The Social Media Quick Step

Social media is more than just a fun way to engage and communicate with friends & family. It is an extremely powerful business marketing tool if strategically implemented correctly.

A common mistake businesses make is failing to develop a formal social media plan. Having a plan for social media is just as important as it is any marketing strategy. A savvy business owner does not buy traditional advertising without developing a plan, and the same applies with social media.

A social media marketing plan includes many of the same elements of a traditional marketing plan. Research into target markets and consumer purchasing is a must. Identifying brand strengths and weaknesses is also important.

Once you’ve conducted research, it is time to start outlining strategies and developing your plan.



Below is a social media marketing strategy plan.

1. Identify a social media manager

With the many tasks involved with running a successful business, social media can fall by the wayside. Before your business embarks on a social media campaign, it is a good practice to identify a person or multiple people who will be in charge of monitoring and posting content. It is important for the social media manager to not only ensure content is posted on a regular basis, but also monitor and respond to all comments and feedback. The assigned staff should be willing to monitor the company’s social pages 24/7, which can be easily accomplished through e-mail alerts and mobile apps.

2. Create branded pages

Once you have identified your manager, it’s time to create branded pages. First, determine which social media sites you want to use. Small businesses should consider Facebook, Twitter and Google+ at the very least. In some cases, other sites including LinkedIn, Pinterest and Houzz may also be appropriate. It is important for all of your social media to have the same look and feel as your company website. Facebook cover pages do have some flexibility and allow you to have some very specific elements can be incorporated for maximum impact:

Use colour and photos
Integrate your profile picture into your cover
Incorporate a call to action
Point out where people can call or contact you

After you create your social pages, be sure to include links on your website and invite all of your customers and friends to join your pages.

3. Develop a planning calendar

Now that your social sites are “live”, it is time to start developing a planning calendar. Ideally, this should be done on a monthly basis. Your planning calendar may outline the following: Number of posts per week,
Time the post will be made, you should vary your posting times, Identify content for each post.

A planning calendar lays the foundation and ensures you are maintaining your social sites and posting on a regular basis. Of course, you can also post other news, tips and ideas as they arise. The biggest pitfall businesses run into are they generally have a lot of excitement when they first establish their social media presence, but the momentum quickly fades. Having a monthly planning calendar will help keep your social media efforts moving forward.

4. Generate engaging content

Now that you have identified a manager, set up your pages, and developed a planning calendar, it is time to

start generating engaging content. Once you generate content, you can plug it into the dates/times you have reserved on your social media calendar to compose posts. As you consider content, think outside of your company and put yourself in your customer’s shoes. What type of information is not only engaging, but is something followers would like to share? Creating sharable content is one of the quickest ways to pick up new followers.

Let’s take a look at some content ideas:

Weekly tips and advice
Post something humorous (in good taste)
Highlight and recognize your customers
Incorporate “social media” only offers
Be interactive – ask questions people will want to answer
Photos and videos
Coupons and contests
Product overviews
“How To” videos
Sales and special events

Remember, maintaining the attention of your followers will keep them engaged.

5. Monitor responses and track your results

It is imperative to monitor all comments and respond in a timely manner. Good or bad, all feedback needs to be addressed. If someone praises your product and/or service, thank them. If they have a complaint or concern, reach out to them. It is important to investigate the validity of the negative comment and address it immediately. Customer feedback can help you better understand reaction to your products and/or services. Also be sure to incorporate a good tracking system. This can really provide important insight into your customers and their behavior. Companies such as Global Response provide excellent outsourced social media analytics programs that can be easily incorporated and integrated into your social strategy.
6. Use results to better understand consumer behavior 

What better way to gauge customer demand than to ask them yourselves? Don’t be afraid to engage your followers and get their opinions. Doing so can help identify both areas of strength and weakness. As we discussed earlier, prompt response to comments is key to developing a relationship with your followers. Even big box stores work to maintain open and responsive communication with their followers: I find in my marketing practice, social media intimidates many small businesses. If you approach it like any other form of marketing and develop a plan, it can become a very useful and effective tool which complements your traditional marketing strategies.

Here are 9 things you may not know about social media.

1. A social media strategy, guidelines and a system for handling negative comments are the first steps to mastering social media.

2. Facebook’s algorithm means that only an estimated 10 per cent of your Company Page updates are seen by the people who like your page. This percentage has a better chance of increasing if you post regularly, and your fans ‘like’, ‘comment’ and ‘share’ your content. Or you can always fork out money to boost your posts, but this can get expensive.

3. Twitter’s Advanced Search lets you find tweets on a topic within a certain radius.

4. LinkedIn lets you keep information about the people in your network. You can add ‘how you met’, set ‘reminders’ like birthdays or follow up calls, and also add ‘notes’ and ‘tags’.

