We’re believers in the power of sharing. We love telling the world a little more about our business each day and listening to what others have to offer. And we’re passionate about helping our clients make the most of every new blog, wall post, tweet, or pin. As the social media landscape evolves minute by minute, businesses and brands must continue to optimize. Stick to these social media resolutions for 2013 and start seeing improved ROI from your social media investment.
Get Your Story Straight
Take the time to remember (or find) your brand voice. Know the story that makes your brand special and how that story gets told. Develop a content strategy that reinforces and expands that story. Stick to content that tells little bits of that broader narrative—one piece at a time. Let that content remind people why you’re different and valuable every time you speak up.
Pick & Choose Your Channels
Being everywhere at once can dilute quality opportunities to connect with and build your social customer base. Even if your competition jumps head first into, let’s say Pinterest, you don’t have to. Especially if you’ve done your homework and know that your customers aren’t going to be pinning any time soon. By resisting fads and Johnny-come-lately services, you’ll stay focused on reaching your most attentive audiences. You’ll want to keep an eye on the latest developments in social media services and communities, but resist the urge to commit until you know you’re working with a proven impression maker.
Publish Better (Not More) Content
Many consumer and B2B brands talk simply to be heard. If you fix elevators or sell antiques, a Facebook wall post asking people how they’re ringing in the New Year does you little good. Instead, work on publishing more refined content in 2013. And make it more appealing, through the power of a new medium like online video. You can create a YouTube channel and use it to connect subscribers to an assortment of branded content, including case studies, product demos, thought leadership features, and customer service FAQs. You can even share features on office culture and corporate philosophy, creating a subtle but effective recruiting device. And it’s free to set up.
Encourage Two-Way Conversations
Are your social media efforts legitimate two-way conversations? If we’re being honest, very few organizations have accomplished this two-way goal. Resolve to get there this year. Allow followers to share your content easily with others across their network. Avoid mundane posts and publish thought-provoking content instead. Give your audience the power to weigh in on important decisions. Develop in-person events and other rewarding offline opportunities. Delight your community with a surprise now and again. Finally, remember to monitor your channels for interactions. The quicker you respond to questions and concerns, the more street cred you’ll build among the masses.
Measuring only quantitative results can mean missing much of the unique value that social media offers. As you’ll find out in my colleague Chris W.’s upcoming blog about ROI in Social Media: Likes, Follows, and Retweets alone are all only surface-scratching ROI indicators. Dig deeper into what people are saying about your brand, products and services across your social media channels and use the new knowledge to retool your social strategy and content calendar as needed.