Have you ever been asked the question ~ “what do you do?” Usually the answer is a simple one or two word reply, however when I say social media consulting invariably people ask me “what’s that?” Even my own family are still not sure what I actually do!

So here’s a little run-down to help my mum and others understand what my work entails. Please note this is what I do, not every social media consultant, strategist, manager, trainer or administrator does the exact same thing ~ there is no universal job description and every role within social media will vary depending on responsibility and experience.

And to dispel a myth – No, I don’t get paid to hangout on Facebook or Google+ all day (though admittedly that is a major bonus) – there is actually a lot of hard, yet extremely fun and rewarding work involved. No two days are the same and responsibilities vary with each project.

My first social media role was as community manager administering a Facebook Page and Twitter account for an agency. It was a simple process of researching relevant material, posting engaging content and replying to comments in a timely manner whilst building a fan base of strong brand advocates. It wasn’t rocket science, but it did teach me the fundamentals of social media: 1) Content is king, and 2) Engagement is queen!

From there I branched out into set-up and implementation of social media profiles and aided a number of businesses to launch into this space. Then it was onto analytics and ROI, monitoring, CRM and WordPress, all the while assisting businesses to gain the most from their online efforts. Small businesses owners started requesting me to impart my knowledge, so I set up Facebook for Business workshops. Next a Human Resource Manager from a large accounting firm contacted me and asked if I would work with them on their internal online policies and teach their staff the do’s & don’ts of social media for business. This aided my decision that the time was definitely right for me to follow my passion, so I quit my ‘day job’ and put all my energies into building my small social media firm full-time.

Like social media, my role within this space is continually evolving. I work closely with business owners, HR professionals and marketers to assist them navigate the social web, integrating social media marketing into their existing infrastructure. I work with them to ascertain the correct channels to connect and engage their consumers, build strategy – the master marketing plan through to the editorial calendar, set-up profiles, train relevant stakeholders, write and implement organisational policy, devise engagement tactics, competitions, campaigns, goals, measurement and the list goes on.

I have devised and implemented social strategies for a number of businesses across a diverse range of industries, from small start-ups to large global brands. Early on I decided not to specialise in any one industry as I love the latitude and diversity this affords. At present I’m collaborating with a few Business Enterprise Centres and regional training providers to offer workshops to small and regional business as well as launching two new, innovative businesses to the online world. Exciting times!

As a Social Media Consultant my role is to understand a client’s relevant target market, where to find them, what language (jargon) to use and how to engage them. Staying up to date with the latest developments; thinking innovatively; practising excellent time and project management skills; analysing, interpreting and reporting metrics usually to people who do not even know what a tweet is, are all part of the talents required to do this role successfully. Not to mention the ability to create exciting campaigns and competitions and ultimately generate leads and/or revenue for the client.

The biggest problems I face in my role is that social media changes on a daily basis and time limitations. It’s near impossible to keep up to date so I read copious articles and blogs on social media and digital marketing every single day. I’m also active on a few forums and social media management groups both on Facebook and LinkedIn. My focus is not on the tools of social media, but what they can achieve. I love sharing my knowledge and continually aim to update this blog (not always an easy task due to time constraints) with key information and ideas on social media so you may have a resource to apply ideas and techniques within your business.

So, have I dispelled the myth that all I do is play on Facebook all day?

Until next time…..

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Looking to learn more about social media and digital marketing for your business? Then check out the following list of some our favourite big boy bloggers and not so well knowns in social media and online marketing today.

Last week we posted the Cheat sheet for small business starting out in social media (infographic). This week we bring you the “Who’s Who of Social Media for 2012”. The aim is to assist small business determine where their efforts are best spent in the online world.

Statistics have been gathered from mid-sized to large social networks and cover topics such as their unique point of different, demographics of who uses which particular platform, and how this can be useful to marketing your small business.

Infographic supplied by Imbue Marketing
 
Which networks are you currently using?

Until next time…..

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  According to the May 2011, Sensis ~ Social Media report some 14% of small businesses, 25% of medium businesses and 50% of large businesses currently claim to have a social media presence in Australia....

For businesses that have as yet not embraced social media marketing, the [...]]]>

According to the May 2011, Sensis ~ Social Media report some 14% of small businesses, 25% of medium businesses and 50% of large businesses currently claim to have a social media presence in Australia.

