You’d love to spend dozens of hours per week curating lovingly crafted social media posts about your industry, but as a small business owner, you don't have the revenue — or the time — to justify that level of focus on your social media activity. We all know how crucial it is to have a presence on social media networks, but setting up and maintaining those accounts takes time, money, and effort that you probably don’t have. What can you do to engage your customers, if this is your situation? With as little as an hour a week, you can enter the social media arena and establish your footing to launch your social media presence.
1. Develop your plan.
Give yourself a short period of time to do some research. Feel free to spread it out over a few weeks if you need to, but look at your competitor’s social media presence then look at social profiles of companies or brands you admire.
Compare and contrast and, using those notes, define what you would like to accomplish with your social media presence. Determine how your use of social media will further those goals. Feel free to be selective as to which social media sites you will use, after all, you only have a small window of time to do your social media work, so each punch has to pack a wallop.
2. Use a social media management tool.
A good social media management tool is worth its weight in gold. I use sproutsocial.com and Hootsuite.com These tools allow you to do much of your social media management on one screen and keeping everything under one umbrella so that you spend your time on the active part of social media rather than the passive.
Your social media management tools should allow you to post across sites, schedule posts for a later time, find content to share, and alert you to any conversations that may need your voice. Avail yourself of all these abilities and you will see your efforts rewarded. It may take you a while to find a system that works, but keep at it until you have method that makes it easy to post.
3. Have a schedule.
Using your time wisely is critical if you only have a brief period to dedicate to social media. It is easy to go down the “click” hole and emerge at the other side with a few good links and not much else. Create a schedule for your social media time and stick to it religiously.
You might find it easier to work on your social media management in a one-hour block one day per week, or you might find it better to spread out that time over a few days. Look ahead in the calendar and see if there are times where it might pay off to concentrate your efforts. Some companies might look for popular trade shows or conventions that raise their industry into the view of popular cultures.
4. Pay attention.
You never know what will trigger a connection, so pay attention to what you come across as you go through your day. A post may be inspired overhearing a conversation at the Post Office, something you heard on the radio, or even a magazine headline at the checkout counter. Our world is increasingly interconnected, so pay attention to those moments that inspire you in your social updates.
A little concentrated effort can go a long way with social media. Focus your attention on what you want to accomplish, do it, then move on.