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Social Media Plan

How to Make a Social Media Plan #marketingmonday

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Honestly, the first and biggest place that people FAIL MISERABLY with their social media is that they dSocial Media Plan - Hatcher Media - Massillon, OH, Bradford, PAid not take the time to plan.

Failing to PLAN is PLANNING to FAIL.

If you expect your social media to be entirely organic, and as it happens, you’ll be sorely disappointed with the results.

Let me give you a few pointers for building a social media plan.

1. Start by defining your target.
Know how you are trying to reach, and how you want to reach them. And don’t just say, “We want to reach everyone.” This simply isn’t true! WHO is your target demographic? Narrow it down. Having trouble defining that? Look at who you ARE reaching – because that’s the people who are interested in what you are selling. People like THEM are your target. (You can realign your target, if you are NOT reaching the people you want to be reaching.)
Step 1 should probably not be in this list, but I add it as a reminder, because so may businesses just forget how important it is to know to WHOM you are communicating!

2. Make a calendar.

For me – I create a spreadsheet in Google Docs. One document per month, so that I don’t get distracted or confused. Then I make a column of dates, and a column of days of the week, and a column for each social network that I use.

Social Media Plan - Editorial Calendar - Josh Hatcher Media
And then I start planning my posts.

3.  #hashtags
Here’s just a little tip to help you get started on your plan.
Pick a day of the week, and make THAT day about a particular thing you want to promote.

For example, for Hatcher Media – we have #marketingmonday and #wisdomwednesday

And that way – EVERY week, we have something we can post or blog about on that day.
You can do something for every day of the week if you want! It gives you something to start from… a consistent branded idea so that you aren’t stuck GUESSING for what to write about!

Here are some suggestions:

#dealoftheweek
#fantasticfriday
#throwbackthursday
#selfimprovementsunday

or WHATEVER. You can use a popular existing hashtag, make up your own – or not even USE a hashtag – but assign a day of the week to a particular theme.

4. Write. Write. Write.
Start writing your posts  – If I’m writing a blog, I create a new document in Google Docs, or write it directly in wordpress. But if it’s just a social post, I write it directly in my spreadsheet, so that I can copy and paste directly from that to my scheduling software.

Having trouble knowing what to write about? Do a google search for QUOTES related to your area of expertise.  You can fill a whole day a week or more with quotes from industry leaders or others that fit your company’s vision.

5. Rule of thumb.
You only have four fingers and one thumb on each hand. I recommend sharing four “added value” posts – posts that are free, informational, or fun before you post a hard sales pitch. Why? because social media is kind of like church. It’s very personal. And if you were to stand up in church and tell everyone that you were going to give them 10 percent off their lunch today at your restaurant, it would be uncomfortable.

So when you are posting – try to post four to five informational, inspirational, or fun posts before posting a clear call to action or a hard sales pitch. You are building a relationship, and that relationship will give you the right to try to sell something. You have to put in the time.

6. Schedule
You can use Facebooks “schedule post” feature to post your stuff LATER… so that you can actually work ahead, rather than have to spend a lot of time every day on it.
There are other services you can use as well – hootsuite and buffer which will allow you to schedule posts in advance, rather than lose good content, and constantly feel like you are behind the eight ball.

I’d encourage you to carve out one day, and work several months ahead at a time.

7. In the moment.
Don’t just “set it and forget it” – once you have your schedule and your plan set – you should STILL watch for those perfect social media moments that just HAPPEN. Someone interesting walks in your shop – snag a picture. You find yourself with a surplus of chicken soup – run a special. A really good thought pops in your head and you don’t want to wait to share it…
This allows your PLAN to run things in the background, and allows you to be free to ACCENTUATE it with real life, in the moment, exciting stuff.

8. Hooks
Social media marketing is fishing.
Social media will work BEST if you have all of your hooks in place.
Think of each post like the bait… and your hooks are your occasional calls to action – as well as making sure your PROFILES have the right information – phone numbers, business hours, website links – and your website is updated with the right information as well.

Your social media should build a relationship with your clients, get them to nibble on the bait, and then you HAVE to make sure your hooks are ready to set when they get it in their mouth!

Creative Marketing Solutions by Hatcher Media talks about social media

5 Excuses that are keeping you from succeeding at social media. #marketingmonday

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Excuses suck. These are the things that I hear people say all time when they are faced with their lack of social media presence.

1. I don’t have time.

Bull.

We’ve all got the same amount of time in every day. Billionaires and paupers all wake up with 24 hours each day.
The real problem here is that you don’t think social media deserves a high enough priority to make it happen. What amazes me is that I see people who say they don’t have time to promote their business on social media who are sending me invitations to Candy Crush.

Excuse Buster: If you come up with a PLAN – social media doesn’t have to take that much time. You can sit down in an afternoon and schedule posts for several months at a time.

