Turns out, it’s all little things. Social media isn’t really about blitzes or viral marketing or big online campaigns, at least not for your average small business owner or blog. As much as we would love to have a huge marketing department to invest money and time into some elaborate, interactive social media campaign, it is not beneficial for all companies.
Instead, social media is about a consistent, dedicated approach. It’s about doing the little things, day in and day out, to provide value to your past, present, and potential customers and readers. While this approach may take a while and won’t usually bring with it huge spikes in traffic, it’s how you build a strong foundation and social loyalty.
People who see value in what you’re adding to the conversation will Like, follow, retweet, and otherwise share what you’re doing – and they are likely to do it consistently. Once they realize the contribution you’re making to their lives, they will not unlike, unfollow, or abandon you.
So with Twitter, Facebook, and other social networks, it’s important to do a little bit each and every day – and at different times each day (since you’ll hopefully have followers from around the world). It may be something related to your industry, and it may not be. It may be self-promotional and it may be about someone else. (Remember that anything too self-promotional or spammy is going to lose more people than it gains.) Regardless of what you’re presenting to your network, it should be something they can take value from.
The most popular websites on the Internet have built up a huge following by consistently providing what their readers want. The most successful online businesses have built up their brand by doing the little things each and every day. The most effective companies interact with the individual – by providing one-on-one customer service or answering each question in a timely manner – and don’t just focus on the masses.
Social media is about the little things. It may just take a few minutes each day to respond to a few posts or a few tweets, but it can make a huge difference to your followers, friends, and network.
Your goals don’t have to be small, but you need to do the little things in order to reach them.
Scott Spjut is a writer and editor who has been featured in various magazines, newspapers and websites – including Newsweek, the Washington Post, CBS News and the Las Vegas Review-Journal. Scott currently works with Professional Marketing International helping people change their lives.
Photo credit: Maria Reyes-McDavis