When it comes to social media there’s SO much information out there.
Some is absolutely helpful and some, like my husband likes to say is ”straight garb”.
So how can you tell the difference? I wish it were as easy as black and white but the truth is, you need to consume information from the sources you trust. And that starts by implementing the strategies that you read about online and figuring out whether or not they work for your brand.
The second step is obviously to make sure you are consuming information from valid sources.
Everyone is a social media expert these days, so make sure that whoever is giving you advice walks their talk and is actually out there testing and experimenting.
Although I’d love to tell you otherwise, your branding expert or your seo guy might not always be the best people to consult with when it comes to social. They have their own awesome area of expertise, but chances are they focus on their own area and have minimal oversight on social.
That’s not always the case, of course, just be cautious. 🙂
So let’s set the record straight on a few social media do’s & don’t that might actually be sabotaging your efforts and keepin’ ya small.
Debunking 10 Social Media Myths
1. You have to post at certain times of the day.
Let me expand on this one. Sure, it’s absolutely true that posting at certain times of the day or on specific days of the week is really important to make sure you content gets seen by the most amount of people. However, you have to make sure those posting times are the right ones for you.
Googling the right time to post or following a Pinterest infographic is not the right strategy here. See, that information is generic and you need specific data that fits your own brand. Your fans and followers are unique to your brand, and they are going to have their own unique behaviors. So experiment.
You can use Facebook’s Insights or a tool like Tweeriod to give you a starting point.
Both tools are very useful and can point you in the right direction in terms of finding the most effective posting times for your content strategy. However, nothing beats experimenting. Take 10 minutes each week to figure out what times your most popular posts where published and take note of any patterns you start noticing.
2. Links posts don’t get a lot of engagement.
While visual posts tend to perform better on social, links still drive a lot of engagement when they are crafted in the right way. Especially on Facebook and Twitter.
Crank up the volume on your visuals to really boost your click through rate. And don’t ever underestimate the power of driving traffic back to your website
3. When it comes to my followers it’s all about the numbers.
We all want more fans and followers and growing your community is absolutely something you should continue to do. But quality will always trump quantity. You want to make sure you are building a community of people who actually care about what you have to sell.
Remember that having a huge fan base is not necessary for success and the whole point here is to move those fans and followers into email subscribers so you can build that email list baby!
4. Posting frequency doesn’t matter.
Mistake. Being consistent is key when it comes to social media. Depending on the social network you are on, frequency absolutely matters.
Do what works for you. And the only way to find out what works is by experimenting.
For example, you can post way more often on Twitter than you can on Facebook because the algorithm can bring posts back into the news feed while posts on Twitter only show up for a few seconds or a couple minutes at best in the feed.
No frequency works best for every brand so like anything, you have to experiment. But a good rule of thumb would be as follows:
– Facebook: 1-3 times per day (sometimes more often if you have a worldwide audience).
– Twitter: 2-10 times per day (sometimes more often if it works for you).
– Pinterest: 1-3 times per day (you don’t want to over do it with your followers).
– Google +: 1-2 times per day.
– Instagram: 1-3 times per day.
5. It’s all about me.
No, it’s not! It’s all about your fans. Promo posts definitely have a time and a place in your social media strategy but don’t over do it or you’ll turn people off.
Make sure to add value and before you post anything ask yourself, ”will this entertain, empower or educate my audience?”
6. I have to keep it professional.
Of course you don’t want to be offensive, inappropriate or straight share TMI on social, unless that’s just your brand (which is pretty unlikely).
On social you need to be approachable, conversational and real, just like you would be in real life. So ditch the corporate talk and don’t be afraid to share a little more of your personality with your fans and followers and infuse what makes you different into your content.
7. Giving away too much free content isn’t smart.
There’s a way to tell if you’re giving away too much content for free. Have you been giving away more content for free than you feel comfortable with (consistently) for the past 6 months? I’m talking giving away your very best stuff on social media, your blog, your newsletter, your podcast, etc.
If the answer is yes, then you’re probably on the right track.
The way I see it, you can only give away too much content for free if that is literally all you do and you never, ever monetize your business. At that point you wouldn’t really have a business…
I would say at least 80% of the businesses that approach me for coaching and consulting are barely giving away any content for free. So the chances of giving away too much for free is slim to none.
8. Social media can’t be measured.
Haha… that’s funny. Next myth!
Just kidding, but I’m serious when I tell you social media is absolutely measurable. Most of us are too lazy to do so, and that’s the problem.
Sure, there’s many aspects of social media that are hard to measure like offline interactions. If someone sees your content on social media and decides to tell a friend on the phone, chances are you won’t be able to measure those metrics.
