Basic business social media strategy

Own a small business? Wondering how to effectively use the tangle that is social media today? Here’s the secret: pick a few things you can do well, and do them routinely.

Suzana Popovic-Montag wrote an article for Lawyers Weekly Magazine (posted here with her kind permission) in which she explains how her law firm uses social media.

The article has five subheadings:

  • podcasting
  • blogging
  • social and professional networking
  • Twitter
  • YouTube

What you might notice is the sheer number of social media possibilities Popovic-Montag does NOT mention. That isn’t to say her firm won’t use other social media tools (or does not use such tools right now). What it does say is… well, Popovic-Montag says it best in her opening paragraph:

Specialization calls for focused marketing; after all, a niche practice has a limited client base. With a narrower marketplace, niche practitioners want to ensure that all of their marketing efforts, and the associated costs, are effective, directed and well spent.

You don’t need to use the same tools Hull & Hull uses. What you do need to do is pick the most effective tools for your niche, your type of business/initiative. Then stick to the tools you (and your team) have time to routinely use.

Don’t worry if you can’t use every seemingly useful social media tool. Just get started.

  1. Pick one appropriate social media tool.
  2. Develop a routine of using it well.
  3. When you’re ready, pick another social media tool.
  4. Repeat step 2.
  5. Repeat steps 1 and 2 until you’re satisfied with your social media presence or you can’t handle any more social media work.

Periodically reevaluate the usefulness of each tool you use. Could you improve your tactics? Would you be better off not using said tool?

Using this approach, you can maintain focus on the tools that work for you while also maintaining balance and sanity.

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