Everyone wants social media ROI, but not everyone has the discipline to execute on strategy
If you want to see social media ROI you need to create personas, and, more importantly, you need the discipline to create every single piece of content and message in alignment with personas. You may be trying to build a fan base on social media, but at the end of the day you’re responsible for reaching business goals. You’re not going to affect your company’s bottom line talking to the wrong people, talking about the wrong stuff, or talking to people at the wrong time in the decision-making process.
Personas are critical for the entire marketing mix, but social media in particular exposes weaknesses in your personas or your ability to consistently create persona-driven content. Social media is a more personalized marketing medium that requires companies to speak to people like…people. It’s actually quite simple. People don’t go on social media to talk to corporations. They talk to people on a human level. To reach people in the social context, you need to talk to your target market about what matters to them. You have to know your target market really well to create content that can compete with photos of puppies and family vacations. If you do personas right though, this won’t be a problem. Persona-driven content is wanted, needed, consumed, and shared.
Written by Lindsey Weintraub. To read the full article, click here.Premier Business Network™ provides Guaranteed Benefits for Small Businesses™. Feel free to join the conversation about small business benefits at #pbnbenefits. For more small business tips or to become a member, visit our website at www.premierbusinessnetwork.com, and follow us everywhere @pbnbenefits.