Social Media Archives - Page 2 of 12 - TAB Corporate

6 Steps to Become a Leading Social Media Influencer

Become a social media influencer.

It’s likely you’re familiar with the term, but if not, here’s a definition provided by Simply Business. A social media influencer is “someone who uses a social network, such as LinkedIn or Facebook, to reach—and influence—an engaged online community.” Such influencers “create content that has value for their community, whether it’s written or audiovisual content.”

You may already generate content that fits this description, but not leveraging it sufficiently to position your business as an influencer or thought leader. Many prominent social media influencers are found in celebrity or other cultural circles, but there’s no reason your small business can’t strive for—and attain—a reputation as an influencer, with a significant social media following of your own.

Here are tips on becoming a leading social media influencer:

Decide on your goals. There are different reasons for pursuing the status of influencer, but simply trying to magnify the number of followers on a social media platform shouldn’t be one of them. Rather, key objectives should center around how this affects your growth as a business and new customer acquisition. Think carefully about what sets your business apart from the competition and begin creating based on that distinction.

Provide content tied to what’s happening in the news. One great way to attract attention is to tailor the content you provide so it links up with what’s going on in business, culture and other news. For example, a weather-proofing business might produce and distribute a blog post entitled, “5 Ways to Protect Your Home Against the Winter Storm Season.” Whatever’s happening in the news, there’s bound to be a way to leverage events and connect them to your areas of expertise.

Restrict your offerings to one or two platforms at most. Don’t make the mistake of spreading yourself and your business too thin. The overall impact of your content marketing efforts is diluted if you try to be active on a plethora of sites. It’s more efficient to concentrate on a single (or, at most, two) popular social media platforms and strive to build a strong, loyal following there.

Quality wins out over quantity, every time. Another common mistake among businesses and individuals striving for influencer status is to bombard their platforms with too much content. “Don’t just post for the sake of posting,” advises social media marketing expert Brandon Brown. A more effective strategy lies in offering content “that will bring true value to your followers,” and not appear as blatant self-promotion.

Grow and nurture your community. Becoming an influencer means actively engaging with your social media community on a daily basis. (Yes, this requires time and effort, but small businesses really can’t afford to ignore the reach and impact of social media.) Brandon Brown encourages ongoing interaction (commenting on and sharing other peoples’ posts, responding to what they say about your content, etc.).

Consistency is key. Getting involved in social media—whether or not you strive for influencer status—demands consistency. Your followers expect to see fresh content or retweets or other messages on a regular basis, or they’ll move on to another business with more reliable input. Again, this doesn’t mean you have to churn out “world-class” articles or blog posts every day, but you should put thought into what you post and what you want your audience to learn.

These efforts, when pursued with enthusiasm and diligence, won’t necessarily win you hundreds of thousands of social media followers (though it’s not beyond the realm of possibility). The effort will certainly increase awareness of your brand and your company, which can lead to any number of prospective customer possibilities, and new avenues for growth.

Want to learn more about using social media to grow your business? Find out if a TAB Board is right for you!

 

 

Social Media: To Hire or Outsource?

social media: hire our outsource

Like CEOs and business owners everywhere, TAB Members understand the ever-growing value of social media engagement. At the same time, they often despair of finding the time and resources needed to get fully involved in the social media realm—and thereby ceding its potential market value to their competitors.

A key element of this problem is determining whether to add yet another full-time position (in-house social media manager) or bring in a marketing agency that specializes in social media. Compelling arguments can be made for both options, but it comes down to each business’s place within its industry and the assessment of just how important social media can be in terms of future growth.

Here’s a quick look at the pros and cons of the two options:

Social media agency

Pros

A social media agency has a lot to offer with respect to building platforms, generating content, posting at the right intervals and overall strategy. After all, these agencies “eat, sleep and breathe social media, and they have an array of experience across numerous industries,” notes marketing expert Jason DeMers. Such firms likely “have an understanding of which networks your company would most benefit from, and they know the ideal approach for execution of your campaign.”

Just as importantly, a first-class agency knows how to produce content on a regular basis—the type of content designed to draw prospective customers’ interest and otherwise steadily build greater awareness of your brand. They’re also experts in social media analytics, compiling and evaluating data that helps formulate a comprehensive social media marketing strategy.

Cons

The biggest challenge is, simply, the services of a good social media agency aren’t cheap. Fees will vary, but they’re often beyond the reach of startups and other early-stage businesses, as well as companies with limited budgets. An agency that contracts to provide a full range of services can run up a sizeable bill in a short period of time.

Also, a social media agency is unlikely to know the nuances of your brand, core products and services, and the audience you serve. The time involved in learning these subtleties can only add to the overall expense.

Social media manager

Pros

While it may take time to craft the proper in-house job description, then recruit and hire a social media manager, it’s still worth considering. After all, it probably takes just as long to search for and find the right social media agency. And when you go the in-house route, you get an individual who’s attuned to your company values and vision (especially if you’ve promoted from within)—the kind of knowledge that works best in communicating your message on social media.

“Having a person sit in your morning meetings, engage with your audience on a daily basis, and be privy to internal and external conversations will only make your platforms stronger,” notes marketing strategist Alex Honeysett.

An astute social media manager can, if the situation demands it, build from the ground up. This means establishing a solid foundation on platforms like Twitter, Facebook, LinkedIn, Instagram and any industry-related platforms on which your business should be represented.

Cons

Perhaps the greatest drawback with the in-house option is deciding to add “social media responsibilities” to an employee’s existing job description. As DeMers points out, when your employees are already busy, adding another task may be “simply asking too much.” This can easily “spread members too thin, leaving other areas of your work to suffer.”

It’s also critically important to hire an individual who’s well-versed in social media and has the right instinct for which platforms to target and which to bypass.

In the end, business owners must determine for themselves whether in-house or external resource is most appropriate. But we can all agree that, in 2018 and beyond, social media is a force that must be reckoned with.

Want to learn more about marketing and planning for your business? Find out if a TAB Board is right for you!