One size does NOT fit all

Social media sites are many - and you could spend all day, every day trying to keep up with all the opportunities they offer you to present your business profile.  So how do you choose where to direct your efforts?

There's a really simple answer - find out where your ideal client hangs out and make yourself visible there.

Now, that seems pretty easy and logical, but in reality you're going to have to do some serious work.

Here is your checklist to help you to pick your platform:

1. Decide what your ideal client looks like.  Not just a general description - 'Lawyers', but very specific details of the client 'Lawyers between 30-45 who specialise in company law and are either a partner in their firm or are likely to become so shortly.'  You can take this further by describing the size of the firm they work for, their annual fee-earning level, the type of car they drive, the type of client they work for, etc.
2. Be very clear about what you can do for these people that will make a difference to them - and how.
3. Find out which groups, forums, social media platforms, institutions and associations they are active in.
4. Join the groups and forums they are active in, offer to speak at their institution or association events to share your expert knowledge.  This is NOT about selling your services, but about sharing your insights and helping people as much as possible with advice, tips and suggestions.

If you are targeting people who are selling to consumers you'll often find them on their Facebook Page and they will appreciate you joining their community and contributing to it to help them to keep it live.

If you are targeting business-to-business organisations you are probably going to find them on LinkedIn - and will need to do some research into which groups they are most likely to be in.  If you can join the group, respond on threads and offer advice you'll soon get noticed.

If you are trying to reach creative people you may find them on Pinterest and can repin their designs and choices to make them aware of you, as well as connecting with them elsewhere.

There are many activities that you could engage in - but the key to everything is to really know who you are trying to connect to inside out, it will make finding them much easier!

Social media for business

There are opposing views about whether it's OK to use social media for business.

Of course, it's OK, there are no rules that say otherwise, but does it work?

Camp One says social media should only be used for 'social' activities and it's all about getting to know people, not selling your stuff.

Camp Two says that social media is a great way to promote your business, products, services, etc. and is not just social.

So who is right?  And who is wrong?

Camp One is right because it IS all about getting to know people and building relationships, not selling.

Camp Two is also right because social media is an excellent way to promote your business, products and services.

Camp One is wrong that social media should only be used for social activities - or LinkedIn would have failed back in 2003.

Camp Two is wrong in that if you ONLY promote your business etc. people will switch off.  Nobody wants to be sold at.

Confused?  No wonder!

It depends on what you are trying to achieve.  There are a number of purposes for using social media:

• To become a thought-leader
• To encourage people to visit your website
• To help people learn more
• To provide opportunities
• To get to know other people who may become clients, partners or advocates

These are not all exclusive, but each outcome needs to be approached in a different way, choosing the material and platforms that will get you the best results.

If you just keep posting 'buy our stuff', 'special offer on widgets; just $10 for 5000', 'we offer fantastic consultancy services for small business owners', you'll soon lose followers on Twitter, and won't get engagement on LinkedIn, Facebook, Google+ and others.

However, if you post more engaging content e.g. 'Did you know that the auto industry uses 735.203 widgets an hour across the UK?' - with a link to an interesting blog on this subject, most people will:

a) read the post
b) click the link
c) follow/connect with you

Tips, advice, links, controversial statements, challenging concepts, interesting blogs and intelligent comments on other people's posts all attract attention and get links clicked.  (So don't forget to put relevant links into your posts so people can find out more on your website).

Broadcast only is not good news - engagement and conversation is the only way you'll start building relationships.  So, leave the camp and go out exploring in the social media forest!