Take 5.

Five steps, over the next six weeks, to make real strides that change your next quarter. For the better.

Statistics reveal that Social Media Marketing (SMM) can generate ROI. The trick? Getting to know the D-List.

1. Diversify – Are you the C-suite of your SMM? Don’t be. Go internal and enlist varying perspectives to create killer content. Here are 2 scenarios:

• Limited Resources – no consistent stream of internal intel you can depend upon? … Take it to the streets! Conduct informal market research via your own social networks or through email. However you engage, begin with inquiry. You’ll be surprised – The answers you generate from the questions you ask will save valuable time.
• Team Work Works – perhaps you have a smaller team of colleagues and cohorts who can help create content. Perfect. Delegate tasks. If all else fails, grab a deck of cards. That’s right – take a (calculated) chance. Ascribe 1 suit to 1 topic or 1 type of statement, and use this as a creative content guide. … Does the trick and saves time.

2. Differentiate – Know your audience and know your platform. Feel free to use 1 piece of content for multiple social media avenues. But, take time to mix-up the messages. Here’s what we mean:

• Facebook – On Facebook, you’re family. So talk like it. Just be sure to use the we’re-in-a-nice-family-restaurant voice and not the one from Uncle Benny’s diner. You’ll feel real, and you’ll get much more real engagement because of it.
• LinkedIn – How frequently do you log-on to LinkedIn outside of the office? …Exactly. On LinkedIn keep it business, but conversational. Pick topics you and your colleagues can relate to: the morning commute, what’s for lunch, healthcare and wellness, vacation time, working late. Lead with tie-ins like this and link your content to it.
• Twitter – Pick a tone, any tone. On Twitter: brevity is boss.
  • Identify exactly what you want audiences to gain from the content.
  • Use proper grammar.
  • Don’t be terse.
  • Do take-up character real estate by including the following: a) #hashtag – relevant and well-researched; b) @mention – for associated parties; c) photograph. In fact, using pictures is the real way to set your tweets apart.

You might spend the most overall time crafting your tweets. But it’s worth it.

#Protip – Aim for 120 characters, max. This maximizes your RT potential.

3. Drive – Triangulate your Social Media. (Think: opposite the Bermuda Triangle.) That is, use each avenue to adeptly direct traffic to another source. Your map might look something like:

• Twitter –> check Facebook for more!
• LinkedIn –> Like us on Facebook … when you’re not at work, of course.
• Facebook –> Follow us here & visit our website, too.

4. Develop – Don’t feel like you have to master every single detail of Social Media all at once. In fact, with that sort of pressure–your SMM is likely to self-destruct. Instead, allow your strategy to develop. Here’s one gradient you might follow:

1. Post. Pay close attention to audiences and tone.
2. Add. To all platforms (not just Twitter), add — relevant #hashtags, @mentions, and photographs.
3. Interact. Make sure to follow/like/comment/share (Facebook), follow/favorite/reply/RT (Twitter), link-in/like/comment/share (LinkedIn). You might even join and interact with Facebook and LinkedIn groups.
4. Organize. Create lists on Twitter to strategically target specific conversations and audiences.
5. Play. Stage a contest or use social media platforms to build-off of each other. On Twitter, you might ask a question. On LinkedIn, you might answer it.

5. Demand – Need some help?? Just ask. Try BufferApp to queue posts and to efficiently edit multiple platforms and accounts. Use the basic account for free, or upgrade to The Awesome Plan and get 2 assistants!

#Protip – BufferApp also has analytics and emails quality Social Media tips.

…Who said the D-list is a bad thing??

Your Wayfinders,

Capra Strategy