Tag Archives: small business

Implementing Social Media like a Champion Golfer

This past month, Rory McIlroy won two golf tournaments, including The Open Championship at the Royal Liverpool Golf Club. After raising the Claret Jug in his victory, he was asked about the approach he took during the tournament. The two words he keep in his mind were “Spot” and “Process”. When trying to reach victory with your social media efforts, Rory’s approach can be words of wisdom.

Spot – There are some Social Media Professionals that claim you should be on as many social media platforms as possible. “If you have content to share, your company should be there!” But as in golf, it is more important to hit your target (market) than to spray your message all over the place. First step would be to assess your target market and determine which social media channels your target market are most likely to be active. This would be similar to a golfer assessing their yardage, the wind and determining which club will allow them to hit the right shot to the right spot. With the proper social media channels chosen, you can be efficient with your time and message. If you are unsure what social media channels your target market is active, look to established competitors and see which channels they have active communities.

Process – With your Spot determined, we need to implement your social media strategy. For small businesses looking to get started, my suggestion is to simplify your process. This would be your “Grip it n’ Rip it” approach. The keys to this process would be Content Curation, Distribution, Monitoring and Engagement.

Content Curation – Develop and Discover content that will be highly shareable to your audience. Remember to the live by the 80/20 rule and stay away from straight selling. No one on social media wants to see “Buy This! Buy That!” content. Try developing content that shows the company’s personality and expertise.

Distribution – Post this content to your primary social channels. If you have more than two primary channels, consider using a social media distribution platform like Hootsuite, SproutSocial or Buffer. These platforms also offer content suggestions based on your industry and interests.

Monitoring – As your content is distributed, continue to monitor for your communities reactions and whether there are interactions that need to be regulated or questions are asked directly of you. Sometimes these questions or concerns can lead to sales opportunities if responded to promptly. Included in the monitoring phase would be monitoring analytics to determine effectiveness of content and time of distribution.

Engagement – As you monitor your communities, look for signs of content engagement. Likes, comments, shares, retweets, +1s are all signs of content engagement. Comments can be a great way for your business to have conversations with your customers. Keeping an eye on shares can also direct you to conversation about your company or industry that may happen outside your company page.

This would be a simple social media Process that can help you hit your target. For more advanced approaches, I would recommend reviewing the blog article from Social Media Examiner, “26 Tips to Create a Strong Social Media Content Strategy

For questions on how to get started with this process reach out  to us through our Contact Page

Images courtesy of Rory McIlroy Facebook


Why Facebook’s change to its Promotions Policy is a HUGE deal… to me!

This week, Facebook has decided to FINALLY loosen their promotions policy to make it easier for small business owners to run promotions on their Facebook Business Pages. The reason why this is so important is simple, I no longer have to feel like an idiot when I tell a client “We can’t offer entries into a promotion for likes on your page”. Every single time I would say this, they would look at me funny and say, “everyone else is doing it and it seems to work, why can’t we?”. My main clients at this time were insurance professionals, so I would say to them,”I don’t feel comfortable suggesting a strategy that maximizes your risks on Facebook, to someone whose job it is to minimize risk for their clients.” my short answer was always that it is (was) against Facebook policy and could be grounds for your page to be removed. I had this discussion with so many of my peers on whether you suggest running a promotion for Likes or follow the policies as they are written. Now there are only a few small restrictions and those are more common sense than anything else.

Highlights of the new Promotions Policy:

  • promotions can be run on a Business page timeline or post; they no longer have to be run on third-party apps (however they still can be if you prefer those tools);
  • you can now use Facebook features to gain entry, such as “like our page”, “comment on this photo” or “message us with your email”; however,
  • you cannot ask participants to Tag friends in order to enter or run the promotion on your personal profile. Pages only.

Companies such as Woobox and Heyo have made a market for third-party apps that administered promotions according to Facebook’s previous policy. I think it was only smart of Facebook to make this change for two reasons:

  1. there was no logistical way to enforce the old policy and
  2. they now put the power of the promotion strategy back within the premiere functions of Facebook.

This makes a much easier, therefore better, user experience for both the consumer and business. Below is the link to the new Promotions Policy and the announcement. Please feel free to check it out and let us know if you would like help with your next promotional campaign on Facebook.