{"id":6945,"date":"2014-05-17T10:00:00","date_gmt":"2014-05-17T14:00:00","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=6945"},"modified":"2020-03-30T19:07:30","modified_gmt":"2020-03-30T23:07:30","slug":"social-media-working","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/professional-development\/social-media-working","title":{"rendered":"How to make social media work for you"},"content":{"rendered":"

Anybody can sign up for a social media account and understand its general premise. Does that make you capable of using it for business? Like anything in business, social media (done right) requires extensive experience and understanding of people, some technology and \u2014 most importantly \u2014 marketing.<\/p>\n

Primarily, social media users fail in one of two areas: understanding that social media fits into the larger part of a company\u2019s overall marketing goals, and the ability to see correlations between\u00a0activities on social media and quantifiable ROI. (Like in grade school math class, you don\u2019t get credit if you don\u2019t show your work.)<\/p>\n

You \u2014 or your social media marketing \u2018pro\u2019 \u2014 might be using social media the wrong way if:<\/p>\n

\n

You don\u2019t measure ROI<\/h3>\n<\/div>\n

Utilize\u00a0basic tools like Facebook analytics (which is free, by the way) to understand what your customers really respond to. Notice whatever seems to help you generate more likes, clicks and reach. Then, use tools like Google Analytics to see how the traffic is converting on your website. If you want to get a bit more robust, try simple, yet powerful analytics tools like\u00a0Simplymeasured.com<\/a>. They will help you stay connected with your audience and keep them interested, as long as you can interpret them correctly.\u00a0<\/b><\/p>\n

\n

You call yourself a \u2018guru\u2019 or something similar<\/h3>\n<\/div>\n

Keep your titles professional, people. Using a term like \u2018guru\u2019 usually screams that you\u2019re a refugee from another industry and don\u2019t really know what you\u2019re doing. Anybody who has been in the marketing industry wants to create a professional appearance. Let others call you a guru if they\u2019d like.<\/p>\n

\n

You\u2019re not working with other departments in the business<\/h3>\n<\/div>\n

Social media marketing is most efficient and effective when it\u2019s coordinated with your company\u2019s branding team, email marketing team, advertising team and other various marketing departments. For instance, your web\u00a0marketing team can help drive your social media communities\u2019 growth by linking back to your company\u2019s social networks. Alternatively, you can gain potential leads that can convert into sales by driving traffic back to the website through content marketing. If you create original content and you work intra-departmentally, you will then be a social media rock star.<\/p>\n

You are not identifying key influencers or competitors<\/h3>\n

<\/b>Social media is a\u00a0great portal for identifying\u00a0potential allies and competitors. Keep an eye on your competitors to see what they\u2019re up to. Make sure you add them to a private list on Twitter and don\u2019t follow them, because then they\u2019ll know. Use tools like\u00a0Followerwonk.com<\/a>\u00a0to identify key influencers who may be\u00a0driving the conversation in your industry. Interact with the influencers and try to involve them in various social media programs that you run. Soon you\u2019ll have people adding you to their secret Twitter lists.<\/p>\n

\n

You use a tweet-by-tweet strategy<\/h3>\n<\/div>\n

It\u2019s easy to sign up for a social media account. The real magic happens when you have a strategy. To create a one, you must learn to understand what your audience needs through analytics, then implement a process that drives measurable ROI. With this strategy, you can plan out social media initiatives like contests. Ensure that they are successful by planning appropriately and implementing flawlessly. If you\u2019re running a\u00a0social media program but you don\u2019t know what you\u2019re going to accomplish next month, you are doing it wrong.<\/p>\n

\n

You don\u2019t build relationships or listen<\/h3>\n<\/div>\n

Social media is all about relationships \u2014 that\u2019s why it\u2019s called \u201csocial\u201d media.\u00a0 It will draw engagement, encourage brand advocacy and keep customers happy. To build these key relationships you must listen to your fans\u2019 needs. \u00a0They will do some of the work for you, but you need to treat them right.\u00a0 Some businesses talk too much on social media. This comes across as \u201cspamvertisement,\u201d and their fans tune out. If a proverbial tree (your content) falls in the woods (into the newsfeed) but nobody cares, did it really happen?<\/p>\n

Find out why people like your business by listening to them. Build your community around that.<\/p>\n

The\u00a0Young Entrepreneur Council (YEC)<\/a>\u00a0is an invite-only organization comprised of the world’s most promising young entrepreneurs. In partnership with Citi, YEC recently launched\u00a0StartupCollective<\/a>, a free virtual mentorship program that helps millions of entrepreneurs start and grow businesses.<\/p>\n","protected":false},"excerpt":{"rendered":"

Anybody can sign up for a social media account and understand its general premise. Does that make you capable of using it for business? Like anything in business, social media (done right) requires extensive experience and understanding of people, some technology and \u2014 most importantly \u2014 marketing. Primarily, social media users fail in one of […]<\/p>\n","protected":false},"author":1180,"featured_media":6994,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43902],"tags":[],"class_list":["post-6945","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-professional-development"],"acf":[],"yoast_head":"\nHow to make social media work for you<\/title>\n<meta name=\"description\" content=\"Anybody can sign up for a social media account and understand its general premise. 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