Social media is a complex monster, and sifting through all the information available regarding best practices and most effective solutions can truly be a challenge. Each platform has its own needs, and dozens of opportunities to be more effective are thrown at us from every direction. And sometimes, by the time we’ve started using a strategy that is supposedly effective, everything has changed again and we need to start over.
So let’s get back to the basics.
All of the extra tips and tricks to getting the most out of social media marketing can get in the way of the necessary; purpose and value. That’s really all your social media needs to be about. While knowing the right times to post, best links to use, and most liked photos are all useful to an effective social media presence, they should not overpower the more important aspects of our plan.
And the most important piece is value; offering something of value to each person who encounters our brand or business online. Once we understand why we are on social media (the purpose), we need to focus on adding value for the people we hope to reach. Adding value requires that we know who we are talking to and what it is they are looking for.
Creating a valuable social media presence for stay-at-home mothers will necessarily look different than something considered valuable for teenagers. Valuable interactions for people seeking professional development will be different from interactions with people looking for a laugh.
We create value by offering our followers what they are looking for.
We can’t be all things to all people, it simply isn’t possible. Which brings us back to our purpose. Since we’ve decided what our purpose for social media is, we are able to determine which people we are going to be seeking out. They are the people who are seeking what we have to offer. We must offer something valuable for these people, for the people we hope to turn into followers and customers.
Because it is only when we are offering valuable interactions and products that our social media presence becomes something of use to us as well as our followers.