How to prevent the social media time suck: A beginner's guide

Whenever small business owners discuss marketing, the question inevitably arises about the necessity of having a social media presence. While it's commonly accepted that social media is crucial for businesses, what does that actually entail, and how can you utilize it effectively without squandering time? After all, as a business owner, you have operations to manage and can't afford to spend the entire day on your phone managing social media posts. Let's delve into some typical queries to assist your business in developing a sound social media strategy.

Is a social media presence necessary for your business?

The necessity of a social media presence for businesses isn't a one-size-fits-all answer. While many businesses benefit from being on social media, its suitability varies depending on the type of business.

For instance, it's crucial for a local boutique or a real estate agent to have a social media presence. However, the need for an accounting firm is less straightforward. While an accounting firm could attract significant business by investing in social media to establish thought leadership, if the target audience is local clients, efforts might be better allocated elsewhere. In such cases, creating a Facebook and LinkedIn page for visibility in search results could suffice, without the need to invest time in posting TikTok videos about tax returns.

Which social media platforms are suitable for your business?

There's a plethora of social media platforms, including well-known ones like Facebook, Twitter, Instagram, TikTok, Snapchat, LinkedIn, YouTube, and Pinterest. However, maintaining a consistent presence on all of them can be overwhelming, so it's crucial to narrow down your focus to one or two platforms that align with your target audience and content type.

For example, if your business caters to a younger demographic, TikTok may be essential, but consider if your content suits video format. Similarly, platforms like Instagram are image-centric, suitable for businesses like boutiques or real estate agencies showcasing visuals. Conversely, businesses aiming for a professional audience may find LinkedIn more suitable. Alternatively, engaging in industry forums like Quora or contributing expertise in small business communities can be effective for certain businesses like an accounting firm.

What areas should you prioritize?

Some businesses adopt a scattergun strategy on social media, sharing a wide variety of content with the belief that each post contributes to their visibility. However, this approach can backfire, especially with mundane or potentially offensive posts, damaging rather than enhancing their reputation.

Consider what content would engage you as a follower if it relates to your business. Avoid solely posting promotional material; share valuable or entertaining content as well. Additionally, engage with others' posts by sharing or retweeting, which can aid in growing your own following.

Ultimately, prioritize quality and consistency. It's better to post regularly with valuable content than to sporadically flood your feed and then go silent for long periods.

Simplifying the process: How can I make this more manageable?

Handling social media can consume a lot of time, even when you're dealing with just a few platforms. However, there are tools available to streamline the process.

Social media management tools enable you to post from a single dashboard instead of navigating through each app or website individually. They also facilitate simultaneous posting across multiple social media platforms and allow you to schedule posts for later publication.

Namecheap provides RelateSocial, a tool designed to simplify social media management. It offers features like post scheduling, analytics, and the ability to post on various networks from one platform.

What methods are used to gauge outcomes?

Even with careful management, dedicating time to social media remains necessary. It's essential to ensure that this investment of time yields returns.

The simplest way to assess social media effectiveness is by evaluating your reach, which can be determined by your follower count or the reach metrics provided by social platforms.

While reaching a wide audience is valuable, it's crucial to determine if this engagement translates into business benefits. For service-oriented businesses, consider if new clients are discovering you through social media. For product-based businesses, assess if posts are driving clicks and conversions.

Metrics vary depending on the nature of each business. Define your social media goals and then measure their impact to gauge effectiveness.