There have been a lot of conversations lately around the watercooler about social media engagement. About how brands are getting less and less of it, the platforms are charging you more and more to reach your audience (in the form of advertising) and the penalties that come after advertising. There is a reasonable amount of fear going on, that brands have lost their followers, and they are right to be afraid.
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Engagement is one of the most tossed around terms in marketing. No longer is it just a phrase we use in digital marketing, now we are talking about the engagement at events, the engagement with printed collateral and the engagement of our spouse with the dishes (I have the data – the engagement is none). But what does it actually mean?
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Social media is a fantastic thing for small businesses, giving you direct marketing access to your customers and allowing your brand to be a part of their every day and every movement. Thinking back 40 years ago, brands had nothing like the access we have to customers today – but that works both ways.
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I spoke to you last week about the Part 1 of this series – covering 5 of my Top 10 Lessons Learnt from Facebook. Today, its time to finish it off and look at everything else that I have learnt as a social media manager of a number of different pages.
Read MoreFacebook, like it or lump it, is an increadibly powerful tool, whether you use it for business, to keep track of friends or simply to stalk your ex boyfriends. Most businesses, particularly those of the small-to-medium variety, have a Facebook page that they use to interact with their consumers in a very informal sense.
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The question of how small businesses can grow using social media is one that I get all the time. Most small businesses understand that they need to be using social media, they understand which platforms exist (sometimes), but how they can actually measure a return on investment, or how to use it to target completely new customer groups is another thing entirely.
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This is the question I get most often when people are starting out using a Facebook page for their business, or sending their first tweets. “What am I supposed to say? Theres no-one out there who wants to listen to me ramble on, and what am I going to tell them that they cant get from the website anyway?”
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The hardest part about the new digital world of marketing and advertising is knowing where to start. Most small businesses are one-or-two man operations, where marketing has previously been limited to word of mouth, and the occasional spotlight in the local paper. This has worked really well for a lot of small businesses, but its also a great way for your business to stay just that – small.
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