What are you focusing on when you write your social content?

Since social media marketing is customer-centric, businesses need to adapt their content accordingly. Traditional marketing methods aren’t what attract customers to connect or do business with brands. People aren’t looking for you to push content on them and flood their social streams; they’re looking for valuable information to solve problems and/or brands to connect with that they identify with. This knowledge should make it obvious why the ‘why’ behind your product or service is a key component to your social content.

Does your message focus on the bigger picture?

The first question you should ask when composing your social media content is if your message focuses on the bigger picture of what your services or products bring to your potential clients and clients, or if it focuses on the attributes and characteristics of your services and products.

There’s a huge difference between the two; messaging around your products and services versus messaging according to the essence of your solution(s). Even though the concept seems clear, it is tough for businesses to keep the essence of their products and services present in their messaging. The challenge is removing the excitement of what your service or product can do. Also, it’s much easier to write about the ‘what’ and the ‘how’ than it is to write about the ‘why’.

The different ways marketers try to keep their social media content messaging on track is by building buyer persona profiles, analyzing social media data to know which shares are getting more engagement, having a content strategy with set themes, keywords and phrases built around the target audience and tweaking those online marketing efforts accordingly. Although these are all great ways to keep your messaging customer-centric, they don’t always get the job done on keeping the ‘why’ in that content.

Don’t be afraid to rework.

From personal experience as an online marketer, I can say that I always find myself reworking social media content and the messaging to ensure the ‘why’ is there. It’s so easy to get lost in writing something that explains the technical aspects of how your product or service provides a solution for those you cater to. Although this is good and part of your marketing strategy, when you want your ‘why’ to stand out, the message needs to reflect the concept behind your product or service. Answer questions like why do you do what you do? What revolutionary change does it represent? What emotional and real life problems does it resolve?

For example, we know social media marketing is something businesses need to implement since it’s a way to grow their business, but the essence of social media marketing is for businesses to create long-lasting relationships with their potential clients and clients, to connect with their audience on a much deeper level, to share and spread the powerful message of how their brand will make a difference in their consumers’ lives.

The driver is the “why”

Of course there are businesses whose main objective is to increase sales through their social media efforts, so the essence of what they do isn’t necessarily what they’re concerned about. However, there are also a good part of passionate entrepreneurs who create a business with the intent to make a positive change in the world, to give back to others and help them in their life (whether professional or personal). For those mission orientated businesses, their ‘why’ is the driver and needs to be expressed in their social media content. Furthermore, whether you’re a money or passion driven business, if your social media content excludes the ‘why’, you won’t differentiate yourself much from your competition. Everybody can explain how their service or product works and what it does, but sharing the ‘why’ is what will make that business stand out and create an unbreakable bond with their community and customers. People like to identify with something that makes a statement, that promotes a cause and that does something significant.

If you want to make an impact with your brand, if you want to become memorable, you won’t be able to do this without including the ‘why’ in your social media content.

How do you keep your social media content messaging focused on the ‘why’?

The challenge of connecting with influencers on social media

Behind any good social media marketing strategy is the influencer component.

Influencers increase the reach potential for your content and brand’s credibility. If you have influencers sharing your content it means they find value in it and due to their credibility, your business gains a stamp of approval with the online community as well. It is important, however, to note a couple of things with influencers.

Social media is meant to be social?

If you’re a social media marketer you know how social media is meant to be social. You also know how influencers are supposed to be social, but that not all of them are and that some aren’t at all. They might not be social because they choose not to be or because they lack the time. Whatever the reason, don’t allow it to deter you from reaching out.

If the influencer you are reaching out to is choosing not to be social, engaging with them online still helps you to gain additional visibility. Furthermore, their content is full of valuable information for your community, so you would be doing a disservice to your audience if you didn’t share their content. Also, as long as you keep showing your own brand’s value and genuine interest in building a relationship, you could at some point succeed in connecting with them.

