Nicole Fallon is a small business owner with nearly a decade of experience overseeing day-to-day business operations. She and her co-founder self-funded their company and now lead a team of employees across multiple disciplines. Fallon’s first-hand experience as an entrepreneur running a staffed business has given her unique insight into startup culture, budgeting, employer-employee relationships, sales and marketing, and project management.
At Business News Daily, Fallon covers business technology like payroll services, CRM solutions, document management software and POS systems, along with related finance, sales and marketing topics.
Fallon’s business expertise is also evident in her work with the U.S. Chamber of Commerce, where she analyzes small business trends. Her writing has been published in Forbes, Entrepreneur, and Newsweek, and she enjoys collaborating with B2B and SaaS companies.
Your content strategy for social media needs to change constantly — not just because of various platforms’ algorithms but also because of evolving consumer interests. What worked in the past may not work for you now, or vice versa. Kerpen recommended using a trial-and-error approach to learn what kind of content is the most effective for your audience.
\n“The best way to use social media for feedback is to test your content,” Kerpen said. “Look at what’s getting liked and shared and what’s not. Try two different messages to see what works best. Throw it out there, and be unafraid to play [with different strategies].” [Read related article: Social Media for Business: Marketing, Customer Service and More]
\nWhile the specific content you craft may be different across networks, the one element that should remain consistent on every platform is your brand voice. In many cases, social media is your first line of communication with customers, and the voice you use there is a big part of their impression of your brand.
\nFor this reason, Ghosn strongly advised against assigning social media tasks to an intern or a random staff member who happens to have the time to take on extra work. Instead, select a person who is very involved with and committed to your brand and truly knows how to articulate your company’s voice well on every social network you use.
\nSocial media is “not an afterthought,” Ghosn said. “It’s a central part of your voice, especially with millennials. Millennials expect authenticity and real-time feedback, and there’s no better way [to give that] than through using the right social networks. Even Gen X is increasingly more literate around social media and expect you to be more polished.” [Get tips for marketing to millennials.]
\nTemple, the panel host, noted that one of her company’s most significant errors early on was utilizing a social media manager who hadn’t mastered the brand voice.
\n“We hired someone who didn’t have my voice and didn’t have the [same] connection with customers,” Temple said. “It was our biggest mistake.” Social media has to be top of mind if it’s the only connection you’re going to make with customers, and it “has to be on point,” she said.
\nLike your brand voice, your brand values need to come through clearly and consistently across all areas that make up your online presence. Your first step in articulating your brand values on social media is to determine what they are.
\n“You need to figure out who you are first, before you share it with someone else,” Ghosn said. For example, think of words and images to describe your business, and look at other brands that have figured out what they want to be.
\nWhen you look at a social media profile, “you should know right away what a brand stands for and what it’s all about,” Kerpen added. “Coca-Cola stands for happiness. GE stands for innovation. Think about what you stand for and how to express that on different networks.”
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