Many small businesses struggle on creating a consistent and compelling social media call to action. There can be a number of reasons for this.
- Failure to articulate the mission of the business. If owners and employees cannot speak to the business’ core values and vision, the interactions will lack a sense of direction and purpose.
- Consistency. In order to build an audience, a business must be able to live up to an expectation. If posts come in a flurry one week, but the communication channels go silent the next, no real engagement can occur. Likewise, tone and content should be consistent from post-to-post so that the audience can know what to expect.
- Time. This is one of the top reasons businesses fall short on cultivating their digital farm. Social media posts and interactions are pushed aside for work at hand. Consistency falls by the wayside. Once work quiets down, posts may begin again, but if a business falls into an ebb and flow cycle of social posts, the audience will likely atrophy.
- Inclination. Some people would rather get a root canal than post a tweet or a Facebook post. If cultivating a media presence feels like “pulling teeth,” natural interaction with digital customers is unlikely to develop.
To create a strong digital presence, one should:
- Establish and reinforce the company vision and mission statement with all employees.
- Prioritize and/or delegate. If social media is part of your marketing plan, you need to make it a priority. Find the person within the company or an outside dedicated source who can manage the social media engagements so that the business can keep growing.
- Schedule posts. Source and create a content calendar.
- Analyze. Review what is creating engagement and what is being passed by.
Authenticity is the most important aspect of creating a devoted social media audience. Trust your voice and stay true to your vision.
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