Whether you like it, love it or can’t stand it, social media is here to stay. If you have been ignoring it, it’s time to take notice. If you think that your business can’t benefit from it, get your head out of the sand. We can’t think of a business that doesn’t benefit from some outlet of social media. However, it’s not what you do, it’s how you do it. Most everyone is familiar with Facebook, so we will start there. As most of you know, Facebook began as a college networking system. You had to put in your college and graduate year to even become a member. As the network grew and word spread, our parents, aunts, uncles and even our grandparents took notice. Facebook made an incredible move and allowed access to the general public. Soon after, businesses realized the opportunity at hand. They could spread word of their services, products and specials to a national audience, without spending a dime on advertising. There were fan pages, groups and likes circulating throughout the facebook community. What did this all mean and who was controlling it? Many owners dabbled in the creation of their business facebook pages. It became a contest to see how many “friends,” “likes” or “fans” they could gain. One problem though, they weren’t tracking the return of their “campaigns.” Most of them couldn’t even answer the question, “why do you care how many people “like” you? Business facebook pages began to become a popularity contest, instead of a business tool. Instead of taking a look at how many “likes” you have, take a look at the conversion rate. Are your fans being fed valuable information? Do they check your social media pages on a daily basis? A weekly basis? Or a monthly basis (ouch)? When they check your pages, what are they going there for? Many clients of ours thought that just signing up for social networking was enough to bring in clients. We’ve taught them that they need to educate their clients, surprise them with their daily or weekly material, and give them a reason to want to come back for more. If you’re paying for social media, or even if you’re doing it yourself, know your return on investment. You could be wasting valuable time and/or money.
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