Ready to take the plunge into the Social Media pool? Eager to Tweet about your business and industry, post links on Facebook and generate a buzz online?
Before you begin rubbing elbows in the social media world, take a critical look at your website.
Imagine this:
- An expert in your industry now follows you on Twitter. After several exchanges, he decides he likes your style and decides to check out your site to learn more about you and your business.
- New Facebook fans see that you really know your stuff, judging by your insightful updates and posts. They visit your site to devour more content and take in more of your expertise.
- A new contact on LinkedIn saw your status update on that new presentation you’re working on and goes to your site in hopes of finding more details.
Will your website do your social media efforts justice?! Too many businesses try social media on for size, only to send visitors and fans to a site that’s outdated, static and suffering from content anemia.
If your site looks more like an online business card and less like a fan-engaging website, consider the following steps:
1) Convert your site into a social media hub.
Today, About Us and FAQ pages won’t set you apart—no matter how well they’re written. To play strategically online, you need a site that allows you to build unique content at any time. Now, when you Tweet about a new event or give Facebook fans your take on a controversial industry topic, you can bring them to your site where you posted relevant content that same day. Perhaps your followers or customers are asking a common question on the networks. Instead of trying to answer the same question on 10 networks you can post a link to the blog where you answered the question, in depth.
2) Create a home base.
Your new site should provide a directory of links to make it easy for visitors to find you on all networks. Also, give yourself room to showcase your latest Tweets, pictures and social media activity through modules and feeds that feature your social content (similar to the Twitter Feed you see to the right of this post). Your social media activity will say a lot about your company, your brand and your style. Why not gather it and feature it in one place?!
3) Build your following.
Fans aren’t just for Facebook anymore. Create unique content that offers real value to your visitor and they won’t want to miss a beat! Make it easy for them to follow your blog/site by providing links to your RSS feed and email updates. As you blog, invite them to post their comments below each blog post. Make it easy for your most avid fans to interact and keep in touch!
4) Develop a voice for your business.
Social media is forcing companies to shed their marketing jargon, formal copywriting and corporate speak. Today, the most transparent brand wins. Think about your company’s personality online. If you’re a sole proprietorship, it’s easy. You ARE your brand. But, if you’re a larger company or corporation, this can be more challenging. Don’t overthink it. Step out from behind the corporate mask and begin “speaking” as you would if you were at a trade show, industry event or conference. You wouldn’t introduce yourself by reciting your company’s mission statement. You’d strike up a conversation about the latest industry buzz, a new idea or even offer some educated advice. Try that on for size as you write new site content and you’ll find your new social media voice will follow.
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