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social media marketing

Social Media Marketing: What To Do, What Not To Do

Social Media Marketing is not so new anymore. It’s no longer a consideration but an integral part of one’s overall marketing strategy. Even with that being the case, it’s still new to many people. It’s new for those who are just starting a business or career, and it’s new for those who are late to the game.

Recently I had the honor of presenting on social media marketing at ICLE’s Probate & Estate Planning Institute with Terrence Quinn, Estate Planning Attorney. Terrence was presenting, “Marketing Matters” which discussed how to market your law practice. He brought me along to discuss social media. I thought it would be fun to discuss the Do’s and Don’ts.

Whether you’re late to the game or just new to business, you need to know a few rules. What better way to illustrate some of the most important rules than with a few “do’s and don’ts?” Here are 5 that I outlined at the presentation that I feel are key for starting off right and positioning yourself for many wins.

Let’s count them down!


The content you share should help make your audience a more informed consumer.Click To Tweet Your content should be valuable and relevant. Offer tips, industry news and recommendations. Social media marketing can help to brand you as an expert in your field, and a thought leader. Take for example, my client, Attorney Terrence Quinn. When  Michigan’s Fiduciary Access to Digital Assets Act was announced, Terrence immediately wrote an article explaining what it meant and what you need to do. This is how you join in on a conversation that is relevant to your audience and establish yourself as an expert.


My friend Brooke Ballard of B Squared Media always says, “Think Conversation.” Not only should you be sharing relevant content but you should be having conversations. Take the time to comment on posts, reply, retweet, ask questions and share. Be present even if it’s just a short time but be consistent. Conversations build relationships. Relationships lead to business.


Or, like you SHOULD offline. When you’re at networking events you’re looking to make connections. You don’t just walk up to people and start talking about yourself and your business. That is so not social. Think about how you feel at networking events and what you do or don’t like when you’re networking.


Some professionals, like lawyers, are restricted from soliciting business under the Rules of Professional Conduct. GREAT! That’s doing it wrong anyway. People like a soft sell on social media. They like to do business with people they like and trust. This is achieved by developing relationships. Gain their confidence by providing value. Most people are tuned into WIIFM – What’s In It For Me? Focus on making your audience more informed and having conversations.


Have you ever heard the saying you can do anything but not everything? This is true with social media marketing.Click To Tweet Do what makes sense for your business. Know your target market and where they are hanging out online. By all means, don’t try to wing it. You need a plan. Plan where, and plan how by doing your research. You could simply survey your customers or clients as one way of learning more about your target market and what their habits are.

On the flip side of research, do know that your audience is doing their research. It’s called Google. When they search, are they finding you or are they finding your competition? If they’re finding you what are they finding?

Keep these important rules in mind when beginning your social media marketing journey. Set yourself up for success.

Leap Into 2016 With These Social Media Best Practices

Leap Into 2016 With These Social Media Best Practices

It’s the first Monday of 2016. You can’t get a fresher start than that! A new year means ditching bad habits and starting good ones. That includes your social media marketing practices. Towards the end of the year, you probably knew there were things you could do better and should do better but lacked the motivation to make changes. But it’s the new year and now you’re ready. Maybe you’re not sure where to start. Here’s are some key steps to get you going on the right path in 2016.

Have a strategy.

Hopefully you have a social media marketing strategy. If not, you absolutely need one. It’s mandatory. You should start by answering some important questions that will shape your strategy. What am I trying to accomplish? What are my goals? What are the KPIs? What key measures will be used to evaluate social media strategy effectiveness? Who is your audience?  What are the demographics of your current or ideal customers? Where are they? What sets you apart from the competition? What makes you unique? What platforms will you use and how?

You have a social media strategy, right? It's MANDATORY!Click To Tweet

Don’t be content. You need content.

Once you’ve established your strategy you need to plan your content. When it comes to creating content, go with what works! Share the type of content that gets the highest engagement. What does your audience respond to? Tailor your content for each social channel. What works on Facebook may not work on Twitter. Make sure your content stands out.

Plan your work and work your plan.

Social media marketing requires planning, otherwise it’s chaos. Having a content calendar can make your life a whole lot easier. A social media content calendar organizes how you curate and create content, and helps develop your editorial strategy. It saves your time and and helps distribute your resources wisely to ensure your brand consistently publishes qualify content. Your social media content calendar should be easy to read and not require a lot of explanation. It should include the information you have outlined in your content strategy. Break it down month to month and with activities further broken down by the day. You can include social media icons to represent which social media channel the content should be published to accompanying the post title for streamlining purposes.

Have a daily task list.

Social media marketing is a huge job. Tackling something big requires consistent small daily steps. Having a daily task list helps you take on all that social media marketing requires. Those tasks start with simply showing up, and include relevant content and engagement. I dedicated a post to daily task lists that outlines what your daily task list should consist of: Your Daily Social Media Task List. 

