7 Steps to Creating a Social Media Strategy

1. Assess where you are now.

How knowledgeable are you about Social Media? What site(s) are you currently using? Are you currently engaging with others through Social Media? What are you using Social Media for: the keep up with friends/acquaintances, to share photos or videos, to post information, to gain information, to meet new people, to network within your industry? How comfortable are you using Social Media? How much time are you willing to invest in learning?

2. Find out where your customers already hang out online.

Survey your customers to find out what sites they are already using and to what degree. Ask where they might be interested in connecting with you. If your customers aren't on Twitter, then there's no point in you being there. (If you need help with a survey, email me or call me at 707-933-0687).

3. Define how much time you have to invest in Social Media.

If you are willing to invest 20 minutes a day, plan where it is going to be most effectively spent. Rather than trying to participate in all of them, begin with one or two that seem to make the most sense for you and your business. Be sure to budget some time for sites that you are already on - whether you choose to be or not - such as Yelp and FourSquare.

4. Evaluate how you wish to engage your customer through each channel.

For instance, you may decide that you will use Twitter mostly to send updates and information, and you will use a Facebook Fan Page to create conversations and build loyalty. Is you goal to create loyalty, push out information, increase customer service, increase sales?

5. Build your page and add content prior to inviting your customers to connect with you.

No one wants to be invited to an empty page, nor follow someone with no posts. There should be enough posts/content for someone to evaluate whether or not they wish to connect with you. Build your page on Twitter, Facebook or GoogelBuzz and manage it for a couple of weeks as if you have an audience. Take the time to find your voice and work out the kinks.

6. Invite people to connect with you.

Add your Social Media URLs to your menu, business cards, receipts and email signature. Some companies even have special cards printed up and available with all their social media listed so customers can find them where they wish. Engage with others and participate in their conversations - it is a two-way street!

7. Engage with your customers!

I can't tell you how many fan pages I go to that have post after post from a company just tooting their own horn. That's not engagement, it's not interesting, and it generally does not create sales. When someone posts on your page or responds to your posting, engage them in conversation. If they ask questions, answer them. I find the split screens (that are optional on facebook fan pages) between company posts and fan posts to be a total disconnect. Much like trying to have a conversation with someone when you are in two different rooms.

It's not rocket science, but it does take time, effort and thought. So get out there and be social!

- Margie

Do you need help with your social media strategy or training? Call me at 707-933-0687 or email me!

Connect with me on WineAndHospitalityNetwork.com, Facebook, Twitter, LinkedIn, FourSquare or GoogleBuzz!