My small, woman-owned public relations/marketing firm, Advice Unlimited, has been serving the Federal government marketplace for nearly 30 years to help companies with innovative technology get their solutions to the government. Every month, I’ll offer unlimited advice on how to work with this unique market. Please email me with questions or comments.

Advice Unlimited

Advice Unlimited

Tuesday, February 18, 2014

Who are you following?

When was the last time you looked through the people and organizations that you’re connected to via social media? To align your social media efforts with your business goals, it’s important to find ways to engage the people and organizations that can help you achieve those goals. Refreshing and replenishing your connections can be an important step in that process.

Selecting the Target

It helps to go through and categorize your followers and rate them high to low depending on their possible engagement. Making it simple by putting them in three categories of high engagement, medium engagement, and low engagement will allow for a better understanding of content that will generate the most pick up on social media.

To define each category, it is best to see how active each person is on social media. Here are a few things to look for when determining engagement:

1.    Is this customer reposting frequently? If so, what types of posts are being reposted?

2.    Do they have other social media pages? If so, which ones?

3.    Are they active and engaging with other organizations? If so, what types of posts (pictures, video, contests)?
The information that you find should become part of any future campaign involving social media. This will help to ensure that your posts become attractive to the right audience. Remembering to stay engaged with the customers directly is important.

Follow the Followers

Take a look around different social media platforms. Is your target market really all over Pinterest? If they aren’t, then why are you? Make the most out of social media by making sure you are on the sites that your target audience is involved with! So many organizations are on forms of social media they do not need to be on. It is a waste of time and resources.

Instead of being on every platform, take on one or two and be strong in that area. Be an engaging leader for your customer base. Knowing the content that’s most appealing to your audience can lead to new followers that can become strong influencers on your social media pages.

Make it Count

Getting a post to really jump out at someone is great. Getting your social media targets to talk about your posts is pure gold! When someone shares your post, your reach obviously becomes much larger. If you can reach new potential targets, your social media campaigning will become much more effective.

Engagement is a two-way street. If there is a post from an engaged follower, like it! This helps that one person know that your organization wants to be engaged with its clients. This little gesture will help to give a face to the organization. It also gives your organization a little bit of notoriety among that person’s connections.

Creating content that will engage the right audience can ultimately lead to new followers and clients for your organization. It will make your brand unique and a target destination for followers. Making the most of every aspect from posts to followers makes for a strong social media platform that can be used in all marketing campaigns and will generate a strong ROI for your organization.