But here’s what you can measure. Your email list and your sales.
If you are growing and email list from social media then social is absolutely working. It’s up to you to close the those sales.
Don’t believe me? Here’s a full blown tutorial on how to setup your Google Analytics to track your social media progress.
P.S. If you’re a traditional business, I don’t even want to hear that you can’t possibly measure social growth. I’ve worked with spa dealers, gyms, LASIK surgeons and even a moving company (just to name a few) who are all using social media to grow their email lists and close sales. So get started right away (sorry, I’m in a whiners-not-tolerated kinda mood).
9. I can ignore or delete negative feedback.
No. You can’t.
An important part of using social media for business includes monitoring your brand’s reputation.
People get ticked off when you ignore them or don’t respond, plus you’ll be missing out on valuable opportunities to show the rest of your community how amazing your customer support truly is.
If you want a little more info on how to turn negative situations on social into awesome opportunities you have to watch this #KimTV episode.
10. I need to join every social network under the sun.
Oh my, I remember the days when I too believe this one to be true.
Fortunately you don’t have to be active on every social network to see success (sigh*). Can you imagine if you did?
There’s over 400 social networks out there and the good news is you don’t even need to be on all the major ones. Pick one or two channels and really dominate them before you move on to the next.
It doesn’t mean you can’t be present on all social channels, but remember that you need to monitor each and every one of them and keep them updated. It can get overwhelming really fast. So if you want to find which social network is right for you, check out this #KimTV video.
Over To You
Aside from these 10 social media myths, what are other social media myths you once thought were true?
I’d love to know, so lemme know in the comments below!
Also, if you’ve found this post helpful share it with an entrepreneur friend you know will find it helpful.
Thanks for being awesome and I’ll catch ya next week.
I’m a sucker for good design and when it comes to creating gorgeous images for your brand, not tool is a better fit than Canva.
So you can imagine my delight when just 72 hours ago I got an email from Canva’s community outreach specialist letting me know I would have access to Canva for Work before it was released into the world so I could give them some feedback.
Here’s a quick shot of the awesome Canva team.
One very long happy dance later… I got to play with Canva for Work’s insanely effective new features and let me tell ya, I’m in love.
So I shot this quick video to take you behind the scenes of Canva for Work before it’s released.
If you love it just as much as I do, go ahead and sign up because they are a mere couple of days away from releasing it into the world.
Diggin’ Into The Key Features
So what is Canva For Work anyway? Get it straight from Canva’s CEO & Co-Founder, Melanie Perkins.
“Canva is extremely popular with individuals who create things like social media graphics, presentations, and business cards. It has saved them time, money, and allowed them to create graphics that look professional without needing to learn the expensive desktop design tools. Over the past two years, we’ve found that brands often struggle to an even greater extent with the same issues. Canva for Work takes Canva to the next level, by empowering companies to share design templates, fonts and digital assets, and to collaborate on the design process. …Canva for Work enables them to centralize all their assets, collaborate more easily, and oversee a brand’s image by providing remixable templates, images and design assets that other teams can use to create on-brand graphics.”
Centralize brand colors, logos and fonts. This feature is simply the bomb. Being able to save your brand colors, logos and fonts ensures that all your designs stay within your brand guidelines across the board. Plus, whenever you create a new design your brand colors and fonts are displayed as the default.
Ever been stuck trying to find your brand’s logo, font or colors? Not any more! Introducing another new feature you’ll find in Canva for Work: Brand Kits.
Magically resize designs. Here’s the feature we’ve all been waiting for. Quickly resize a design into all the formats you need. Create a design once, and optimize it for different social media channels, or campaign collateral.
Check out Canva For Work’s first feature, called Magic Resize. What do you think?
Here’s how I’ve been using this feature to resize my own designs.
Organize images and assets into folders. Centralize images and assets for you and your team.
No more having to upload the logo or dig through your uploaded elements every time you create a new design. A huge plus for teams is that your colleagues will never get stuck searching for the right logo again.
Invite your team to collaborate. Canva for Work is perfect for teams of all sizes, whether it’s one person, or a team of hundreds. It provides an internal commenting and collaboration system to improve workflow.
So What Do You Think?
I’d love to hear your thoughts on Canva for Work. Would you use it? Is it something that would be beneficial to ya? Definitely let me know in the comments below and feel free to ask any questions.
Don’t forget to head over to Canva for Work and sign up so you know exactly when they launch these ah-mazing features.
If you follow my blog you know I am all about winning on social media regardless of how big or small your budget is.
