Recently I was asked on a Linked Group: “Where would you recommend someone start? How much time do you recommend spending working the social media?”

This is a very good question, thanks for asking Bryan. And a question, Im sure, many business owners would like an answer to.  Unfortunately it’s not that easy, however, I will attempt to give you some answers.

The key thing to remember is to align social media marketing with your business objectives.  No doubt your goal is to increase your bottom line.  Increase revenue and decrease expenses. There are many ways this can be achieved:  brand and company awareness, improved systems, better understanding of your customers’ needs, competitor knowledge, reputation, customer feedback, market research and referrals. Each one of these is important to building a successful and sustainable business, however their importance to your business depends on whether you’re a B2B, B2C, where your business is located, your industry, trends and many other factors. 

Social media can provide solutions for all of these. So the answer is in the questions:

1. What’s the most important element to your business right now?
2. What do you want to use social media for?
3. How are they aligned with your business objectives?

I would recommend focusing on the three main sites: Linked In, Facebook and Twitter. Use them to:

• Build your network and reach
• Build your authority and awareness
• Promote (not sell) your expertise: blogs, webinars, presentations, ebooks
• Promote events – that are relevant to your audience

Have a long term plan to build relationships and friendships with the right people. It’s no different to building relationships face to face. The first thing you’re going to do is introduce yourself, get to know your connections and let your connections get to know you. It’s a lot easier to sell something to a friend or someone you know who respects you, rather than a stranger.

Knowing that business owners are very time poor,  I recommend finding 1 hour day – maybe in the evenings whilst you catch up on the news or watch TV.

1 hour each day to monitor Google Alerts, Read Blogs and review Twitter
• If you set up Hootsuite – that is an easy way to monitor all your social media accounts, and post links and status updates to all of them at once.
• Use Google Alerts to stay up to date with conversations that are happening on the web about your industry, company, brand and competitors. This is great way to connect with bloggers who have a following that represents your target audience.
• Set up RSS on iGoogle: I don’t like to have my email filled with blogs and alerts. What I find works well is to have it all syndicated through RSS to my iGoogle home page. Each night I scan through all the blog articles, read the ones that interest me, comment if appropriate and scan the Google Alerts for what’s happening in my industry. This keeps me up to date with my industry and competition.

Spend 2 hours a week (1 hour x 2 days per week)
• Finding groups to join on Linked In
• Search for people to connect with on Facebook, Twitter and Linked In.
• Set up and run your own group on Linked In and Facebook
• Answer questions on Linked In– search through your groups and Answers for topics you know.
• Connect with everyone you come in contact with
• If you have something that is of value and interest to your groups like a great blog or webinar – let them know about it.

This is a great lead generation strategy that can prequalify your prospects before you start selling.

Does this help?  Let me know what you think.