social media, so the content must actually come from a living person who will interact with other users. After this research, write EVERYTHING down and move on to consolidation.

Step 3: Consolidate 

– Step into the audience’s shoes. Now that you understand your target audience, it is time to start thinking like them. What kind of content would I want to see if I was a customer? What kind of content is provided by the competition? Is it engaging? After all, content is king and consistency is essential to your content getting to the throne. How often would your customers like to see you posting? If consistency of content is an issue, we recommend a tool like Buffer. This social media tool allows you to schedule your posts ahead of time and is an excellent tool for all of the busy small business owners who don’t have the time to write new content everyday.

Step 4: Deliver 

– Speak to your audience. Now that you understand your audience’s needs, it is time to move on to the fun part, posting your content. Determine a realistic posting schedule from the get go. Keep in mind, while this is advertising, it is by no means passive. Interaction and engagement are essential to successful social media implementation. As you deliver your content, be transparent by responding to comments as often as possible. A great book for everyone to read on the topic of social media is Michael Hyatt’s book, Platform. It contains everything you need to know about building a successful online platform and is essential reading for anyone trying to get a better handle on the world of social media.

Step 5: Assess 

– Research your audience’s response. You have done everything up until this point and are delivering consistent content to a semi-engaged audience… Now what? Assess your performance and look at your goals. Are your goals still realistic and achievable? Do you have new goals? The assessment step is essential to your plan’s success. Without it, your online presence will not continue to improve. Make use of online monitoring tools like Google Analytics or the analytics tool in Buffer to see where your customers are coming from and how engaged they are with your content. Once you have redefined your goals, return to step two and repeat.

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These steps, while not comprehensive, will get you on your way to establishing a social media presence. For the full effect, we strongly encourage you spend extra time in the “consolidation” and “assessment” phases. These phases are essential to focusing your plan and speaking directly to your target audience. For further inspiration in the art of focusing we suggest the biography of Steve Jobs. Known for his short temper and genius, Jobs was even more famous for his ability to cut the fat. Learn from his example and do the same to your social media strategy.

We hope you enjoyed our guide of Social Media for the Everyman. If you have any suggestions or a different opinion please comment! We would love to hear from you.

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