The second EuRA conference session that stood out for its relevance to all our members spoke about leveraging social media for our business’ benefit. Entitled “How small companies can use the power of social media” it proved an inspiring session full of practical advice. We’ve spoken about how to turn your stakeholders into brand believers and the tech shift that is driven by millennials, but this issue we bring you easy to follow advice on how to get yourself noticed on social media as growing brand recognition and opportunities to convert new clients increasingly take place online. You may also want to check out what EuRA’s keynote speaker Tony Chapman had to say on selling your brand.
We all prefer doing business with actual people, and this is a quick and easy way to give your company that personal touch.
Choose your Platforms
First things first. There is no point in trying to be on every single platform out there. Unless you can put someone on this (almost) full-time, you will have to decide which channels are the most interesting to you and then carefully consider which of these will be your main priority. At a guess, for most of you this will be LinkedIn. Facebook may have more users globally, but broadly speaking most people will use this for their more personal updates: holiday photos, inspirational quotes, lighter news topics – and lest we forget – the “silly” stuff such as memes and name games. As such it is unlikely that you will be drumming up a lot of serious business here anytime soon.
That doesn’t mean to say you should forsake your Facebook Company Page entirely: it’s a great platform for quick updates that catch your followers’ eye and that will drive them to your website or LinkedIn profile when they are actively looking for your professional support. Use your Facebook page for the more personal approach and keep the updates coming regularly. As a general rule of thumb your content here should be around 80% industry relevant news, expert tips & advice, relevant articles, memes, videos and other entertaining content. Just 20% of your posts should include product updates, special offers, contests, and the like, if you want followers to stay invested in your story.
LinkedIn on the other hand is where businesses and decision makers hang out. This is where we go to find out about industry relevant news, making it an essential part of any company’s social media presence. As the number one* social medium for lead generation, it is the perfect place to showcase your expertise and industry knowledge, so make sure you post regular updates that stand out from the newsfeed.
Use your LinkedIn page to ask questions, post articles and industry insights, conduct polls and research, press releases and other items that you would like to share with a business audience and that showcases your expertise.
Of course, you want to ensure that anything you publish is seen by as many people as possible. The best thing to do is to publish company content through the company page and then repost it to your personal newsfeed to share with your personal contacts. Ask team members to repost the content as well, so that it can pass by their followers’ newsfeeds too. And finally, make sure to share your content with the ABRA Groups for maximum visibility.
A Professional Profile
Most likely you will already have a personal profile on LinkedIn (which of course has a professional looking headshot instead of a holiday picture with your partner cut off), but do you have a company page as well? If not, then this is the place to start.
Your company profile should feature a clear description of your services, aims, and company philosophy, as well as your contact details. Employees should link themselves to the company profile page so that “2-10 employees” doesn’t just look like an empty statement, but actually shows the people behind the organisation. We all prefer doing business with actual people, and this is a quick and easy way to give your company that personal touch. Share your most important content across different platforms for a quick and easy way to keep that newsfeed moving: with a small tweak that industry report might work for Facebook and Twitter too. Most importantly: don’t give up. There is no magic pill for instant social media success, instead it’s very much a case of try and try again before you hit the perfect note that will have new clients knocking on your door.
For ABRA Members only: Knowledge Sharing
That being said, we want to help get you the attention you deserve. Our members deliver the highest levels of service and professionalism and are each experts in their field. And with our combined knowledge base being the most extensive in the Belgian industry, we want to maximise our impact.
As well as articles published by ABRA, we want to invite you, our members, to share your expertise with our readership through the newsfeed on the ABRA website, as well as through our Group pages. If you have published a white paper, conducted industry related research or have a well-researched answer to a particular topic or current affair, then please do share it with us so we can help spread the word.
Find out what the EuRA panel had to say on leveraging the power of social media by visiting their YouTube channel.
GREAT NEWS! ABRA members receive a free best practice guide to social media sharing. Drop us a line at firstname.lastname@example.org for your free copy.
* “For B2B companies, LinkedIn is one of the most powerful social media channels available. …research of more than 5,000 companies has shown that LinkedIn is 277% more effective at generating leads than Facebook and Twitter.” – MarketingLand