When it comes to small businesses and social media, there is a serious disconnect. Take a look at these statistics:
- 85% of consumers expect businesses to have an active social media presence. (Vocus)
- Less than 75% of SMBs use social media. (BIA/Kelsey)
- Only 12% of small businesses have a full-time social media manager. (Zoomerang)
We get it, though; when you’re part of a small marketing team, it can be easy to let social media fall to the wayside. Fortunately, it doesn’t have to be that way. Using free tools you’ve already got at your disposal, you can create simple DIY resources to streamline your social strategy. Investing a little time now to organize these five resources will save your team tons of time and effort in the long run.
1. Evergreen Content Library
Evergreen content is anything that can stand the test of time, and a library of this content will allow you to extend the lifespan of the assets you create. The easiest way to do this is to make a spreadsheet with different tabs to organize your library either by topic or by format (white papers, videos, infographics, etc.), and regularly pull content from this library to post to social media. Just don’t forget to go through it a few times a year to make sure everything is still relevant.
2. Frequently Asked Questions
If you find yourself answering the same questions over and over again on social media, it’s time to put together a list of FAQs. That way, when someone asks how they can get a free trial of your product, you can copy and paste your answer, drop in their name for a personal touch, and amaze them with your speedy response.
3. Your Top-Performing Posts
Did everyone and their mother share a video you posted on Facebook? You’ve got a better chance of replicating that success if you recognize what made it so popular. Keep a list of social media posts that outperform the others so you know what types of content resonate with your audience.
But remember, the success of a social post isn’t solely based on its content. For example, the time you post and whether you target a specific audience can also factor into how a post is received. Maybe you get twice your usual engagement when you tweet infographics on the weekends. Tracking these factors in a spreadsheet will help you visualize trends and keep social interaction high.
4. …And Your Worst Posts
While we’d like to pretend everything we post goes viral, sometimes a post just—to put it frankly—bombs. Keep a list of social posts that get exceptionally low engagement so you can detect any patterns and learn from your mistakes.
5. Crowdsourced Content Hub
We’ve talked before about how helpful RSS readers can be in curating content, but have you ever considered that your coworkers are a similarly great resource? They’re already reading articles about your industry, so why not use that to your advantage? If you have an employee social network (such as Chatter) create a group where people can share their favorite content. No corporate social hub? Create a Pinterest group board they can add to instead.
You can also use this idea to compile examples of other companies’ social success. For example, if you see a Facebook ad that really stands out, pin it to a secret board to keep as inspiration for your own campaigns. (Using social media to improve your social media? So meta.)
What’s great about these DIY resources is that you can create them all for free with tools you already have. Do you have any secrets for staying on top of your social media strategy? We’d love to hear your ideas in the comments!