There’s a not-so-secret truth to social media marketing that no one ever likes hearing.
What people always want to hear about, and read about, is two distinct parts:
1) Getting set up on social media channels. All of them. At once!
2) Growing your audience. Quickly. Or getting likes. Or comments. All quickly, of course.
For the first thing, getting set up is often fairly easy. The basics haven’t really changed. You upload a picture, you fill in your profile, done. Sort of.
The part that always makes me, and any social media manager worth their salt, shake their head is the request for more followers, faster, with likes and comments and shares, oh my!
But without any of that pesky work. Folks just want followers, and fast. Isn’t there a tool for that? Can’t you just buy a few followers? When you get the followers, then they all go to your website, and then they buy stuff.
That’s how it works, right?
The truth no one likes hearing about social media marketing: it’s not fast, and it’s not easy.
There’s this mistaken idea that because so many of us use social media for our personal lives, doing it for work must be a piece of cake.
Social media for business is hard. You have to think about what you say and share in what is often an entirely different light than normal.
When you’re posting for business, it’s not for you. You’re representing the business. The statuses you share, the images, the links, all of it needs to feel like the business’s “voice”, and it needs to follow the business’s brand guidelines.
You have to spend your time looking for posts related to your industry, interacting with people in that industry, and otherwise attempting to exude endless enthusiasm about topics such as telecom expense management, logistics, or human resources strategies.
While those things might be what your place of work specializes in, they’re rarely things that you as a human find fascinating enough to want to spend entire chunks of your day working on every single day. Chances are, you, and most other people in your office, struggle to find the time or interest to work on social media after the initial push of setting up accounts.
The real secret to social media success is surprisingly mundane.
I’m telling you this after 10 years of social media marketing.
Use a social media scheduling tool.
Seriously, yes, that’s it.
Set aside an hour or two a week to schedule your content, and just do it all at once. Let the tool actually do the posting for you.
The reason this works is that it takes the pressure off to log in every day and fake it. Instead, it’s just another task for you to check off your regular weekly workload. Doing it all at once also ensures you don’t miss a day.
It’s not the end of the world to skip a day here and there, but what happens all too often is that skipping one day turns into two, three, or weeks at a time. Then, whoever’s been saddled with being the makeshift social media manager tries to fix it by posting 10 statuses at once.
Just start using a status scheduling tool, and let it handle that for you.
After that, you’ll still need to log in at least once a day to engage, but that’s something easier than posting. Typically, you can get your routine engagement tasks done in under 15 minutes!
Through efficient use of a scheduling tool, plus daily sprints of engagement, you can get your social media management tasks down to just a couple hours total a week. You get the benefits of routine posting on social media, without losing hours a day or an entire day a week to trying to make it work.
It really can become that easy – it just takes turning it into a routine.