I feel this way because I work with brands who have millions in their marketing budgets and brands who have a couple bucks to spare. And guess what? They both get awesome results.
Of course, when you have a gigantic marketing budget there is much more that you can do, but if you are a small brand you probably don’t need to spend huge amounts of cash to get results.
If you are a small brand like me then you probably struggle with the same things I do.
”Who are you? How are you different? What are you all about?” In this crowded marketplace we have to learn how to stand out and most of us don’t have large budgets to do so. We have to fight to make every penny count.
So for the purpose of this article I am going to assume that your social media marketing budget is $100 per month.
How Can You Get The Most Bang For Your Buck?
Although later on the article I will give you specific tips for every major social network, I do want to give you some general tips that will help give your brand and edge.
1. Create Original Content
Sharing other people’s stuff is awesome, but when you start going the extra mile to add value via a blog, podcast, video show (etc.) – that’s where the magic happens.
Not only are you able to draw people back to your website from social media, you’ll also be positioning your brand as a leader in your industry and giving your brand a voice your fans and followers will resonate with.
2. Post Consistently
I know, you’ve heard this one over and over again. But it’s crazy how being consistent can seriously impact your efforts. No matter if you feel like you are talking into the void and no one is listening, stick with it.
Respond to fans and follower and engage in conversations whenever possible. That means spending a few minutes every day commenting on other pins on Pinterest, reaching out to influencers on Twitter or responding to every comment/message that comes through via Facebook.
4. Go The Extra Mile To Help Out
Brands who go out of their way to answer questions, connect users with resources or just provide ”how to” tips and tricks win. Do a quick Twitter search for questions related to your niche or industry and use it as a tool to add value to people’s lives.
5. Experiment & Stop Whining
Yes, we all want to learn the right strategies to implement at the right times for the right business. But don’t be lazy. No one understands your businesses as intimately as you do. So do the work and experiment with different posting strategies, different content types and different messaging until you get it right.
Ask any brand with a huge following and chances are they will tell you that a lot of work and effort went into building their community online.
6. Do Your Research
If you want to get to know your audience you have to put in the work. Channels like Facebook, Twitter, Instagram, Pinterest and so on provide a myriad of information when you do keyword searches related to your niche or industry.
But it’s not enough to just do a keywords search (duh!). You gotta click over to user’s profiles and get an idea of who they are, how old they seem to be, what types of content do they consume and whether they are your ideal client or not.
7. Use Paid Advertising
You have $100 to spend on your social media marketing. Use it on Facebook, Twitter or Pinterest ads. They all are amazing tools that provide insanely targeted ad spots that you can utilize to your advantage.
Promote your blogs, your lead magnets and when it is appropriate share discounts, offers and promotions (do your research before you disrupt the space with a lame salesy ad that won’t get you real results).
You can get a ton of value from spending $100 each month on social advertising, but you need to educate yourself first and do it right. There’s loads of free information on the web, so there’s no excuse to not run a great paid campaign or promotion on social.
Of course, all of these activities take time and are expensive as you want them to be. Small businesses truly have an advantage when it comes to social because media is more affordable than ever before.
But enough about that. Let’s dig into the strategies.
A Few Tips To Stretch Your Budget No Matter What Network You Are On
There’s tons of strategies out there and while I don’t want you to feel overwhelmed, you can always find ways to win at social media on a tight budget. That’s the beauty of it all.
So below you’ll find specific suggestions for most of the major players in social networking.
You don’t need to implement all of them right away. Pick one of two and experiment!
Video is hot. According to Tech Crunch the social network giant is generating over 3 billion video views per day. Facebook is giving video a huge push inside the news feed. At least that’s what I am seeing in the data across all of the 24 Facebook pages I oversee.
Use the advanced search functionality to enter keywords that will help you find your ideal client or customer. Then, engage with these users, learn more about them, and model the content they enjoy consuming.
Take 4 minutes a day to engage with your followers and other industry leaders. That means Retweeting and replying to their tweets. Engaging in real, genuine conversations won’t take long and can really increase your exposure.
Optimize your tweets with awesome images. Tweets that contain graphics get 313% more engagement. You can easily create these with the simple templates Canva provides.
Test out different types of content. Experiment with short videos, graphics and images to see what your followers engage with.
Take 5 minutes per day to comment on other people’s content.
Increase your exposure by researching popular hashtags and use them in your posts strategically. Meaning only add hashtags that apply to the context of your post and make sure the ones you are using are hashtags your audience follows.
Experiment with regramming other people’s content and always make sure to credit their posts to strengthen your brand’s affinity. I’ve been recently experimenting with Latergram’s new regram feature and it is super convenient to be able to schedule regrams as well as regular posts.
