As a panelist for at the Mortgage Banker’s Association’s Mid-Atlantic Leadership Conference this week, I thought I would share my answers to the questions being asked about social media
What social media services does your company help connect clients with?
We work with all manner of digital media – social media sites, review sites, websites, directory listings, basically anywhere a business can be present online, we help our clients set it up and manage it. Our clients are small and independent businesses owners who must be careful allocating their resources. In the 7 years we’ve been doing this, we have found that Linkedin works best with more personal involvement, Twitter should be set up and then connected to Facebook so everything you post on Facebook posts on Twitter, and the majority of time, attention, and funds should go to Facebook.
Do you actually help the clients engage in Social Media?
Our clients don’t have time to curate quality content, build their audience, stay on top of posting, sharing other people’s posts, commenting, and liking the posts from their referral partners – but this is exactly how a social media platform should be managed. We do this for them and keep open lines of communication. We offer training, set-up, and full-service management where we engage with their audience on their behalf.
What are some of the “Do’s and Don’ts ” in Social Media
- Do set up a business page and direct all of your professional interactions and relationships there. You can still use a personal page to help promote your business, but make your business page your platform to showcase your knowledge, expertise, products/services, and engage with clients, prospects, and referral partners.
- Do approach your social media with a giver’s gain attitude. You will get a much better long-term outcome if your orientation comes from “How can I help you?” rather thab “What can I get from you?”
- Be consistent, relevant, and audience-centered with your posts on these sites. There is no shortage of quality content from well-respected industry leaders, so share it on your page. A good guide for posting is: 3-5 times a week, varied days and times, 1 or 2 posts each time.
- Do get to know your audience and give them what they value. If you are a mortgage lender, provide content that a realtor would appreciate, if you are in the home services industry, share information that homeowners would find useful.
- Do plan to spend money on Facebook advertising, absolutely! More on that below.
- Don’t treat your social media like it was advertising! This will undermine all of your efforts. Since you are not exclusively focussed on self promotion, share other people’s valuable content 2/3 of your posts (let me know if you need help figuring out how to do that) and 1/3 can be self-promotion.
- Don’t over post or under post – too much and you will annoy your audience. I just unliked one of my client’s page likes because I couldn’t take the endless stream of hourly posts. But if you aren’t on your audience’s newsfeed at least once a week, you are forgotten, at least online.
- Don’t post anything controversial or provocative. Save your political and social views for your personal page. Its great to share activities, interests, and community events on your business page, but be mindful of the implications
- Don’t expect overnight success or a huge response without dedicating time and money to you presence.
- Don’t forget the social part of social media. Professionals who get the most benefit from social media: A. Use these platforms to connect with people they have met in person B. Ask for introductions to people they want to meet C. Share posts as an opening to connect with someone in person. Use an integrated approach, online and offline, to market and grow your network.
How do you “drive” potential clients to your Social Media platforms?
- Put social links on everything – email signatures, collateral, websites
- Specifically invite connections on newsletters and emails
- Like pages of your audience and post something complementary about their page.
- Engage in groups on Facebook and Linkedin and be helpful, not spammy
Concrete take-aways – what can we do today to start?
If you aren’t doing anything on social media, start by playing around with it. set up a business page and find your audience. Check out all the amazing content going on there and get in the conversation. See what others are doing and follow their lead.
If you are already using social media but your results could be better, develop a digital marketing strategy, set a budget, and start boosting your unique content to a highly targeted audience. Follow the Do’s and Don’ts above and have fun with it.
Let me know if you need any help getting started, keeping things going, or taking your digital marketing to another level.