With so much out there, social media marketing can seem like a very complicated thing to manage. As always, it starts with a solid strategy and getting the basics right. There are a lot of common issues that social marketers face, so here are some of these explained.

Having a presence on every social network

This is not necessary – you need to be where your customers are. Different social networking platforms appeal to different people, as well as various industries or sectors, so having a presence everywhere will not be as targeted and specific as you need it to be. Don’t dabble in areas you are unfamiliar with – it will weaken your business image.

Consistent handles

Make it easy for people to find you, by using the same usernames across every network you are on. Using different social media handles might lead to missed opportunities, when someone tags you. Checking if your choice of username is available across multiple networks is a good idea.

Relevant content

Generating and posting content for your posts can be difficult, but by finding out what your customers are interested in, makes it easier. Following influencers in your industry is a good place to start; keeping abreast of what is trending is a good way to stay relevant. You can also ask your followers to tell you what they want to see.

Regularity of posts

There is no magic answer here. How often you post depends on a number of factors, such as resources and time. If you find it hard to come up with regular content, then post when you can, but keep it consistent. One blog a week, of good quality, is way better than numerous sub-standard posts. Content can be reposted on different networks, just remember to tweak it slightly to suit the platform, as the followers are not always the same.

Getting more followers

The simplest way by far is putting the right information in front of your follower at the ideal time. If you can get great content, that is relevant and interesting, in front of your followers, you are more likely to engage with them and gain their loyalty. Every follower has their own contacts they could potentially recommend you to, so don’t miss out on any opportunities. Use social media to drive traffic to your website.

Is bigger, better?

Having more and more (and more) contacts is not the best idea. You do not need to accept every LinkedIn or friend request. Try to acquire a following of like-minded people and build a network that has substance. Who you follow is just as important as who follows you.

Investing in social media advertising

With so much free stuff available online, it may seem crazy to pay for advertising on social networks, but it is a clever strategy. Adverts on Facebook are highly targeted, so will usually give you a return on your investment. Promoted Pins on Pinterest have good results. Find out and test what works on which platform.

Have a plan 

A calendar of what gets posted where and when makes it easier to see where you are up to and will help to align your social media marketing with your strategy. Planning ahead when you have something big to launch or announce, by reaching out to influencers, can help a post gain momentum and even go viral.

Knowing when to outsource your social media management

Deciding whether to keep your social media management internal or to outsource it is a difficult decision to make. Outsourcing will free up the considerable amount of time it takes to manage a social media strategy, while also giving you access to valuable expertise. The team at WSI have experience in all aspects of social media and would love to chat to you about a solution. Contact them by phone or email and find out more about leveraging social media.

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