Give your social media direction with a well thought-out strategy.

Give your social media direction with a well thought-out strategy.

It is often said, “Don’t wish for it, work for it.” And the same goes for your social media strategy. Simply creating a social media profile and posting occasionally – and sometimes even regularly – will not bring you the exposure and marketing success you are looking for from the social platform. Almost every business is present on social these days, but you cannot merely be present. To truly display your brand and what you bring to the table, you’ve got to work and put intention behind that social media profile.


You can do this in the following two steps:

  1. Produce interesting and engaging content for your key audience. You can do this in a number of ways depending on your brand and what speaks to your audience. For example, you could offer advice on a topic of interest to your clients, appeal to their sense of curiosity with fun facts, or directly engage with them through fun calls to action like a caption contest. Producing a variety of content is important too; don’t get stuck in a rut. And if you’re struggling with writer’s block, check out my blog post “6 Ways to Beat Content Creation Block.” For more ideas about producing engaging content, read this article from the Boston Globe’s boston.com about creating engaging Facebook content.

  2. Create relationships with your audience, including brand partners. You cannot create all of this fabulous content and be an island unto yourself. You don’t want to be the stuffy business page that seems to be doing all the talking but none of the listening. You must engage with others and actually connect, just as you are expecting your audience to do. And when you do – the benefit is tangible. Building an organic fan base through social media is doable, and effective for almost any company – regardless of the type of product or service you offer. If used correctly, social media is the most direct, accessible and personal way a company can connect. To learn more about making connections and organically growing your social media audience, take a look at my recent guest blog for LT Public Relations.

Trust me, the hard work will pay off in the end.