Social media can be a very powerful tool if used properly.

At the same time it can be very intimidating when it comes to business, even to those who may use it for personal reasons daily.

Leveraging social media properly is much more involved than you might initially think. A really effective social media strategy is more than tweets, likes and shares.

Despite the complexities, here are 3 smart tips that will get you on the right path with your social media strategy.

1) Start With Real Business Goals

Starting with real business goals is the most important piece of advice in this post. Social media goals should be directly related to the inbound marketing methodology.

Your social targets should help attract, convert, or retain visitors. That’s not to say that having 5,000 followers on twitter or 5,000 likes on facebook isn’t a worthy goal. It just needs to be part of a greater goal to have an effect.

For example, ask yourself this:

  1. What are those 5,000 followers going to do for you?
  2. Are they going to share your content and help you produce leads?
  3. Are they going to be exposed to awesome content that entices them to convert and become a customer?
  4. Are you creating social engagement that is meant to keep current customers involved with your company and create advocacy?

If you haven’t noticed it yet, a real effective social strategy isn’t much different from any other marketing strategy. You need to consider your audience, their questions and interests and set a specific plan for how you want them to interact with you.

2) Be Consistent With Your Posting Schedule & Voice

This really starts with knowing your audience and being tuned in with their interests. Some audiences may require things to be fun and playful while others may need to be more serious or technical. Use a voice that will resonate with your visitors.

Have a posting schedule that will be consistent but not overbearing.

Everyone knows that you shouldn’t be using your social platform to hard pitch your business in a direct way, but even fun and engaging posts should be wary of over saturation. You don’t want to burn out your audience. There are no hard and fast rules here, it’s up to you to be aware of your followers and their preferences.

3) Use Analytics

This tip ties in directly to tip #1.

No marketing effort is complete without metrics. Use analytics to track user behavior and adjust your efforts to make sure you are getting the most out of your social media. Facebook and Twitter have built in analytics reporting, but be sure to couple that data with website analytics.

Robust analytics will help you ensure that your social strategy is working towards the goals that you have set for the campaign. Check your analytics, and check it often. Then, adjust as necessary.

***Shameless plug alert*** If you are looking for help creating and managing an inbound oriented social media campaign, we are here for you. Check out our page on social platforms and contact us to find out more about what we can do for you.