3 Keys to Growth For Your Social Media Strategy

Setting up social media outposts on platforms like Twitter and Facebook isn’t exactly grunt work. The challenge that many brands face is maintaining those outposts and creating growth of these social media platforms to gain traction and catch their market’s eye.

Here are 3 keys that will promote growth with your social media strategy:

1) Is Your Market Talking $@#! About You?

You know you’re in a social media presentation when you hear the words “authenticity”, “care” and “listen”. But because these words have been so played out, but I want to share what it means from an operational perspective. It starts with setting up search phrases that are relevant to your brand. These words include your brand’s name, competitors name, product/service name, etc.

The shocking part: most people stop there!! Once you have these alerts up, listen to what people are saying about these keywords. Are the posts mostly positive? Are they negative? Do they need help with troubleshooting? Once you get a better idea of the sentiment towards the keywords, response when appropriate.

Some appropriate times are people post:

– How frickin awesome your product/service is
– How frickin crappy your product/service is.
– How your competitors are doing a bad job and the chance for you to scoop in for the sale
– Questions about your product/service/marketplace

The list goes on and on but there are many opportunities to chime in while adding value.

2) Proactive vs. Reactive

There are many cases where being proactive rather than reactive prove that your brand is human and not just another logo (PS: use humans whenever you can; your audience is accustomed to the species).

At #NXNEi this year, I had the privilege of listening to Scott Belsky from Behance. One of my biggest takeaways from his presentation was the “window of non-stimulation”. Create a list of 3-5 items that are most valuable to you. Invest 2 hours a day on deep research and thought on these focused topics.

If you’re stumped on what to share with your followers on Twitter or your fan page which is getting sour, do research on what others in your space are doing to keep their audience engaged. Being in the mindset of focusing on say 5 main objectives, it allows for a clearer mind space and ultimately, more creative ideas.

Being proactive is also necessary to be that Purple Cow. You don’t want to become a “Mr. Me Too” and post the same content and style that all your competitors are posting in. Being proactive to find interests of your audience before your competitors, for example, can lead to highly attractive content or a new, highly profitable product/service.

3) Push It to the Limit

One of the biggest fears of managers is the possibility that an employee decides to lash out on the company and posts something inappropriate on the brand’s social media platforms. As managers, you may feel that you are losing control giving too much power to your employees managing the social networks and communities. In Charlene Li’s Open Leadership, Charlene proves that by giving up control, you’re actually building higher levels of trust with employees within your company.

There has to be a culture of growth within your team and within your organization. If an employee shivers in nervousness even thinking about doing something creative for your social media efforts or any component of your business, the end result of the Facebook fan page or Twitter stream is going to be boooooring!

Set boundaries, as Charlene Li calls them “sandbox convenants”, but don’t make it concrete. Trust employees to come up with creative solutions and I’m confident your clients will thank you for the thought and care behind upcoming campaigns.

Don’t expect exponential growth from day 1. There is a lot of trial and error that goes into the success of your social media initiatives. Stimulate growth for your social media outposts by listening to what your market is saying, being proactive and pushing the limits.