5. The three main formats of YouTube videos that you can create are ‘talking head’ (like on the news), ‘interviews’ (via Skype or in person) and ‘screenshare’ videos.

6. Google+ has made a change to its ‘authorship’ system. Your headshot no longer appears in the Google search results, but your name still does.

7. You can get super creative with Instagram. There are cool free apps (like Photo Editor) and paid apps (like WordSwag) that let you overlay words onto your pics.

8. Pinners (aka people on Pinterest) absolutely love infographics. Try publishing one yourself and see how many backlinks and social media shares you get. Ask your designer, or else try oDesk, Elance or Fiverr if you’ve got a tight budget.

9. Tools like Feedly, Buffer and Hootsuite make social media a breeze. Follow your favourite blogs with Feedly, schedule your social media updates with Buffer and monitor your accounts with Hootsuite.

Looking For Success With Google Plus

Why is it that certain people get more engagement, obtain more followers, and on the whole are more successful on Google Plus than you?

Much of it has to do with they way they present and design their posts.

Allow me to explain how to perfectly present your Google Plus post with 7 components that, if executed properly can make your post look like they were written by a professional.

So exactly why should you care?

Let’s face it– the internet is plenty full of garbage. There’s more than enough bad content littering the digital space than we could possibly consume in a lifetime. If you want to make your ideas and creativity stand out you must take the time to do things with excellence.

On Google+, the audience there is highly engaged and they have a low tolerance for spam. So don’t expect to phone it in or put your Google plus activity on autopilot and get a good response. But when you take the time to put a little craftsmanship into your posts, it really pays off.

So here’s a few tips to make sure your posts stand out and get the proper attention they deserve.
1. Title

Start with a title, just like it were a blog post. If you’re posting a link to a blog post, just make it the title of that blog post. If you’re only making a casual Google+ post, give it a title anyways to give people a taste of what to expect.

Be sure to also use an asterisk (the * symbol) at the beginning and end of your title. Google plus will then make everything between the first and second asterisk bold. That’s how you get the bold title effect.

If you have a tagline, or maybe a second part to the headline, it adds a bit of extra flair to use underscores (the _ symbol) at the beginning and end of the sentence which will make the line italicised.
2. Summary

Take a few sentences to explain what you’re sharing. Tell people what it’s about. This isn’t Twitter, so don’t worry about it being less than 140 characters.

If you’re sharing a link to a blog post, this is where you want to hook the reader and give them a reason to click-through to the full article.

Don’t just tease though, because nobody likes a tease. Really share something from the article that would make it worth clicking through. Maybe share a few of the best points from the full article or a summarized bullet list.
3. Link

Give the reader a clear link to the article or blog post you want them to click-through. If you’re not sharing a link, then just ignore this step.

If you are sharing a link, it’s best to use a URL shortener like, or other similar service. Beyond just making it look prettier by not having a ridiculously long link in there, these services also allow you to track how many times that link was clicked on so you can measure your efforts.
4. Commentary

Share your thoughts or perspective. If you didn’t already do this in the second part, give your readers a taste of your perspective. Let your opinion or perspective shine so people can hear that this is more than you regurgitating someone elses’ content.
5. Engagement

Prompt people to respond in the comments. My favorite way to do this is to ask a question related to the article. Make it easy for them to engage with you by directing and sparking the conversation.
6. #hashtags

This is where you want to throw in any relevant hashtags related to your post. Make them specific, and don’t use too many because it can tend to make you look spammy.

Personally, I think you can always get away with three hashtags or less. If you need any more than that, you may be trying too hard.
7. Image

Every good content creator knows that a relevant image is important. Google+ posts are the same way. This is the first step in the Art of Writing Great Google+ Posts.

When you use a high quality image that is relevant to your post people are much more likely to read it, +1 and/or share it. This is important if you’re sharing a link to an article or blog post because all of these social signals will be directed right back to the link that you are sharing. (I discovered this during my Google+ experiments.)

Additionally, using a high quality image makes it likely for your post to go full stream. In case you are not familiar with that term, full stream refers to when a Google+ post is enlarged to cross over all of the columns in the stream. This makes getting noticed much easier.

Full stream on google plus

To increase your likelihood to go full stream, be sure to use a photo this is horizontally oriented as opposed to a vertically oriented.

If you manage to hit all these points, you will surely grab the attention of many more eyes. Stay consistent at creating this level of presentation in your posts and you will inevitably amass a legion of loyal followers who can’t get enough of your content!

One Last Thing

This Google plus formula has been proven time after time to get significant engagement for content. It’s not a magic formula that will give you over night success though. It’s simply a guideline for making your posts stand out amongst a sea of content.

Don’t feel like you have to keep the same format over and over again though, do some experimenting. Keep things fresh so that your readers don’t get bored.