Participation in one or more social media platforms is now a given both professionally and personally. Almost every Solopreneur has a presence on at least one platform, even if that participation is not active. Social media has the potential to bring benefits to business owners, the self-employed, and traditional employees, but in order to reap those benefits, one must understand how this resource can work best in specific circumstances.
The first question to consider is, who is listening? Are those you want to reach engaged in social media for your organization’s needs or simply for your own career? That answer will determine which platform to choose. The second question is, what is your business? Your third question is, will social media work for you as a sales tool, a marketing tool, or a public relations tool?
Twitter is king when the goal is to have conversations with customers or prospects about your business or industry. Tweet an announcement for the class you’ll be teaching, the conference you’ll be attending, and your thoughts on a presentation you just heard. Store owners tweet the arrival of new merchandise; restaurant owners tweet daily specials; musicians tweet the dates of upcoming performances or new music releases.
LinkedIn is the platform of choice for traditional employees and Solopreneurs offering business-to-business services. I think of LinkedIn as my attached website, where I can announce career wins; provide a link to an article that my contacts would like to read; or announce an upcoming conference. LinkedIn Groups allow me to interact with peers in my industry and exchange relevant information, success stories, and challenges. Recruiters looking to fill jobs have been known to scour LinkedIn for qualified candidates to interview.
Define how social media can work for you, based on the business you’re in and how your customers use social media. If potential customers like the look of the landscapes you design or the sound of your jazz combo and are comfortable judging the value you provide online, then social media directly impacts the sales process and is a tool for you. of sales. The Facebook fan page will probably be your platform of choice.
If potential customers use Twitter memes to discuss industry developments, then marketing is your social media strategy. Use the platform to establish your good faith as an up-to-date and informed thought leader. Promote your expertise and develop a following by sharing a constant stream of relevant information (content) that will benefit prospects. Say, don’t sell.
Peer-to-peer public relations is the function of LinkedIn. Stay on top of what your colleagues are doing professionally and advertise your achievements as well. Make recommendations and endorsements for those you’ve worked with, whether in a paid or volunteer position, and receive praise in return. Those looking to hire Solopreneur employees or consultants can browse LinkedIn for candidates and references for project work, so keep your profile current and complete.
Thank you for reading,
kim