Add value; Avoid the “hard sell”

If an influencer’s lack of socialness is due to time constraints, this means they will get back to you at some point; that is, as long as you’re adding value and being genuine.

You don’t want to reach out to an influencer by trying to make a sales pitch or asking something of them for your business without having first shown interest in them and what they do. A push type behavior not only goes against the fundamentals behind social media marketing, but it also shows a take mentality that tends to turn people the wrong way. I’m sure you don’t like it when out of the blue, someone you don’t know, asks you to do something for them or makes it clear they are only approaching you because they want something from you.

Be genuine, social, positive

Once you’ve identified the influencers you would like to connect with due to their influence within your business’ industry and because you find a lot of value from them for your own community, keep in mind being genuine and social. If you don’t get a positive response from your attempts to engage with them, try interacting with them on different platforms or in different ways. If that still doesn’t work, then you know you’ve probably reached a less social influencer or one that is not interested in building new relationships. Keep them on your list of valuable content that you can share across your brand’s social networks and then keep approaching the other influencers on your list.

Even though you may encounter some resistance from the influencers in your industry, don’t let it dissuade you from attempting to build relationships with other influencers. As a business owner or social media marketer you know all too well that a problem never remains as long as you have alternative solutions and ideas in mind to continue with the social media strategy you’ve decided to pursue for the success of your business.

In what ways have you overcome the challenges of building relationships with influencers on social media?

3 Ways To Set Realistic Social Media Marketing Expectations

As a social media marketer you’re most likely busy taking care of your clients and working on growing your business. So, what do you do when the business owners you meet have expectations you know aren’t realistic?

Anyone doing social media has come across those articles by gurus and experts that make it seem as if all a business has to do to be successful with their social media is to create the next best viral video or apply that one technique which will work wonders. Tell me you don’t cringe every time you across one of those articles?! I know I do; not because of the article per se, but because of its consequences. These types of articles make your next conversation with a business owner very challenging, but there are some helpful things you can do to resolve the issue.

Since, you haven’t built the necessary trust with your potential client (just yet), you are going to have to do a good job at showing them how social media really works and why your plan is effective even though it’s not the magical formula they’ve read about online.

  • Your first step is to have some stats. One of the best ways you can prove to a business owner that social media marketing doesn’t work miracles overnight is by showing them some proof. Social media industry reports, such as Social Media Examiner’s yearly reports, are a good place to start. With valid data you have something your potential client can’t ignore (as you share with them the process and strategy that will take place with their social media activity).
  • Secondly have some case studies ready. This may take some time to develop if you want to use your existing or previous clients’ social media networks and strategy as examples. Another way you can do this is by finding two or three brands that are doing a good job with their social media, implementing what you know includes best practices, and not brands that are famous. Build your case study by focusing on the social media marketing fundamentals the brands are applying and that are visible at a first glance (like consistent presence, mix of type of content, campaigns during the holiday season, the use of hashtags).
  • The third point you can make during your conversation is comparing social media to business planning. By highlighting this similarity and the fact that long-term strategy and perseverance are essential to business growth, you are speaking a business owner’s language and helping them to see how it is applicable to social media marketing. Knowing there are no quick fixes to growing a business, that it requires hard work and time, should be common knowledge to any entrepreneur.

By speaking the business owner’s language, having good case studies and social media marketing industry stats to prove what you’re saying to them is true, you should be able to correct their expectations on what’s really going to take place when their business takes on social media.

How have you overcome the expectations business owners gain from those “magical formula” social media marketing articles?

Dealing with social media faux pas to avoid havoc

Social media marketers know there are guidelines and rules in place for the social networks they manage, but not everyone reads or follows them. It may be because you didn’t see this one rule (as you skimmed through the long list of items) or you feel those rules are unreasonable, or maybe it’s because your client or employer has made a request that you want to meet.

Whatever the reason, you want to think twice before making that decision because you could ruin your entire marketing efforts.