For businesses that have as yet not embraced social media marketing, the main questions they continue to ask are:

What social networks are available?

Which social networks are suitable for our business?

Where do we start?

Flowtown and Column Five have put together a Social Media Cheat Sheet (an infographic – visual depiction) for small businesses that covers the ins and outs of the social media ecosystem which may help you navigate the major social media sites on the web. Information covered includes the major social media platforms available, how to begin, the jargon/lingo and finally the reach of the platform with users. Definitely a helpful checklist for any business wishing to dip their toes into the social media maze.

Flowtown – Social Media Marketing Application

Until next time…..

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The million dollar question then is [...]]]>

Love it or hate it, Facebook is currently the powerhouse of the social media networks. With over 800 million users worldwide and a reported 500 million active users per day, one thing is certain ~ your customers are most likely on Facebook.

The million dollar question then is why do so many companies find it difficult to use Facebook for business successfully?

We all know the old adage “build it and they will come” has never really applied, yet many blindly hope that if they have a Facebook Business Page,  fans will miraculously appear become loyal brand advocates and purchase their products/services. Once they find this isn’t the case, they lose interest and leave the page unattended when it gets all too hard and time consuming. There’s nothing sadder in social media than a desolate, forgotten Facebook Page. It has the same repelling effect as a shabby shop front and leads to brand apathy and damage.

Even though Facebook is reported to reach over a billion users by the end of 2012, it’s only going to get more difficult for businesses to connect with prospects especially as the big brands jockey for the competitive advantage, users’ tastes change, the demographics shift and the Facebook phenomenon continues to advance.

I personally believe Facebook Pages out of the BIG 4 social networks ~ Facebook, Twitter, LinkedIn & now Google + is the most difficult to connect with and grow a thriving group of brand advocates. The network is in a constant state of flux, responding to real-time user patterns, demands and trends. People have learnt to tune out excessive noise and clutter and expect something in return for their loyalty which makes it all the more difficult to connect with them as a brand. Yet, Facebook still provides significant opportunities to connect and communicate with key audiences especially as this audience base continues to grow. It is therefore well worth your time and effort.

So, how do YOU as a business owner or brand marketer stay ahead of all that noise, clutter, change and most importantly connect with those much needed prospects on Facebook?

Simple…. Take your Facebook Business Page seriously.  It’s now the opportune time to step it up, or …. Dare I say it, get out!

The first step in taking Facebook marketing seriously is the presentation of a well branded Facebook Page.

Presentation IS an important part in social media marketing even though we give credence more to the social side. Wowing your audience with a great first impression is vital, yet Facebook Pages offer little room to stand out visually to make a memorable impression. That’s why it’s best to leverage every opportunity to deliver a unique brand wherever possible.

The three valuable branding opportunities available on Facebook Pages include:

1. A Landing Page (commonly referred to as a Welcome Page) should be a welcoming branded experience to new visitors. It is a perfect opportunity to introduce yourself, communicate what the page is all about and point the user in the right direction (i.e. Like our page or sign up to our newsletter). Statistics show that visitors are more likely to convert to fans (click LIKE) with a Page that has a customised Landing Page than on a Page without.

2. Similarly, a Facebook Page Profile Picture offers great branding exposure. The profile picture should be a maximum of 180px wide to ensure the thumbnail fits, but height can vary to a maximum of 540px.  Again this is valuable marketing real estate and could include brand logo, contact details and what you do.

3.  The third branding opportunity is the Photostrip which offers a chance to extend the visual branding with five pictures to the right of a Pages Profile Picture. Images of any dimension can be uploaded, but to maximise and ensure picture is centred best option is 97w x 68 h pixels (aspect ratio: 1.43:1 –width/height).  Use the top photo strip of your Facebook page in a creative way. Spell out a word for a particular campaign, make a cartoon by connecting the images, or show unique headshots of employees. Great examples of creative branding can be seen at Hyperarts.

These three branding opportunities are important to the success of your Facebook Page so get the fundamentals right in the first instance and then focus on conversion. Hire a graphic designer or digital marketing company, or if budget is limited, read up on how to do it yourself.

Don’t give up. No matter what – at this current time Facebook Business Pages are still the most influential tools in a social media marketing plan.

Until next time…..

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