AKRON — Last week I had the opportunity to attend sessions covering various topics impacting the independent tire dealer. One of those sessions was with Michael Brown, founder of the Brainzooming Group, who gave strategic tips and advice for companies with one-person or small-group social media teams. Since this is a trend I see often with independent tire shops, I wanted to make sure to check out what he had to say.
My absolute favorite piece of advice he gave was to think of your social media like a TV sitcom: of the 30-minute run time, only eight minutes is made up of advertising.
What does this mean? You cannot just have your social media presence be all about you. Entertain your audience. Give them information they care about, something that they want to tune in for. They will show up for those things and then can get the information about your business or sales, etc., that can be peppered in with the rest of your posts.
Have you ever felt like you have a lack of time to commit to social media strategy and daily posting? Or what about creating a social campaign that produces business results? Well, guess what? Michael's presentation really hit home that you are not alone.
Those challenges, along with producing enough content, a lack of budget and being pulled between competing priorities, all are issues small social media teams are faced with. While using a social media dashboard such as HootSuite was discussed, one point I took to heart was learning how to use evergreen content versus timely content.
Does your company have a blog? Share that content on social media. You can take one blog and post it many times throughout the week. Additionally, taking the content you have and finding different ways to post it on varying social media sites is important too. Michael said infographics are a huge visual aspect that is not being utilized as much as it could be. For instance, if you have a blog post, you can link that to Facebook. Create an infographic with some of its key points and post that to Instagram. This will help save you time because you can use the same content, but repurpose it in different ways for different sites.