One example that comes to mind involves business profiles on Facebook. I’ve encountered plenty of business owners who know they are not supposed to create business profiles, yet they still do it or they request this from their social media manager. Until Facebook finds you and shuts you down who cares, right? Well, not really. If your profile gets shut down, you lose everything; is this really what you want for your client or business? I don’t think so. Wouldn’t it be better to start things off on the right foot; create a page that you can build, and not have to worry about all your work disappearing all of a sudden? I would think that’s the better option.


Another example is LinkedIn’s site-wide guidelines and group rules. We all know they exist, but not everyone follows them. Then out of nowhere you get SWAM’d (you get added to the Side-Wide Automated Moderation list), which means your group posts no longer get posted; they are put in the group’s submissions queue for review. Unless the group moderators are actively checking submissions to approve posts every day, your posts may never get approved or they won’t until you get the group moderator to change your status back to “Approved to Post” and resolve the issue.

…and others

These examples provide only a few of the social media faux pas that commonly take place. Even though they seem minor, they are not; especially, when a business is using their online presence to increase brand awareness, visibility and sales. Sometimes mistakes happen, like with the LinkedIn SWAM issue. There are times when LinkedIn will take it upon itself to SWAM an individual, the group moderators don’t even know the group member has been SWAM’d. However, LinkedIn does have their specific site-wide guidelines, so even though groups are independent and have their own rules, you must follow LinkedIn’s rules to fall within their graces and avoid surprises. For the Facebook profile situation on the other hand, their Terms of Services make it pretty clear, “You will not use your personal timeline [Profile] primarily for your own commercial gain, and will use a Facebook Page for such purposes.” In this case, whether you are a social media marketer or business owner, you know you’re not supposed to set up a business profile.

Ultimately, the problem with not following social network rules is not the faux pas aspect; it’s the fact that in doing so you could hurt your marketing efforts and the business or businesses you represent. The next time you find yourself pondering not following a Facebook, LinkedIn or other social channel regulation, or not reading the platform’s guidelines; make sure you’re ready to suffer the potential consequences.

How do you deal with social media faux pas to keep your online marketing efforts in place?

How to share social media marketing insights with businesses

Recently I came across a comment by a business owner on the difference they saw between their success in using Facebook and email to promote their services. They found their email list to hold a higher response rate versus their investment in Facebook advertisement. This result shouldn’t come as a surprise to social media marketers; it is common knowledge that social media is only one component to an effective online marketing strategy. However, the reaction can be an opportunity for social media marketers to acquire inside knowledge that can assist them when taking on a new client.

Managing client expectations

Managing your client’s expectations doesn’t only include letting them know what social media services and results they can expect. It also includes sharing some of your insights on the industry. For example, how they shouldn’t necessarily expect their Facebook presence to lead to more sales than an email marketing campaign. For as much as this seems common knowledge, it is not for business owners who come across a number of articles that make it look like social media has the magic power to make their business make millions almost immediately

Establishing a long-term relationship

Being upfront with your prospects and clients also ensures that who you take on as a client will stay for the long-run. People like doing business with those who don’t promise them the unimaginable, but with those who are honest and straight forward with them. If a prospect doesn’t like what they hear or doesn’t believe you, better to lose them now than to work with them only to have them leave you as soon as they can. It takes time to set up a social media marketing campaign, you don’t need to invest that time on someone who doesn’t plan to stick around. Establishing a long-term relationship through sharing the right expectations is the best way to use your time and theirs.

A good portion of business owners associate social media with speedy sales; unfortunately for them, this isn’t how it works. By sharing your insights on social media and expectations you can avoid a disappointed client. Helping them to understand the nature of online marketing as a whole, ensures they are truly ready to make an investment and it will make you a reliable partner for them to work with if they choose to do so. Although the more clients the better, it’s the right clients that will help you grow your social media business.

Do you share social media marketing insights with your prospects or clients and did you find it to help your working partnership with them?