The ABC's of Social Media

By Pam McDonald

Your success with social media requires you to create a true connection with your clients and customers. Your clients and customers are bombarded with advertisements and businesses saying ‘pick me’ or ‘I am the best’.

What are you doing to set yourself apart?
You need to know the ‘why’ of what you are doing and then convey it to your clients and customers. If you can convey your why and if is it a compelling message, your customers and clients will help you spread your message. The ‘why’ must be so powerful that your audience wants to help you spread the ‘word’. Remember, social marketing is not about you – it is about what you can do or what you can provide your clients to help them succeed.

Social marketing can be successfully accomplished within your company. Being successful with your social presence is determined by building relationships with your target audience. With the use of Twitter, Facebook, YouTube, and Linkedin, you can follow most, become friends with many and network with other professionals in minutes and from the comfort of your own office.

While a lot of people do not understand the relevance of tweeting your most recent thoughts or posting what you are doing on Facebook, these actions are the building blocks for developing relationships that will build you business partnerships. People want to do business with people they know and trust. It is unlikely you will personally know every business partner you build through social networking, but you can definitely develop relationships and feel like you know each other.

Build Your Foundation
Building a foundation is key to your success in social marketing. Whether you have a social presence or are beginning to open accounts, you should consider these questions. Your answers will be the key to helping you create your profiles. To be effective with your social marketing campaign, you need to understand the “WHO.” Most companies make the mistake of analyzing their competition rather than dissecting their customers. Speaking to your customers is key, not following your competitor! Who says your competitor truly understands your customer?

1. Define the attributes of your best customers.
2. Define your brand in terms of your customer’s interests. (Why do people use your product or service?)
3. Differentiate your brand and message from your competitor and ensure you are talking to your customer.
4. What challenges or pain points do your customers face and how does your product or services address those challenges?
5. What are their biggest fears or needs your customers have?
6. What triggers your customers’ decision to buy?
7. Who else is selling to my audience?
8. What else could I offer that my audience needs?
9. How could I broaden my audience?

Clearly Define Your Unique Value Proposition

1. What is your UVP (Unique Value Proposition) to your customers? (This is your ‘elevator pitch’ and should be 140 characters or less.)
2. What is your specific message you want to deliver to your audience about your product/service? (Consider not only addressing what your product/service is, but also address how you solve your customer’s problems). Address some of the items you developed when deciphering your customer’s profiles.
3. Does your message describe why someone would want to become your partner?

Implementation
Having dissected your customers and fine-tuned your message, it is time to start or edit your social accounts. One ‘must-have’ tool is www.namechk.com where you can check all the venues for your ‘vanity URL’ and pick a name that is available on all the venues. Remember, typically your new customers visit your website last so your name consistency across all your social venues is very important.

Two last tips ~ make sure you have cross-referenced your presence in all venues. Meaning, on your website, make sure you have your Facebook, Twitter, Google+ and Linkedin accounts easily accessed. In your Facebook profile, be sure you had listed your website, show your Twitter, Linkedin, YouTube and Google+ accounts.

Last but definitely the most important, if you start, even with just one social venue, you MUST stick with it. Consistency of your posts is vital to growing your customer base. Consistency includes both your frequency and your clear message. Don’t give up. Social success does not happen overnight. You must continually fine tune your message and continually work on growing following to include your ‘true potential customers’. Once your following begins to interact and share your message, you have success and you should continue with posts that create interaction.

About the Author
Pam McDonald is a Montana native and graduated from Montana State University. Pam is a Certified Social Media Strategist with Chirping Cricket Studio. Pam's excitement grows daily as she helps clients of Chirping Cricket Studio find their voice in the social media arena. www.ChirpingCricketStudio.com ~ Pam@chirpingcricketstudio.com. 406.219.7229