(Editor’s note: Clearly, social media is a powerful tool to put you in touch with key people and audiences in your industry. In our Coverings issue, we had a story dedicated to social media, and this CTDA contribution continues the theme. The message is clear: get online, and get sharing, posting, liking, pinning and tweeting!)
Networking is crucial to the success of any organization. An especially important benefit of associations is the networking opportunities members enjoy. Networking used to occur mainly through social events, meetings, and small groups. However with advances in technology and the advent of social media, there are many more opportunities for networking and a multitude of possibilities for expanding your business’s network.
To ensure your business is taking full advantage of social media, your business should have a social media strategy, measurable goals and specific tactics.
Your company’s social media strategy ought to have the same organization as any other corporate strategy your company follows. Make your strategy #Specific. Set a clear image of what success looks like. Set #Measurable objectives to evaluate your progress such as “Increase our followers on Facebook by 50 this year.” Ensure your strategy is #Attainable and realistic to achieve within the time specified. Of course anything you do must be #Relevant meaning it should align with your company’s mission. Finally, your strategies must be #Timely – that is, you should assign a timeline for each .
One of the first tasks you will want to undertake is to understand the variety of social media platforms available to you and, of course, those that your desired audience is using. Some of the current platforms to consider include: Facebook, Twitter, Instagram, LinkedIn, Pinterest, Houzz, YouTube, Yelp, and Google+.
Important social media measurements could include: follower (or participation) numbers and growth over time; increasing total impressions (views of your company’s profile by day); increasing engagements (messages, comments or check-ins from your audience); and increasing link clicks from your company’s posts. A great way to track your company’s success is through a content manager such as Sprout Social, Shareist, or Hootsuite. Also, Facebook offers its own free insights section on your company’s page.
When starting off small, you may want to consider setting a portion of time every day to spend managing your company’s social media. Start with responding to your engagements (good or bad) within 24 hours. Then focus on promoting something new every day, whether it be #MarbleMonday #TileTuesday, #WebinarWednesday, etc.
On those days when you are short on content and to refrain from being repetitive, have some days focus on others. Retweet on Twitter, comment, like or share on Facebook or repin on Pinterest.
The value of #hashtags
ALWAYS #hashtag. #hashtag – ing is an effective way to ensure your company’s post is viewed by the most people. The more views, the more followers and the more followers, the more FREE marketing your company receives. Strategically select a trending or common #hashtag to accompany your post. Also, pick one #hashtag that your company will use in all of its posts on all social media platforms; the more posts with that #hashtag, the better off your company is. Within the social media platform #hashtags are searchable, so if you use a hashtag like #CTDAmember with your Facebook post, anytime anyone searches for #CTDAmember, your posts will come up.
You’re not taking full advantage of #networking, if @yourcompany isn’t active on #socialmedia. Social media has evolved into so much more than reconnecting with your long-lost high school friends. It has become a way professionals connect with each other. Your business must not miss out on this unique #marketingtool which is mostly FREE.
To learn more about social media, join CTDA for our #CTDAWebinar on Social Media on May 19th with Shannon Vogel, director of social media, Creating your Space. Learn how to leverage your business and expand your networking opportunities. If you’re online, follow this link to learn more about CTDA Webinars; otherwise, enter https://www.ctdahome.org/content/education/webinars-list.asp into your browser. Webinars are free for members or a small fee per non-member company.
To learn more about membership, please contact [email protected] or to join CTDA, please visit our website at www.ctdahome.org. And don’t forget to like us on Facebook and Twitter @Ceramic Tile Distributors Association (CTDA).