Be More Social.

All this planning is awesome and necessary but don’t neglect what’s most important with social media: being social! Make new connections, start conversations. Create content that is engaging and be sure to respond timely when your audience comments and asks questions. Share content from other brands. Build relationships with genuine interest in others. Be engaging.

Always be consistent and focus on your goals. Analyze your efforts and make necessary adjustments. What are you doing differently in 2016 with your social media marketing? How are you improving your efforts?

4 Steps To A Solid Social Media Strategy

Whether you are new to social media marketing, or you’re not so new, there’s something you can’t ignore that is key to having success with social media: you need a plan. You can have a great looking cover photo, an awesome Twitter background, amazing Pinterest boards, and that’s all great. But you still need a plan. Don’t try to wing it. You need to have a goal in mind and steps to take to reach those goals. You need a social media strategy. I recommond 4 steps you should take when mapping out your social media strategy:


First things first. What are you trying to achieve? If your goal to promote an event? Increase the number of subscribers you have, attract traffic to your landing page? You should have 1 or 2 goals that are specific, achievable, measurable, and they should have a time frame. It is crucial to make your goals measurable so that you can track your progress and success.


In order to determine if you meet your goals, you have to decide how you’re going to measure. If you’re trying to generate leads, you need to determine how you will measure the leads captured through social media, whether it’s through an application, contest or other source. Building awareness? Developing brand advocates?  Use an analytics tool to find out who’s reading, responding and reposting your social media posts. Find out what post types are working best. What your audience is responding to most and adjust your strategy as needed.


Who is it you’re targeting? Be as specific as possible. You need to know and understand your audience and their habits. You want to know where they hang out online.  How much time they spend on the web. What sites do they visit? Who influences them?


Defining your audience will help you determine what platforms they use. These are the social media sites that you will want to focus your efforts on.  Your current customers can be a great place to start. Your future customers are most likely similar to current customers. If  you determine  what social sites they frequent, that’s where you’ll want to focus. You can survey a portion of your audience to help you discover where they hang out. Another option is to use a social media monitoring platform to learn where people are talking about your industry.

It just won’t be enough to set up your pages and profiles on social media platforms. If you don’t map out a clear strategy, it will be difficult to engage and achieve the goals you set out to achieve.  Social media marketing requires a lot of effort. To get the most out of that effort, have a focused social media strategy in place.

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3 Social Media Marketing Resolutions To Keep For 2014

The new year is always a great time to reflect and refocus. An opportunity to start fresh, start again, set new goals and accomplish new things in both your personal life and business life. Every aspect of your business should be examined including your marketing goals. As a social media marketer, I see a lot of simple mistakes that people make. Although social media is still relatively new, it is definitely time that we nix some of the basic “no-no’s” that make you look like a rookie.

So in 2014, let’s resolve to do these basic things when it comes to our social media marketing efforts:


If you tell me that social media is just not working for your business, but I see that your last update was a month ago, social media is not the problem. In order for social media to “work” you have to work. You have to share content and share it consistently. Your followers interact and engage with you based on the content you share. If you’re not sharing content, you’re making it next to impossible to engage. As much as we’d love to think that our followers log on to Facebook, Twitter, Google Plus, etc;  and intentionally visit our pages to see our updates, that is pure fantasy. It’s up to us to make the relationship work, so to speak. And that means you have to show up and share.


While it’s absolutely necessary to show up and share content, it’s also imperative that you have a plan. You don’t have to plan everything to the second, but you should have an editorial calendar. You should have a plan for the week. And that plan should allow for current events, changes and updates that occur in the digital marketing world. If you don’t have time to plan a social media strategy and content marketing strategy, you can outsource.  There is no sense in exerting energy and accomplishing nothing. Don’t just tread water. Have a purpose, have a goal or two that area realistic, measurable and attainable. Brooke Ballard of B Squared Media recently wrote an article on the importance of having a strategy. It’s well worth the read.


Social Media marketing is about building relationships. In order to build relationships you have to have conversations. You cannot have conversations by broadcasting your message and never talking. So yes, while it’s important to have engaging content, and replying to comments and questions, you should also be seeking out conversations and replying to other people’s status’s, tweets, and posts. Approach the other side of social media:  Comment, like, share. Read tweets in your newsfeed. Genuinely comment. Give genuine feedback. THAT is social. Social is so not about you. It’s about them.

So often with social media, we make it complicated. The truth is, it’s pretty simple. Share, be genuine, have conversations. Don’t wing it. As Mallie Hart of Social Solutions Collective often says, be social with “intent and purpose.”

In 2014, let’s keep it simple, let’s be social! 🙂

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