Media channels are designed to broadcast programming – but not just for anyone that happens to tune in. Channels are typically designed for a target audience that is most receptive to the content being delivered, and the medium delivering it.
Thus, managing your social media channels requires a balance – one that carefully considers the needs of your audience, while also effectively capitalizing on the unique qualities and capabilities of each channel.
The solution is a three step process of personalizing your messaging for the most relevant activities that drive your business towards greater alignment with your ideal customers.
#1 – Create Channel Identity with Personalization
Many businesses tend to use all of their marketing channels to achieve what traditional marketers referred to as impressions – the digital equivalent of click-throughs, the number of times your message was received.
While impressions may be a valid metric for consumer brands, they have little or no relevance for small businesses that depend upon personalization and interaction for bringing in new business. Unless you are an online marketer selling a low value product that is suitably purchased with one click, you should learn to personalize your messaging to achieve more meaningful engagement.
People quickly discern your intentions from what you broadcast. If your communications contain too many sales messages (think commercials), then that is the identity they will assign to that channel. Whereas, if your messaging is focused on solving specific problems for a defined community in a unique way, you will create an identity or personality that will attract a sustainable audience.
So, if you want to increase the Likes to your Facebook page, you should look no further than what you are broadcasting. Learn what they want and stay on message to build your channel identity.
#2 – Integrate Value-Added Process Steps
For each of your social media channels to have its unique identity, you will need to focus on addressing just one or two activities – preferably specific intermediate steps or activities in your business process that lead to new business.
There are many intermediate steps that lead up to the consummation of a sale. This could include such things as community outreach, customer service, or educating your community to be better buyers. Any of these could be the focus of one of your channels. The key is to focus.
For example, many larger businesses use Twitter for the sole purpose of online customer service. Frustrated consumers have learned they can often get satisfaction in this public arena where responsive interaction with business brands is expected. When you have a specific objective such as this, it simplifies and clarifies what you and your team should be sharing on Twitter.
When you apply this same concept to your other channels, you begin to develop a broadcasting mindset for creating a strategically integrated approach to your messaging.
This gives you and your team clarity on what should ideally by communicated on which channels. And as you know, when you are clear, your audience will be too.
#3 – Align Your Objectives with the Right Channels
You can use YouTube to entertain, or to inform. There is no right or wrong, just what’s right for you and your customers.
Aligning your channels with specific objectives starts with respecting the culture associated with each channel. For example, LinkedIn is best focused on business matters. It’s essentially an online resume for people and businesses.
Resumes should be carefully designed for clarity and brevity. Thus, your messaging on LinkedIn should mirror the culture of the community. Sloppy profiles and cluttered messaging, such as imported Twitter feeds, are just two examples of alignment gone wrong on LinkedIn.
Conversely, an excessive focus on business would be against the culture of Facebook – one that is predominantly associated with casual sharing among friends and colleagues. It’s time to start tailoring your messaging to each channel to accomplish your objectives and those of the communities your serve.
The days of blasting messages across multiple social media channels are a thing of the past.
Every small business has to start thinking like a media company. That mindset, when applied to your understanding of your audience and business process, will prove to be the difference in accomplishing your business objectives using social media.
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Until next time, Jeff
Photo Credit: Renjith Krishnan