Brand your Instagram account and make sure to develop a brand identity by putting your own creative spin on your high quality images.
Use a business page, not a profile. Pinterest verifies your website when you use business pages and you get access to analytics and advertising features you wouldn’t have with a Pinterest profile. Plus, you can easily convert your Pinterest profile into a page. Use this tutorial.
Make sure to optimize your pins with high quality images and classy text overlays. You can find loads of templates to play with inside of my favorite design tool, Canva.
Comment on other people’s pins. This is something that is not super common and a quick way you can add value and stand out. Of course, make sure that the pins you are commenting on are relevant and the users you are interacting with are either influencers or prospects.
Use video. This is probably the most under-utilized feature inside of Pinterest. My mos popular Pinterest board happens to be my #KimTV board. Every time there’s a new episode, I pin it to that board and it always drives traffic back to my blog.
If you are freelancer, coach, consultant, writer or personal brand it’s always a good idea to start your own Pinfolio. Basically it’s just a board with samples of your work.
Start a testimonial board. I love how HostGator organizes all of their client testimonials into one easy to access Pinterest board. You can then embedd that board on your site, so get creative with it.
Experiment with Pinterest advertising. I’m a huge addvocate because I’ve been able to see some massive traffic to my site when I spend as little as $5 to promote my content. But remember, Pinterest is a high-class kind of place. Don’t use lame graphics, low quality content or salesly materials to lure people to your site. Keep it profeshhh (like Marie Forleo says) and you’ll see the best results.
Finally, sign up for Rich Pins. Whether you are a retailer and you want to notify pinners when an item goes on sale, or you are a blogger who wants to make it easy for pinners to save your articles for later, Rich Pins provide 6 different features that help enrich the overall experience when your followers interact with your content.
Make sure your channel includes a link back to your website.
Experiment with the new YouTube cards to send viewers back to your blog or website. This is really neat because now you can use these cards to lure viewers on mobile to click back to your site.
Embed your videos into your blog and use them to add value.
Ask viewers to like, comment and share your video for additional exposure and ranking juice.
Optimize your video descriptions with keywords and information related to your topic. This is also the perfect place to link back to your blog or provide additional resources for your viewers.
Experiment with video ads! This is something I haven’t yet tried for myself but some of my clients have been using it very successfully.
Did I Miss Something?
What are other ways to win at social media on a tight budget?
I’d love to add your thoughts and insights to the list.
Building relationships with potential customers is at the top of all of our lists when it comes to social media goals.
After all, that’s why we are on social to begin with.
So how can do this in a genuine way and get major exposure from it?
That’s what we are covering on this week’s KimTV episode.
How To Do It
In this episode I’m sharing a few ideas to celebrate your fans on social media and ‘breaking the ice’ so to speak by highlighting them (plus getting more engagement as a results of it).
The whole premise of this concept is to celebrate your fans and do this from a place of service without expecting anything in return, which is the key to success here since your fans can definitely tell when you have an agenda.
When you put your fans in the spotlight instead of your own brand, it immediately breaks down barriers and gets other people talking about you.
Brands Celebrating Their Fans
Here’s a few brands who are doing it right so you can get inspired to celebrate your fans on social media the right way.
Dr. Miami is the real deal. He might be a little too out there but when it comes to featuring his fans and patients, he’s got it down to a science.
Express celebrates their fans by letting them pick out a cool outfit every week. Talk about giving your fans a voice.
Our tropical print soft shorts are your Fan Pick of the Week. Just add a tunic tee and an umbrella drink!
Dunkin Donuts brings it home by featuring a cool photo each week of a fan enjoying their product.
Coffee in hand, you’re ready for anything! Congrats Grigoriy O. on being our Dunkin’ Fan of the Week! https://bitly.com/17nmiSX
So how can you apply these same concepts to your small business? Easy.
A Few Ideas To Celebrate Your Fans
So here are a few ideas to inspire you to put your fans in the spotlight and gain their loyalty.
1. ”Coffee is on us”- You can send out a coffee gift card just as a ‘thank you’ to a random fan for being part of your community. You can easily do this via Twitter or Facebook through the Starbucks app and get even more social with it.
3. Send customers a birthday cupcake to celebrate their special day.
4. Turn it into a weekly segment on your social media pages. Highlight a fan’s journey, interview them or share a compelling progress story. You can even name the weekly segment after #FanFriday, #StorySundays etc.
