Smart use of social media at work, 7 point checklist and introducing RiseFuse
Using social media at work can be a productive use of your time — the key is for you to have a business objective behind it.
I won’t list all the business objectives here, there are so many, but the obvious ones that spring to mind might be finding new customers, serving existing customers, finding new staff and spreading the word.
To use social media at work well there has to be intentionality about it.
If you’re not already using your social media channel for work then just using your existing Facebook or LinkedIn profile is unlikely to cut it. Why not start with something new, and focused?
Any social media channel that you create, whether a Pinterest board, Twitter account or Facebook group, is still a media channel just like The Times or BBC News 24. Your job is to create a trusted brand and an engaged audience by sharing regular, relevant content.
Once you have that engaged audience you can, just like the traditional media industry, intersperse your content with advertorials and adverts. It is those advertorials that can drive business value for you.
When planning your social media presence the one key piece of advice to remember is “go niche.”
That’s because “in the niches are the riches” — the places where the traditional media players can’t or won’t play.
Have a think about it. Social media is simply traditional media “hyper-fragmented” by audience, format and topic.
Read How Ipsy Founder Michelle Phan Is Using Influencers to reinvent the Cosmetics Industry. Among her network of 10,000 influencers there is a beauty guru for everyone. e.g. Desi Perkins who focuses on eyebrow styling, Loey Lane who showcases outfits for bigger women, or NYC Dragun who focuses on beauty during transgender transformation…
Ready to go, got your business objective in hand?
Right here’s my 7 point checklist to get you going:
- Choose a format. Every social media network represents a different “format” — Twitter is 140 characters, Medium.com is long form posts, Instagram is square images and so on. You need to pick a format that you feel comfortable with.
- Choose a niche topic. While you can of course write about anything that interests you, you’re more likely to build an engaged following if you focus on a topic. Again, it’s easier to choose a topic that you know a little bit about to begin with, but it’s not essential.
- Choose a niche audience. Influence is greater when it’s concentrated. Just you on your own, can’t boil the ocean. By focusing on a specific niche audience you are more likely to get engagement too, that all important traction and attention.
- Get going. A social media channel is just like any other media channel — you need to be consistently posting whether hourly, daily or monthly — no-one wants to tune into a radio that isn’t broadcasting when they expect it to.
- Engage. Engaging content means making it relevant to your audience and encouraging two way communication.
- Reliable reach. Building an audience takes time. Look out for the most engaged people and start asking how can I find more people like them? Consider cross promoting with your colleagues — you run a post on their channel and they run a post on yours.
- Monetise. If you’re got a consistent, engaging channel that reaches a reliable audience now you have the luxury of thinking about monetisation.
Monetisation simply means getting business value from your social media channel. That might be finding new leads, new recruits, donations or information. Thinking about monetisation is a great way for you to track the return on investment of what you are doing. Having a goal in mind ensures you focus on the activities that generate value, whether that’s for you or your employer.
Finally you’ll need an analytics dashboard to help you keep track of progress. That’s where Rise comes in.
For you the employee, you get a weekly social analytics report so you can track your progress creating an effective channel. You’ll even be able to have some fun comparing with others in your workplace on a leaderboard.
For your employer, they’ll get a channel to ensure employees advocate their brand in the right way on social media. Secondly they can embed a content library so you’ve got some pre-approved content to share at the right time for you.
RiseFuse is already in action at the United Nations — check out www.unsocial500.com to see it in action.