Elaine Gantz Wright is a speaker, writer and social media strategist, helping neighborhood businesses expand word-mouth-marketing exponentially–driving referrals, repeats and revenue.
I love working with small businesses. Their drive, energy, creativity, spirit and commitment are remarkable–day after day after day. Working in a small business, myself, I appreciate the essential magic of clarity–that is, precisely understanding your value proposition, product and unique benefit.
That’s why I need your help. My goal is to develop the quintessential checklist of social media action items for small business. I read recently that social media is not a money problem. It’s a question of time, and I want to help businesses define social media in terms of opportunity cost. What constitutes the best use of time, engagement and conversation?
We’ll start with Facebook and move through the major platforms. Please review the list below, and add your comments–pro or con with anything I might have missed. I’ve compiled thinking from the likes of Brogan, Falls, Jantsch, and Qualman, but I am interested in your thoughts. What has worked best for your business? We want to know. In fact, I’d love to interview you about your experience. Email me at elgantz()yahoo.com.
1. Create Facebook business page.
2. Calibrate wall settings to display posts by you, all comments, and posts by friends.
3. Monitor daily.
4. Deliver prompt, personal response to all comments in your brand voice.
5. Approach social media as a continuous process that requires regular attention.
6. Content: Keep your page updated with compelling questions and fresh content?
7. Photo : Adding your logo as a photo to your Fan Page helps brand your Facebook Fan Page and can bring more awareness to your brand.
8. Fan your own Fan Page and suggest it to your Friends list.
9. Engage in conversations.
10. Message fans regularly but not excessively to keep prospects, customers returning to the site.
11. Post Contests , Polls, and Surveys.
12. Allow fans to Vote on products, events, etc.
13. Post one-day-only specials.
14. Promote nonprofit opportunities.
15. Feature customers and how-to videos.
16. Promote submit-a-photo campaigns.
17. Gift-card purchase promotions online.
18. Publish product-related quizzes.
19. Co-promote coupons with surrounding non-competing businesses.
20. Create and invite friends to “Events.”
21. Tag your customers in business photos.
22. Encourage sharing: Provide free information and encourage others to share it– engaging new potential customers and tapping the power of bloggers with high readership and a large number of Fans.
23. Offer tangible benefits to fans, such as exclusive deals and complimentary items, sneak preview, for advice that is unique to your business.
24. Developing custom Facebook applications that are attract your target customers. For example, Static FBML (Facebook Markup Language) allows you to add custom HTML (Hyper Text Markup Language) to customize your page.
25. Launch and test Facebook advertising campaigns.
26. Since Facebook is set up to tie your personal profile to your business page, update the privacy settings on your personal profile to ensure you don’t have any potentially embarrassing content visible to business contacts?
27. Use Facebook tabs to add more content to your Fan Page. Changing these settings by checking or un-checking a box on the Edit Page section of your Facebook Fan Page.
28. Events: Let your fans know about upcoming promotions, sales and other events.
29. Links: Make it easy for users to see your business’s main website, partner business, newsletters, nonprofit association or other value-added information.
30. Images: Visuals are at the top of the online interest pyramid. Showcase products, tout events, and highlight customers.
31. Reviews: Encourage fans to leave reviews about your business. This can be a good tool to interact with your customers and hear honest feedback. Monitor this closely and respond immediately to any negative feedback.
32. About : Provide useful information to describe your mission and who you are. List other ways people can connect with you (main website, blog, and social profiles you maintain).
33. Video: Appealing videos can really help keep your content fresh and interesting so Fans will come back to your page and share your content/brand.
34. Display exclusive discounts to your Facebook Fans in tabs.
35. Provide helpful information about topics that are on the mind of your ideal customer. Include intriguing details about your products or services, but don’t get too “salesy.”
36. RSS (really simple syndication) feeds from your Blog(s) and Twitter® account—automatically inserting the content from your blog posts and tweets into your Facebook page.
37. Constant activity on your Facebook page to help your Fan Page rank higher in organic search engine results.
38. Vary Content.
39. Post Facebook stream widget on website.
40. Create an internal (staff) blogging/social media policy.
41. Make friend suggestions on behalf of new members.
42. Fine-tune you email notification settings to manage inquiries and comments on the go.
43. Advertise inside social games.
44. Put your name on virtual goods.
45. Launch your own branded game.
46. Sell (or allow customers to earn) Facebook Credits (the social network’s virtual currency) as gift cards at brick-and-mortar stores.
47. Gain exposure through Facebook’s new “Like” page browser. Likely to be part of the on-boarding process for new readers.
48. Facebook-first product reveals—2011 Explorer. And new product creation—Vitamin Water.
49. Corporate e-commerce — Disney pre-sales of Toy Story 3 tickets and Mark by Avon product sales.
50. Cause marketing – such as Kohl’s Cares Facebook initiative to give away $10 million to 20 schools; nearly 2 million Facebookers voted for their schools.
Share your thoughts. . .