Anyone can post “Stuff” on your social media platforms. BUT, can anyone can make your platforms engaging and successful with just “Stuff?”
“I want to have you do it all!”
That works – up to a certain point. Here are some tips for Business owners who need their social media managed by someone else…
Keep them in the know!
Stay in touch with whom you have hired to manage your social media. Once a week or so you can call, email, IM, send pictures, whatever, but let them know what is going on with your business. Why? Because that is what your fans want! If your Social Media manager is not engaged with your business happenings, then your fans aren’t either!
Client A – busy regional rep who usually says no more than 3 words in his emails to me, but he does have a weekly newsletter he sends to his reps that gives plenty of content in what is happening with his company. Occasionally he sends a snapshot by his phone of a presentation or event. No message with the picture – he knows I know what to do with it. They aren’t the best quality, but who cares?! Picasa and Gimp are my best friends and can make anything look better! Crop a little, brighten a little, whatever! The important thing is showing fans what’s up! He’s also told me which Facebook pages he follows and the kind of information there I can share on his page. I keep him informed of ideas or changes and any fan comments he should address. His pages are growing steadily in fan base!
Client B – A specialty retail mom and pop store owner that has zero time for anything but running his business. He chose me because he knows I have history and career experience in his type of retail – in customer service, operations and marketing, so he can trust me to knowledgeably convey their expertise and niche to their fans / customers. Also, with my marketing background, I help him with marketing ideas, newsletters and event announcements. All of it can get re-purposed on Social Media. He has also provided me with the links to all his vendor information for marketing images / videos and customer testimonials. That’s a lot to work with! And despite his not really knowing anything about social media, we work great together because I don’t waste his time asking a lot of questions. I occasionally shoot a one-line email of what I would like and he replies on the spot. Done! He is getting a quick rise in likes after starting from scratch and the fans love the images and information. Some day he’ll start making videos… sigh… that will be awesome for his social media!
Client C – FAIL. I seriously think this client thought they didn’t have to supply me with any information at all and I was supposed to magically know what was going on in their business and yet still get fans excited! If I were psychic, I’d open shop! But I’m not. In addition, they had a one page website that was only a contact form for ordering. No information, no pictures, no prices, nothing. No newsletter, no marketing materials, no links for information of any kind… When I first signed on, they said a complete website was in the works, they got a new camera for product pictures, and I would be flooded with pictures and information. Never happened. The website hasn’t changed since the way it was months ago, one set of pictures (about a dozen) showed up once. All of my inquiries for information to share on social media for the business – ignored. We went our separate ways.
Hope this is helping with perspective…
Is this shedding any light on what a marketing relationship needs? I hope so. When I watch Mad Men, I realize Madison Avenue marketing was all about creating a new image for a product or company to help spark new sales. Making stuff up based on a conjured image. That is not what Social Media is about.
Social Media is NOT about creating a NEW marketing image. It’s about REVEALING your current image. Your messaging is about sharing who you are, what you are about, what’s happening, what’s new, your plans for the future, what your customers think of you, business anecdotes, emotions exchanged, what your customers are buying, your observations, pictures, and anything and everything that would go in a scrapbook!
It’s the REAL stuff. Not made up.