Even if you don't get a lot of leads from social media right now, and you have thousands of other things to be doing as a small business owner, it's likely that your customers are still hanging out on Facebook, Instagram, and other social media platforms.
While spending a few days thinking and working on your social media profiles may not deliver a huge direct results for your business, and honestly feel more like a chore, a little effort can go a long way in the overall health, perception, and longevity of your business. So, whether you’re brand new to social media or you’ve been trying (and failing) at it for a while, below are a few things your small business should be doing on social media right now.
1. Audit Your Social Media Profiles
Auditing your profiles is a great first step when working on your social media. While you might not want (or need) to post on every social media platform out there, it is a smart idea to still register for an account on all of the major ones (Facebook Instagram, Twitter, etc.) to lockdown your brand name across the web. Then, once your accounts are setup and have been running for a while, it's time to dig into the analytics to see which platforms customers are engaging most on.
While you’re doing this, you might want to open a spreadsheet to record what you observe. Once you’re done with your social media audit, you’ll be ready to better plan future content.
Facebook Follow the following instructions to measure your engagement on Facebook and compare which posts have more reach and engagement with your audience.
Login to Facebook on a desktop
Click "Page View"
Click "Insights" in the top menu bar
Click “Posts” from the left hand menu bar
Scroll down to see the performance of each posts
Follow the following instructions to measure the performance for each of your Instagram posts for the past year, sorted by engagement.
Login to Instagram on mobile
Click "Page View"
Click the menu in the top right corner
Scroll to “Feed Posts” section
2. Engage Your Audience on Social Media
There are a TON of companies pushing their content on social media, so great posts will only get you so far. That's no to discourage you, but to make you aware that you need to go the extra mile to stand out. The good news is that people are significantly more likely to purchase from you if they've had a positive experience on social media.
Here’s how you can engage with your audience:
Respond to messages quickly. You can either check your social media once or twice a day (not recommended), or connect your social media to your CRM for email notifications.
Respond to positive comments or reviews. Small businesses can make the mistake of only responding to bad comments while neglecting their real fans—don’t do that!
Follow others, especially enthusiastic fans. If you notice someone giving your business positive attention, follow them to engage with their content as well.
3. Post Your Face on Social Media
People love seeing behind the scenes. Your fans want to see you, so don't be afraid to post pictures of you in action, or start a Facebook or Instagram Live update. You'll want to be wise to not give away too many secrets that would benefits competitors more than your customers, but these types of post can help you preform better with those fancy social media algorithms.