5. Share a photo of a fan using your swag (or even your products).
6. Take a selfie with a customer just because they are awesome and tag them in it.
7. Give specific fans a special discount on an item or simply give them a bonus product.
8. Create a social station at your store or location where you can take a quick photo or short video with the people who walk in your store. You might need to get a little creative with this one, but it can produce some awesome story content.
9. Fan takeovers are always fun. Pick a customer or fan who you already have a good relationship with and have them take over one of your social accounts for a day.
10. Bring on a fan or follower behind the scenes and have them be part of your product creation process.
11. Document ”a day in the life” of one of your fans or followers via social media.
12. Blog about a great success story you’ve had with a customer or client.
13. Interview a fan via your YouTube channel.
14. If you are a lifestyle brand, doing something random is always a good idea. Surprise a fan with their favorite candy bar. You might need to do a little extra work for this one to not look super-creepy, so one way to do this is to just ask. Your fans and followers will likely just tell you what their likes are and you can use this information to surprise them at a later time.
15. Create a ”hall of fame” at your location (or virtually) and turn it into a contest for your fans. There’s a million things you can execute on this one, so get creative with it.
Over To You
So what are other ways you celebrate your fans on social media? I’d love to know!
Head over to the comment section and share some of your experiences.
Publish Posts For Different Audiences on Facebook & Twitter
Ever wanted to market your content to a specific segment of your fans? Me too.
Perhaps you want to promote a specific type of content or posts to new customers and completely different content to existing customers. Or, maybe you have fans all over the globe who speak different languages and you want to cater to their needs individually. How do you make sure your content only reaches the right audience?
Of course, with Facebook or Twitter ads you can practically target your posts to reach anyone you want, but I’m going to show you how to do it organically (meaning for free).
But first, a quick story.
A few years ago one of my very first clients was an awesome university back home (Puerto Rico) and they had quite the challenge.
At the time, they were trying to market their bachelor’s degree program to high school students and their graduate program to senior students, while also engaging their current students to make sure they enrolled with us every year. And they wanted to do it all organically via Facebook (without any ads).
Now, if you think about it, all three of these demographics are in completely different life stages and have different interests.
High school students are into tech and their parents have a pretty big influence on their educational decisions, whereas senior students are either gain the upper hand in a competitive job market or are looking to go back to school to get a promotion and increase their salaries.
Stay with me here.
My point is that making sure your posts reach anyone on Facebook or Twitter is hard enough. So how in the world do you make sure your content and marketing messages land in the news feeds of the right people?
This is how.
Ensuring Your Posts Reach The Right Audience
Facebook gives you much more flexibility and options in terms of targeting your audience, so take advantage of these options as much as you possibly can.
To enable the narrowed audience feature for your posts follow these easy steps.
Navigate to your Facebook page settings.
Make sure your news feed audience and visibility for posts is enabled.
Go back to your page and compose your post.
Then, click on the narrow audience button and select how you want to segment your audience. In this post, I’m only targeting Spanish-speaking fans so it will only be visible to that group of followers.
Once you make your selections Facebook will tell you what your potential fan reach is. And your post will be ready for scheduling.
Twitter’s segmenting options are limited to a specific country, so this feature would only be useful if you have a worldwide audience and want to share specific updates with fans who live in specific countries.
Hootsuite and SproutSocial both provide this functionality inside of their compose boxes so you can conveniently choose your targeting while you schedule out your tweets.
To enable this functionality inside of HootSuite or SproutSocial follow these easy steps.
Simply open up the compose box and choose your desired Twitter profile.
Compose your message and click on the world icon. This will open up the country targeting options.
From there, simply select your desired country and schedule out your tweet.
Open up the compose box and choose your desired Twitter profile.
Compose your message and click on the world icon. This will open up the country targeting options.
From there, simply select your desired country and schedule out your tweet.
A Strategy To Consider
Ok, so what if you don’t have fans all over the world or who speak different languages? Check out your Facebook Insights and Twitter Insights for clues about your fan’s specific characteristics or demographics.
I’m almost certain you can find a few ways to segment your posts to make them even more personal and impactful.
I can tell you from experience, every time I see a post in Spanish inside my news feed from a brand that made the extra effort to speak to me in a way that is relatable, it grabs my attention and makes me feel special.
So it’s not just about making sure the right fans get your message, it’s also about standing out from the crowd and connecting with them in a special way.
Over To You
So there you have it, a few ideas to segment your posts to reach specific audiences on Facebook and Twitter without ads.
But now I want your insight.
How do you publish posts for different audiences on Facebook & Twitter? I’d love to hear all about your strategies and other tools you might use to help segment your messages to diverse audiences on social.
Go ahead, comment below, I’d love to hear all about your social experience.