Social Media Must Knows

Social media has transformed what we see and when we see it. Different platforms are used for breaking news, social justice activism, global PR campaigns and yes, selfies. Maintaining a social media presence is not merely an option for businesses, it’s a necessity. But which accounts work best for your company? How do you improve engagement? What does it mean to have a social media presence with a conscience? We’re taking a look at what makes the most sense for small business social media marketing.

General Best Practices

Authenticity is non-negotiable. Social media has evolved and so have its users––the market is oversaturated with indistinguishable, overproduced #ads that consumers scroll right past. The average instagram user only watches 3-10 seconds of a video before losing interest, so whatever components set your business apart need to be made immediately clear––and compelling enough for the viewer to keep watching. The same principle applies to copy and imagery: both need to be original and genuine. Whether you’re a social media novice or expert, authenticity will always be the best policy.

Best Platforms for Small Businesses

Most e-commerce or physical product-based businesses rely on a more visual appeal than service-based businesses. However, Instagram is a good idea for both genres. For primarily e-commerce brands, maintaining Instagram, Facebook and Pinterest accounts is recommended because these platforms are built for visual presentation. For more service-based businesses, having Instagram, Twitter and LinkedIn accounts work best because the platforms are most suitable for customer interaction, article sharing and providing frequent, engaging tips and updates.

In general, having a presence on multiple social media platforms is always a good idea. It’s better for SEO and it’s easier for clients to find you, follow you and share your content. When you have all of your accounts set up, make sure they are branded cohesively. That means using the same profile photo, same bio and same handle. Ultimately, your social media platforms are resources for your clients. Make sure to connect and respond with followers and ask questions through status updates and stories.

We asked our own Fearless social media coordinator which platforms she relies on. “For business, definitely Instagram. There are so many ways to create compelling and engaging content and you can reach people you wouldn’t otherwise be able to reach,” she says. “Also, Instagram makes it easy to gain ideas from your followers through the discovery tool.”

What’s Different in 2020

Look, we are positioned in a very unique national and global moment. Part of being authentic on social media means acknowledging the environment. Don’t pretend there isn’t a pandemic going on. Don’t shy away from advocacy. Don’t feel like speaking up against racism is “off brand.” Affirming your allyship is the most on-brand move you can make! Everyone is thinking about these issues, so your business should be speaking on them. Employ compassionate communication strategies and adjust your marketing to reflect your company’s values––this will resonate with your audience and gain their trust.

Quick Tips to Get Started

Instagram:

• Post 1-2 times per day.

• Make sure you’re using a business account (as opposed to an individual user account). It’s easy to switch your account to a business profile! You can do so in settings.

• Include 10-15 hashtags per post and use imagery that elicits emotion.

Facebook:

• Post 1 time per day.

• Use a “viral” headline in your post. Examples include a list post (10 Ways to…), a “How-To” post or a personal experience post (How I Turned My Failure into Success). Or, combine a few: 15 Things I Learned from Failure and How to Bounce Back.

• Use a “vanity” or personalized Facebook URL. Example: facebook.com/fearlessintrainingofficial

LinkedIn:

• Post 1 time per day. Join and start LinkedIn groups to network and attract new clients.

• Share content and post articles that link back to your website.

Twitter:

• Post around 15 times per day (including retweets).

• Use multimedia: images, videos, GIFs, etc. to increase engagement.

• Take advantage of high-traffic hours. This will depend on your specific audience but in general, tweets posted on the weekend have a better click-through rate; during the week, tweets posted between 12-3pm work best.