I have heard some people say, "All I need for my business is Facebook."
Most businesses understand the importance of social media marketing. Some of the many benefits of maintaining a presence on social networks are:
- Readymade platform
- Very little IT skills needed to get started
- The possiblity of your post going viral
- Real time communication with followers
I could go on and on.
The problem with these networks is that they are not your own.
What if Facebook one day decides to limit who can see your brands posts?
Guess what? They already have.
Recently, Facebook introduced a new advertising gimmick for brand pages to promote a post in exchange for advertising dollars.
What this means is that not everyone can see your posts by default.
They have devloped an algorythm that sorts through what it thinks will be relevant to each user and presents them with only the most popular posts.
In other words, they changed the game. It will continue to happen.
Recently LinkedIn announced its discontinuation of its popular "Answers" platform. Many professionals had spent years using Answers to demonstrate their knowledge in a related industry.
I myself had been chipping away at it for sometime and received many votes for "best answer", and helped many people solve their problems. Some of those people even turned into clients. After all, isn't that the ultimate goal?
So how do we invest time into Social Media the right way?
Own your own platform. A well designed business website should include a company blog.
Any piece of content worth sharing with a brands audience should be posted to the website, and then the link should be shared on all the relevant social networks.
Each time a company posts on any given topic on their website, they gain another notch on the web, which helps their search engine optimization efforts as well. Imagine if a local plumber consistently wrote articles on how to solve plumbing issues. Their website is naturally seen (by search engines) as relevant to plumbing. Add in a little taste of local optimization by linking the website with your Google Maps listing, and you become the plumbing expert in your area.
So start creating content for your website, and then using social networks to share the links. If your content is good, the followers will come.
Want to learn more about what it takes to build a platform that works?