Social Media – The Tortoise and the Hare

by • June 15, 2015 • Experts TalkComments Off on Social Media – The Tortoise and the Hare7595

Do you remember this famous fable about a competition between a hare and a tortoise? When the tortoise challenged the hare to a race everyone thought she was crazy. But by the end of the tale we all learn that the slow and steady tortoise wins the race, and that’s exactly the lesson we need to apply when we start social media marketing for our business.

Also Read: Twitter Advertisers Can Target You Based On The Apps You Use

It might seem like a good idea to start a business Facebook page, Twitter and Pinterest accounts, YouTube Channel, and Google+ and LinkedIn pages – all at the same time; in reality, unless you have hundreds of thousands of dollars to pay one or more agencies to do your social media marketing for you, this is not the right approach. This is running the social media race just like the hare.

To be successful you need to move slowly but surely, just like the tortoise. Begin your social media strategy by sitting down to answer these questions before you start setting up accounts:

What Is Your Goal?

Are you trying to attract new customers? Increase brand loyalty? Better and faster customer service? Brand awareness?

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Depending on your answers to these questions, some social networks will make better sense than others. If you’re trying to provide faster customer service, for example, Twitter and Facebook are very effective tools because they allow people to directly talk with company representatives and get help. A great case study comes from KLM in 2010 when the Eyjafjallajökull volcano erupted and caused major chaos to travelers.

Where Are Your Customers?

If you own a fashion brand, you will most likely see very high ROI when you spend time focusing on your Pinterest, Instagram and Facebook social strategies… LinkedIn is probably not a good idea in this case.

On the other hand, if you are a B2B company, Linked In is a great resource to connect with potential and actual customers. Look at your competitor’s social channels as well. Find out where your customers are and focus your energy on developing a strategy for those networks.

How Will You Measure Success?

This will depend directly on the goals you’ve set. If you want to create brand awareness and growing your fan base, it is easy to track how much your followers have grown week to week and see increased engagement in Likes, Comments and Shares.

For customer service you can track how many issues are resolved per agent per day and the customer satisfaction rating. If you’re a B2B using LinkedIn to find new customers you can set quarterly goals and track against that number.

How Much Time Do You Have To Dedicate To Social Media?

If you only have a few minutes a day to dedicate to social media marketing, you’ll probably realize how hard it is to manage multiple networks. Once you understand your goal and choose the network(s) that make the most sense to focus on, dedicate a few hours to plan everything and then only a few minutes a day to do maintenance.

Recruit others in your company who are social media savvy to help you generate content that you can add to your social editorial calendar, allowing you to focus more on strategy and metrics and less on content generation.

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Just like the fable of the tortoise and the hare, it is best to start your social media marketing slowly and steadily. Get more confidence and knowledge while gaining followers, loyalty and brand awareness instead of creating a presence in every possible social network but not dedicating the right amount of time to your campaigns or being in the wrong place for your customers.


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