Getting Analytical

One of the biggest challenges with being online is having the time to manage it.  Whether it is posting to Facebook, updating your website or answering emails, these activities take time.  One of the things that gets overlooked is taking an analytical approach to your online persona.  From Facebook and LinkedIn Insights to Google Analytics there are a number of free analytical tools for you to use to track your visitors and their interactions with you.

And you’re doing more than just watching.  If you learn from your Google Analytics for example that 90% of your website visitors are coming from Facebook then you know you need to prioritize keeping your Facebook page fresh and up to date.  If only 5% of your web traffic comes from Facebook then perhaps you need to take a closer look at how you are using the medium and consider changing your strategic approach.

Being strategic doesn’t have to take a lot of time and it doesn’t require the purchase of fancy tools.  But it is important and may be the most important few minutes you spend on your business this week.

A Second Look at Pinterest

Most of the focus on Pinterest from a business perspective has been about not being left behind. Companies who have made great gains in being “ahead” of the social media curve rushed to sign up in fear not having an account will make them appear behind.

Now that some time has passed, companies are starting to use it more effectively as a brand building tool, using it as a way to further engage their followers and fans and promote goods and services.

There is another way that companies and organizations can look at Pinterest however, which is as an internal tool.  Using Pinterest to track relevant articles and studies, vendors and providers can help strengthen your employee communications.

Organizations who don’t know where to start with Pinterest should consider starting the same place you would as an individual: what are your interests, passions, areas of expertise.  And then, just start pinning.

Why Don't They "Like" Me?

One of the biggest frustrations companies have with Facebook is the number of “likes” they have.  Small businesses especially are able to accrue some number of likes quickly by reaching out to family and friends but find building beyond that initial base challenging.  Here are a few ways to increase the number of people who like you:

• Offer “fan only” content – by providing information, photos etc. only to those who “like” your page will help convert people who were already aware of your page but just hadn’t taken the next step
• Study your insights – Facebook does a good job of letting you know what posts your viewers engage with.  Take note of the type of post, the time of day, day of the week and make edits to your Facebook posting calendar accordingly
• Consider running ads – the big brands do it all the time and since you control your daily spend and can target people by interest, location and more advertising on Facebook can help drive traffic to your page
• People love contests – even if it has a small prize, consider running a contest from the Facebook Page (make sure you review their terms and conditions first).  Contests are a great way to gather lead information, increase your “likes” and improve the overall virality of your page and your business

Facebook isn’t rocket science, but an effective page does need time and tending to yield results…and who doesn’t want to be “liked”?

The Value in Social Media for Non-Profits

Fundraising used to be about who you knew.  How many envelopes you could lick or phone calls you could make.  Social Media has changed all that.  With an integrated social media strategy non profits are able to leverage not just the value of the people in their network, but all people connected to those in their network.

When a non-profit is able to have a post they make in Facebook for example shared by even a small percentage of their followers their message can quickly gain traction yielding donations, volunteers and a deepened knowledge of the brand.  The far-reaching possibilities of social networks makes jumping in appealing.  As with anything however without a strategic plan in place and a commitment to keeping content fresh and up to date social media can work against you.

Before you start blogging, pinning, following or tweeting understand who your audience is, what your goal is and what you plan is.  That way you will know how deep the water is before you jump in.

Twitter Tweets

Many businesses use Twitter as a tool in their marketing arsenal.  And some use it with great success.  However for a small business just entering the social media landscape it can feel overwhelming, and if not executed as part of a larger strategy can feel haphazard to customers.   If you think your business should be on Twitter, then start small.  Open a business Twitter account.  Chose a background that works with your company colors and upload your logo as your image.  If you are still feeling motivated do a search to see what other local companies or people relevant to your business are on Twitter and follow them.

Now, just sit back for a few days and read the Twitter stream.  See what people are saying, notice what is being re-tweeted (RT), and decide on your messaging.  How are you going to use Twitter?  To promote products or services? To share relevant news? To announce job openings?  To give your company a more personal feeling?.  Once you have a direction and are feeling comfortable with the language of tweets (@, #, RT) then jump in and start tweeting.

The Social Media Landscape

Small businesses face many challenges, and owners and employees wear many hats.  When it comes to social media the big question businesses face is how to engage with this new and always changing channel.  Here are a few things to keep in mind when you are thinking about launching, expanding or overhauling your social media presence:

• Think about your business.  What do you do?  A restaurant should have a different social media strategy then a law firm.
• Think about your goals.  Why are you engaging with social media?  Are you trying to build awareness? Increase sales? Drive traffic to your website?
• Think about your options.  Facebook, Twitter, Flickr, Tumblr, Pinterest-you have options.  Which make the most sense for your business and your goals?
• Remember that social media is a living thing.  It doesn’t help your business to be everywhere if you are not keeping those sites up to date.  Start small and commit to keeping content fresh and up to date.

Pinterest Interest

If you are anything like me you heard about Pinterest, probably from a friend raving about how wonderful it was.  You signed up, and found yourself slightly confused…how exactly do I use this?  Why would I use this?  But then it starts to make sense and you start pinning vacation ideas, cloths you like, crafts you will never complete.

Pinterest has already proven itself a powerful tool.  It has grown faster than any other social media site in such a short period of time and companies and organizations are trying to find ways to make it work for them.  If you are a small business looking to keep your social media presence fresh you can’t overlook Pinterest.  Here are a few ideas on how to proceed:

• Pin things that are relevant to your customers
• Make sure you categorize all your boards, this is how people who are not directly connected to you will find you
• Take the time to seek out your Facebook “likes” and follow them if they are on Pinterest…just as people do on Twitter they will follow you back
• Use the “tweet my pin” button after you post one…you will never have complete overlap between all your social media sites…that is why playing in all of them is important
• Like other people’s pins and re-pin…just make sure you change the comment of the original pinner to something relevant to you
• Don’t over think this one…if something is relevant to your business, your customers, your community or is just plain cool…pin it