- Perfect your Personality: What is your brand persona? Who are you when you speak under your company name? How do you communicate with your target client? To reinforce and strengthen your positioning at every interaction make sure you know the difference between what is your personal profile’s voice and what is your firm’s. They may be different!
- Post Proactively: Ad hoc posting for 15 minutes a day on your various accounts cannot be your lead strategy. Shift from reactive contributions to proactive engagement with a content campaign. Break down your blog or video content into tiny posts that you share over time. What is important for your audience to learn? Display your expertise through an overall communications strategy that involves regular, planned tweets, posts, and updates.
- Power up with Pictures: Words are effective but pictures often convey so much more in a shorter period of time. If you’ve ever heard Seth Godin speak, most of his presentation is done through pictures. Why? People have short attention spans – you can make a stronger impression with visuals especially on social media platforms where content is viewed 6 or 7 seconds at a time.
- Stay & Share: If you think that simply posting is enough you probably won’t find success through social media. Hang out and interact: mention others, comment on, ‘like’ or ‘+’ their posts, and initiate conversations. Share content that your target audience finds valuable whether or not it is your own. As we all know it can, generosity pays off.
- Shoot for 100%: Fewer more robust social media profiles trump volume of accounts any day. In a rush to get on every social media platform advisors often fail at providing the information that will leave a prospect educated on whether or not an advisor may be a good fit. The social media channels make it simple to complete your profile by stepping you through the process. Fill in all of the information on one platform until you are 100% complete. Then move on to your next one.
- Go for Google!: Make it easy for your potential clients to find you and interact with you. Google dominates the search engine world, and you must be sure to show up on their results pages and their maps, especially as a local business. Your Google+ page lets you share content, including YouTube videos (of course!), and start conversations. A perfect place to deliver on #2 and #3 (above).
- Invite Others: So often we wait for the invitation to connect rather than extend one. The value of social media comes in the connection with others. Don’t sit and wait for Friends and Followers! Consider researching the major influencers for your target audience by using a #hashtag on Twitter for key target descriptions. Who’s following these folks? Reach out and connect.
If you’ve been struggling with whether social media is worth your time and energy take a look at how you engage. Measure up your efforts with these seven actions. Are you a pathetic or a powerful participant?
To learn how to up your game in social media, download my free guide Beyond Likes, Connects, and Follows.