The Social Six

Social media use for small businesses is trending upward but a recent Manta survey reveals that more than 60 percent of small business owners haven’t seen a return on their investments online.

Wondering what gives?

Janeesa Hollingshed, content marketing specialist for Astute Solutions, believes small businesses are taking the wrong approach. Social media isn’t the place for the hard sell.

She recommends they follow these steps to build social currency.

Plan. “Understanding where your customers are online, schedule posts and take time to learn to use whatever tool you select to its full potential,” says Hollingshed.

Post with purpose. “Every post should have a goal. That can include driving brand awareness, demonstrating domain expertise, or leading followers to a landing page on your website.”

Use analytics. Marketing is becoming a very scientific. “I use Google Analytics to measure socially-driven conversions and Astute Solutions’ SRM for trend analysis.”

Be consistent. Hire someone who eats, breathes and showers social media. This way content creation, trend watching, blogging, following leads and other aspects of the campaign will receive the attention they deserve.

Keep calm. Hollingshed suggests avoiding arguments with customers on public social media profiles. “Always take issues out of the public eye to deal with them or at the very least, don’t engage in petty back and forth.”

Bonus PINK Link: Is your LinkedIn profile sending the right message?

Has social media changed your business?

By Sonya Washington

Kelsey is a freelance writer at Little PINK Book. Follow her on Twitter @kelsey_cruz or visit her blog Caramel City.

“Expect the unexpected, and whenever possible, be the unexpected.” Lynda Berry