* The piece was first published October 31, 2014, at www.steveblank.com and is reprinted here with Steve Blank's permission
From Zero to Thousands: 5 Steps to Get Your Social Media Up and Running
By Rachel Wisuri
Maybe you’re a new business, or maybe you’re an older business who recently decided to get active on social media. Regardless, you face the same problem: how do you build a successful presence on social media when no one on Facebook, Twitter, Pinterest, or Instagram knows who you are?
Below, I’ve outlined 5 steps to get your social media channels up and running.
1. Choose the channels that work best for YOU
Not every social media channel will works for your business. As the Community Manager for a test-prep company, I’ve experienced that firsthand. Pinterest for test prep? Not the most efficient use of my time. (Have you ever heard your friends say, “Oh I saw the most amazing pin about math formulas today”? No? Didn’t think so.) So first, choose the channels that are right for your company.
How? Figure out where your customers already hang out. Set up a Mention or a Google Alert for your company’s name, and find out where conversations about you are already happening. (Or, simply ask your customers what their favorite platforms are!) You can also consider the demographic information for each channel and try to match that up with the demographics of your customer base.
2. Define your goals
As marketers, we know it’s much better to be able to track and define your success with hard numbers. Once you’ve chosen some channels, it’s time to set up your metrics for success. That will help you see if your hard work is paying off and help you decide if you should continue to invest in a channel that is not working as well as you’d like.
Some things to consider when setting up your metrics goals (a.k.a. how will you define success?):
Is getting a lot of followers your main goal?
Do you want to increase mentions of your brand online?
How important are likes, re-tweets, comments, and engagement to you?
What is your goal for response time to customers’ questions and comments?
Are you trying to increase clicks and drive traffic to your website?
3. Tell everyone you know
Great, now you’re set up on the best channels for you and have started making your profiles look awesome. But you still have the same problem: no one is following you.
How to fix it: start an online conversation with your current customers to get the ball rolling. Move your existing customer base to your social media channels. Email them, put your account names on your business cards, and scream it from the rooftops. By driving their focus to your social media accounts, you’ll start to build a quality follower base that already likes you and what you have to say.
4. Think like a human being, not a social media robot
Don’t just promote and talk about yourself. Don’t allow your conversations and posts to be one sided. When you act like a human being via social media and use it to interact with other human beings, you’ll be able to reach new potential customers and people who are genuinely interested in what you’re selling.
Engage in conversations like you would with your own friends — “like” relevant comments and statuses, and start conversations with interesting people and companies.
5. Provide useful information to your community
Now, I’m not saying you should never talk about yourself, but do so in a way that will benefit your community. What are their main concerns? What do they need help with? This comes back to knowing your customers.
Now that you have these 5 steps under your belt, it’s up to you to upkeep your brand new follower relationships and make them last far into the future!
Bonus Tip: people love contests and free stuff, and your followers are no exception. Engage your new social media community by promoting fun competitions. Got some company pens or t-shirts to give away? Create a contest for your followers and promise the winners swag! They might even brag about it to their friends, which just equals more and more mentions for you!
Good luck and Happy Tweeting!
About the Author
Rachel Wisuri is the Community Manager at Magoosh, an online test-prep company in the Bay Area. There, she spends her time making sure the Magoosh community is happy, healthy, and growing. In her free time she can be found eating peanut butter, listening to the Beatles, and lounging in the park.