The biggest problem with social media is the amount of precious time it can suck up. Ideally, you have someone on your staff who is a wiz and loves to do it but that comes at a cost, too.
The last social media team that I was involved with did close to 100 posts per day on 5 different platforms. We had 5+ people dedicated to researching, creating, posting, and interacting with our followers, over a million of them. Let me share a few things that I learned along the way.
1. Quality over quantity. One really good eye-catching photo per day is better than 10 rushed pics. One thought-provoking or encouraging sentence is better than 10 tired inspirational quotes.
So, if you can only post once a day, pick your most creative time of day and make sure to post while your creative juices are flowing.
2. Consistency is Key. Consistently posting one post per day is much more effective than 10 posts on one day and then nothing for a week.
3. Pick ONE Platform. Many social media “gurus” will disagree with this comment but I go back to point #1 “quality over quantity”. Pick the platform where most of your customers hang out and focus on delivering great value on that one platform. Your customers will know where to find you and you will have the best chance of being seen by similar types of people (your future customers).
Remember, many of the biggest social media influencers with huge followings stay focused on one platform. You can always add another platform later if you feel like it will help your business and you have the time.
4. Respond to every comment (good or bad) and personally engage as much as you can. People love to see their little notification icon light up so help them out. :-)
5. Branding without a logo. Your posts should have something that “brand” them to your store. A common color, a style of writing, consistent topics, your personality and sense of humor all add up to a form of branding. Be consistent with these branding elements.
6. Start a group just for your customers. One of the clerks in a photography shop in Austin started a Facebook group just for his customers. The goal was to create a helpful community for all of the local photogs. Today, it is a thriving community of 7000 people where they help each other learn, hire each other on bigger projects, and support each other in the business and art of photography. He personally invites his customers to join when they're in his store. Doing this has created MASSIVE loyalty to the store he works at and to himself. It’s a huge win for everyone.
The bottom line is that social media is a tool to build Just be yourself and put some effort into that one good post per day, engage with your customers like you do when they walk into your shop, and you will start seeing the results you want.