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Building a social media presence is one of the most effective ways to drive web traffic and increase awareness for your brand. Interacting with your customers can be fun and very rewarding. One of my clients recently expressed an interest in improving their social media presence but wasn’t sure where to start. I understand that jumping into a new channel can be daunting, so here are some tips to get you started.

Where to start?

Don’t create an account for every social media channel simply because it’s a popular network. Focus on channels that are most relevant to your business and your visitors.  Make sure you are targeting social media platforms that match your target customer demographics.  The Pew Research Center has some great demographic information about all the major social media platforms. Think of your target audience; where do they spend their time online, and how to they want to consume content? It is better to pick one channel and do an amazing job than have thin content across all social platforms.

What to post?
  • Facebook – Facebook is the largest social network. Feel free to have a little fun with it. Post links to your own original content, such as images, blog post or testimonials.
  • LinkedIn – If you’re working in a B2B field, LinkedIn is the network for you. Share content that is more formal, technical and relevant to your business and industries you serve. Press releases, white papers, or blog posts all work well.
  • Twitter – You can share more on Twitter because of the fast paced nature. Share your original content, thoughts or ideas. But beware, if you don’t have enough time to commit to posting frequently, this might not be the right channel for you.
  • Google+ – Google’s social network. Low volume channel, but posting here gives google more content, keywords and expertise to index in it’s search results. Any content you’re posting on Facebook would be a good fit for Google+ as well.
  • Pinterest – If you have high quality images, or a visually compelling product, Pinterest is a great fit for you. Quality images have the potential to go viral, especially in niche environments. Great for promoting products or services with a strong visual element.
  • Instagram – Focused on photo-sharing. Great for tradeshows and events. Create a hashtag to encourage users to participate. Share behind the scenes photos, document day to day activities.

The most important thing to remember is to be authentic. Your viewers enjoy seeing a different, lighter side of your business. Have fun with you social media accounts. It’s ok to get creative and test different strategies. If you’re active on social media, share some of your success stories in the comments section below.