Recap: Small Business Member Meeting - Getting the Most from Social Media - March 19, 2014

Posted Date: 
March 19, 2014

March 19, 2014 Recap:

Guest Speaker: Ben Landers, President, Blue Corona

Lisa Cines, Vice-Chair of the Small Business Committee, and Clark Kendall, Co-Chair of the Small Business Committee, welcomed MCCC members and introduced the guest speaker, Ben Landers, President, Blue Corona. Landers presented about the “Getting the Most from Social Media.”

Social media is a valuable tool for companies to build awareness, community, referrals, and generate leads. Landers’ framework for social media success is:

  • Make data-driven decisions
  • Treat your website like a virtual sales rep
  • Maximize your online real estate
  • Continually test and optimize
  • Be the authority for what you do in the markets you do it

It is important that a company’s social media plan has a targeted, strategic approach. Landers provided the following guidelines for execution:

  • Identify your target audience and find them online
  • Create an online presence
  • Listen to your audience
  • Create and share content
  • Analyze results
  • Tweak and repeat

Online and social media marketing are unique tools because content and strategies can be continuously adjusted according to the results you collect. It is also important to recognize that the context for different social media sites varies.  Landers stressed the importance of tracking and analyzing results of social media efforts. Facebook, LinkedIn and Twitter have built-in analytic tools. Sprout Social is a tool that helps manage and measure social media efforts.

When tracking results, Landers suggest focusing on these categories:

  • Awareness: Reach and impressions
  • Engagement: Likes, shares and conversations
  • Conversions: Email sign-ups, downloads, phone calls

Landers advised that before jumping into social media, be sure to have 2 or 3 profitable customer generation strategies in place. Also, consider starting with Facebook and building engagement before expanding to multiple platforms. Connect with customers, vendors, friends and influencers.  The most resource intensive part of a strategy but also crucially important is creating good content.

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