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Creating a Cohesive Social Media Strategy

The amount of social media sites on the web continues to grow daily.  Each one has different qualities, so many businesses choose to use several of them in their promotional efforts.  If you’re one of those businesses, here are some tips for keeping your social media strategy cohesive.

Identify your goal

This should be more specific than “gain more clients” or “bring more traffic to my website.”  You need to identify what it is that you want your audience to learn about you from your social media efforts.  What image would you like to portray?  What information needs to be presented in order to portray that image?  In what way should you present that information?

Brand, brand, brand

Having a strong brand image is incredibly important when you’re using several different sites to promote your business.  Use a common logo, tagline, and color combination where possible. Always keep your brand image in mind when posting photos, videos and even text posts.

Keep your “voice” in mind

Social media is a place where most people interact with their friends and other individuals.  So while your social media strategy is for your business, it’s important to add a little personality to your posts, and keep that same personality going throughout all of your social media sites.

Post consistently

You don’t want your audience to forget about you, but you also don’t want them to be overwhelmed by your constant updates.  There is a happy medium for every business, and it’s up to you to find yours.  If you use several different sites for promotion, there may be one that you use more than the others, and that’s fine.  However, you should keep a fairly consistent schedule on each site.  You’re representing your brand, and you don’t want your audience to think that you’re flakey or inconsistent.

Don’t just copy and paste

The audience that connects with you on Twitter is not exactly the same as the one that connects with you on Facebook and YouTube and so on.  While you may want to share the same basic information with each of your audiences, it’s important to not use each of these sites in the exact same way.  They all have interesting and different qualities, so use those qualities to your advantage and give your audience something a little bit different on each site.

Don’t be afraid to change it up

Yes, you want a cohesive strategy.  But sometimes, no matter how hard you plan, things just don’t work out the way you want.  If something isn’t working for your business, make a change.  This could mean posting more or less often, posting different content, or even discontinuing use of a particular site altogether.  Certain sites work well for certain businesses and not others.  There is no “one size fits all” answer.  So measure your results and do what is right for your business.

Creating your social media strategy will take a lot of planning and a lot of trial and error.  Do you have any other tips that have worked for your business?

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