1. Content is king. The saying might be overused, but it's true. Rich media like images, videos and infographics perform best on all of the social channels. Don't have many of those assets? Use sites like iStock.com to purchase images for cheap, or better yet look for free images to use, but avoid copyright issues. I promise it’s well worth the search and will increase your engagement rates. While images are engaging, headlines, blog titles, and copy are important too. You want to make sure you catch someone's eye or you'll get lost in the newsfeed.
2. Don't forget to integrate social into everything your company is doing. Just because your company has Facebook or Twitter page doesn't mean anyone knows or cares. Add social sharing functionality to your website, emails and landing pages, use hashtags at events, and promote your social presence wherever possible. Avoid creating a social media silo by integrating social media into all of your campaigns so that way you’ll get more eyeballs on your content. Now all of the platforms are making it even more difficult to be visible without paying for advertising, so integration is more important than ever.
3. You can't do it all yourself. Sure, you were hired to manage the social media channels, but it's impossible to be successful doing it all on your own. You must work with other teams for content and product information. That's not all though; identify employee advocates that are willing to help grow your presence. An employee that tweets the same exact message as a brand receives a higher engagement rate. Identify those advocates and let them help you succeed.
4. You don't need to be on every platform. Basically anything on the internet could be considered social media these days. Whether you're an individual or a team, it's impossible to keep up with it all. Choose the platform(s) where your target audience frequents and focus your efforts there. There is no point putting energy into a particular platform your audience doesn’t frequent. For instance, if you don’t have a lot of images or aren’t focused on women, brides, mothers, etc. than Pinterest probably won’t be successful for you.
5. It takes time. Success doesn’t happen overnight so don’t let metrics discourage you. With time and dedication, you’ll successfully build followings and engagement. It may feel like it’s taking forever, but one day it will take off and you’ll have more followers than you know what to do with. But remember quality is better than quantity.
6. Be responsive. As much is it might stink, it's important to respond to questions ASAP, even if it's the weekend. This doesn't mean you can't go to sleep, but it means that you need to monitor the channels on an ongoing basis. The last thing you want is a crisis on your hands. If someone is looking for assistance and you don't respond in a timely manner (within a few hours at least) then that person will be sure to tell their friends. They may even bash your brand on the same social channel they asked a question. Of course there will always be naysayers, but be smart and engage those who are really looking for help. Acting in a timely manner and being supportive may change their impression of your brand and result in an advocate instead of a protestor.
7. Don't make the mistake of using social media as strictly a distribution platform. Of course social media channels are great sources of news; however people are talking to other people. It's important to ask questions and engage in two way conversations. Make sure the content you're sharing is resonating with your audience and that your engagement rates are increasing. If they aren't, you need to change your strategy.
8. You can't get everyone in your company active in social media so stop trying. Focus on those that have a genuine interest - you’ll be better off in the long run. Those that are forced to join often fail in the social media world. Their lack of interest makes social fall to the bottom of their priority list, and therefore they are never successful.
9. Age doesn't matter! Sure, the younger generations have grown up on social media, so they may know how to use the platforms. However, they're new to the business world, and just because they use Instagram personally, doesn’t mean they know social media marketing. Some of the most social savvy people at my company are baby boomers. Don't let social media intimidate you; it's easier than you think.
10. Don't let the non-believers get you down. Social media has been around for years and it's proven that it's not going anywhere. Both B2C and B2B companies have seen success through social channels - they've generated leads, increased customer engagement, aided in the upselling process, and helped solve customers’ problems faster. Those non-believers don't understand social media, and usually aren't active themselves.