New year, new goals, new you. Your business experienced a lot of changes in 2013, and in these first few days of 2014, it wouldn’t be a bad idea to figure out where your business and social media strategy were, where they went, and where you want them to go. These New Years resolutions will help you get there!
If you’ve been using social media to engage with your business audience for any length of time, you’ve probably come to realize places like Facebook are a far cry from a static marketing atmosphere. These platforms tend to adjust to the expectations of its users as well as gravitating to a generally more profitable advertising space.
While the structural changes which cater to targeted advertising are significant and shouldn’t be ignored when considering your broader social media strategy, I’m going to attack the topic of conversions from the customer expectation side of the equation. After all, while statistics show people do in fact engage with sponsored advertising, satisfying your fans and followers with the content they’ve come to see is by far a bigger contributor to long-term success.
For the local small business, social media is one of the best ways to reach out to a nearby community of consumers while allowing for consumers to turn around and engage with the company socially.
Although Facebook strives to make their tools as user-friendly and straightforward as possible, there are a number of features available for businesses to utilize that can have a significant impact on local engagement and visibility, which shouldn’t be overlooked.
All too often business owners regard Facebook as a secondary part of their outreach strategy. To the informed visitor, this often shows on their pages in the form of abandoned posting schedules, over-personalized content or otherwise uninteresting content, bare About pages, and/or a lack of visual media such as images, photos, videos and other non-text content. Read more..
You don’t have to dig too deep into discussions surrounding Yelp and its effect on businesses to understand it has caused marketers and business owners to draw battle lines in the sand. To categorize Yelp as a “service” is a somewhat thin description since it has the potential to do just as much harm to your business as it does good.
Much of the debate over Yelp centers on the technical process that goes into filtering reviews posted by users. Yelp maintains a tight grip on what actually shows up on a company’s review page by mediating the kinds of reviews readers can see. That said, there are still plenty of ways to avoid the negatives most of which don’t require too much effort.
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