I hear a lot from senior managers of a certain age that Social Media isn’t for them. They feel that they should participate but Social Media seems to be an alien world, for the under 25s only.
So here’s my advice on how you adopt some of the practices of Growth Hacking and the Social Media world to build your own presence and take advantage of Social Media tools.
Why MVP ?
Growth hacking is the new approach to development. It’s all about fearlessly getting to market and growing as quickly as you can using whatever methods you can (some not so legal!). Fail fast, then fail better..
The idea of an Minimum Viable Product (MVP) is that you get to market with just enough so that you can launch, and establish the market opportunity. If you are successful, you then develop as you go to meet market demand.
You can use the same approach to Social Media. You don’t need to invest lots of money to build a presence. You can get started very cheaply and easily, and build from there. Provided you follow some key principles.
Don’t underestimate the power of Social Media
Whatever your views on Social Media, no one can deny that it has incredible power. Take, for example, the Champions League Match between Dortmund and Monaco. The match had to be rescheduled due to a bomb attack on the Dortmund bus, and there were thousands of Monaco fans needing accommodation in Dortmund.
German fans turned to Twitter to offer accommodation to Monaco fans. What was amazing was not just that Monaco fans could find accommodation but the goodwill generated by the many shares on Social Media of Dortmund and Monaco fans together.
Don’t over-estimate Social Media
But, there’s also a lot of hype about Social Media… Not everyone uses Social Media. And the world of Social Media – like much in the Digital World – is highly fragmented.
Even in the UK, where we have a relatively high level of literacy (above the European average according to Digital Economy and Society Index DESI 2017 ) there are 5.3 million people who have never used the internet. (Office of National Statistics)
There is also a dark side to the internet. Millions of accounts on the leading platforms are actually fake accounts – and nearly 77% of all internet activity in Europe is “dark social”; untracked and off the radar. (eConsultancy, Feb 2016)
In the UK, there are 5.3 million people who have never used the internet. (Office of National Statistics)
The Key point is that it is highly unlikely that 100% of your customers and prospects will use Social Media. And it is extremely unlikely that they will use Social exclusively as a channel to find out about your company or your products.
Social Media is a channel not a strategy
So you have to include Social Media in your strategy, but don’t make Social Media the strategy. Social Media platforms provide great communication channels to your target audiences.
But remember that Social Media platforms are highly fragmented and tribalised. So my advice is:
- Link your messages on Social Media to all of your other channels. Don’t treat each channel (and this applies as well to email newsletters, campaigns, website, PR) as a silo. Link everything together. This will probably save you work too !
- Consistent messaging – have consistent messages which you deliver across all of your channels.
- Adapt for different audiences: different audiences have different expectations on the various Social Media channels (and this also applies to email, web sites and so on). For instance, platforms like Snapchat and Instagram tend to be highly image orientated. LinkedIN tends to be more thoughtful and business-like.
However beware of generalisations… because…
Rules – what rules ?
You see a lot of articles setting out rules for how to maximise use of platforms like LinkedIN, Facebook, Snapchat, Twitter etc.
However in reality there are no hard and fast rules. Twitter didn’t even invent the Hashtag: end-users created this. But this is exactly how these platforms develop and innovate…
Social Media is still relatively new. Most of the major platforms are under 10 years old and there is a lot of change going on in this sector.Facebook owns WhatsApp
- Facebook introducing new Business features
- Facebook owns Instagram and is introducing new features to counter the rise of Snapchat
- Microsoft owns LinkedIN
- Twitter may charge for Premium membership
Content – quality not quantity
According to Marketing Week, nearly 60% of all corporate content is clutter. To be fair this doesn’t just apply to Digital content (how many people actually read brochures ?) however Social Media makes it deceptively easy to create and distribute content, without any of the usual balances and controls you would normally apply to a printed piece, or content for your website.
People say that the average life of a Tweet is 18 minutes – so, if you add it all up, the vast majority of digital content has no impact, and is quite possibly never read.
So, my advice is as follows,..
- Quality not quantity – If it isn’t worth saying then don’t say it !! (Be honest, who actually reads #Mondaymotivation tweets ?)
- Be consistent – each Social network is a Communications channel… have a clearly defined objective for your messages and adapt them for each channel.
- Cut and paste blogs for each separate channel
Play the game – when you get to your MVP you can be selective over who follows you
If you are going to participate then you need a Minimum Viable Presence – this means a credible number of followers.
- So, for LinkedIN, this means at least 200 followers, preferable over 1000 to become an All-star Profile.
- For Twitter and Facebook, at least 500 followers
There are a number of simple techniques to do this. Contact me to find out more.
This means that you will have to accept a lot of poor quality followers … people who have no business value… but I would say that you can be fussy about your followers once you’ve got to your MVP…
So, my advice is that, to get the best out of Social Media you need to put it in its place. It’s a valuable communications channel, which can really add value and reach new people in new ways.
Just don’t put too much effort into using Social Media. No more, no less.
I’m a Freelance Marketing Consultant. Contact me to find out how I can help your transform your business for the digital world.