Bonus Excuse Buster: You can pay someone to do it for you. You don’t have the time? Get it done ANYWAY.

2. I don’t like social media.

Hmmm…

Not to sound callous here – but whether you like it or not, it’s the quickest and cheapest form of advertising you can use, and when done properly, can be very effective at making you money.

Lots of people don’t like colonoscopies, either – but it’s got to be done!

Excuse Buster: Suck it up, and make it fun.  

3. I don’t know what to post!

This is a common one. I think it stems from a lack of belief that your business really has a good product or service. If you BELIEVE in what you are selling, than you know what to post!

Sure, you might have to sit down and come up with a plan – but an editorial calendar can be a very valuable tool to help you determine what to say and when to say it!

Excuse Buster:
I’ll give you a handful of things you can post about.
1. Pictures of cool things that happen around your business. 
2. Testimonials from clients.
3. Ask a question about something your target audience is interested in – the weather, football, the memorial day parade, etc.
4. Inspirational quotes from people in your industry.
5. A sales pitch for your product or service.

(note – my rule of thumb is 1 to 5. if you post five things that are not a sales pitch- then that gives you the ability to do a sales pitch.)

4. Someone might criticize us.

Well, they already are criticizing you! You will not escape the bad things people say about you.
You can certainly monitor your site, and moderate any negative comments if you want…

but sometimes, those negative comments might be an opportunity to show the OTHER folks that you do take customer service seriously, and it also gives you a chance to get some real feedback from your customers, to know how well (or poorly) you are doing.

Excuse buster: Be confident that you are doing your best to offer good quality in your product or services, and it shouldn’t matter what anyone says about you.

5. I don’t know how.

All this newfangled technology is too much for you, eh?

You have two options:

Learn to do it yourself. There are a million ways you can learn how to use social media. Countless articles have been written. You’ve probably got a nephew who is a whiz at it, and he could show you if you take him out for pizza.

Pay someone to do it for you.  Hatcher Media can sit down with you to discuss your vision, and your message, and we can help you come up with a plan, and execute that plan, so that your social media presence stands out, gets heard, and delivers opportunity.

Call us today to find out more.Creative Marketing Solutions by Hatcher Media talks about social media
814-636-0152

howtobeatnegativesocialmedia

How to Beat Negative Social Media

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howtobeatnegativesocialmediaThe climate is changing. It used to be – that if someone had a problem with you – they came to you to tell you to your face – or they gossiped about you behind your back. These days, social media means just about anybody can give you a black eye, and think nothing of it.

I’ve had my share of trolls try to knock me (and my billy goat friends) off the bridge. So let me give you some tips for handling negative social media.

 

 

 

  1. Monitor your Social Accounts regularly.People often “set it and forget it”. You’ve got to make sure to check to see if someone has messaged, tweeted, commented, or tagged you in a post. Stay on top of it – every day. Even if it’s just a quick check. Monitoring is important. It’s also good to be sure your employees are monitoring, and let you know if they see anything posted elsewhere. It’s also helpful if you set up a Google Alert that will email you anytime something new is posted about you online.
  2. The Customer is always right…. most of the time….Make “The Customer is Always Right” your mantra. Chances are good that you will get the occassional customer who is just being a tool that bashes you, and they are not right. But if we are honest with ourselves, and keep our egos in check – nine out of ten complaints are legitimately from a customer who had a bad experience. Sometimes they want compensation – sometimes they might just want a public apology. Before you assume that you complainant is just spouting off, or is a deadbeat, or is just trying to get their meal for free – START with the assumption that you are at fault, and that your desire is to make it right.
  3. Don’t Delete – EngageIf it’s an obviously insulting or “trolling” comment  – just delete it. Mostly – you’ll get something like this: “I had a burger at Bob’s Burger Shack. The burger was undercooked and my server was rude.”   These comments shouldn’t be deleted. Just reply with an apology, and encourage them to contact you offline (give them a number or email address) so that you can make it right.
  4. Make it Right.How much can it cost to give the guy another burger, right?
    Now obviously – some situations are going to be different. But hopefully GOOD CUSTOMER SERVICE and QUALITY are hallmarks in your business model. If the customer is not happy, than you’ve got to do your best to make them happy. You will NOT make everyone happy. But you can try!
  5. Don’t Freak Out.Don’t insult. Don’t panic. Don’t REACT. Just calmly try to make it right. Sometimes – you just can’t beat the negative PR. You screwed up – and now the world sees it. DO NOT REACT IN ANGER to the situation. Even if it is not your fault. Try to turn the online conversation into an offline conversation – so that your other readers see that you are doing something to work it out.
  6. Bury it.Do you have a negative review on the front page of your YELP? Can’t delete it? Than work hard to BURY it. Start soliciting every positive review that you can – and direct those clients/customers/friends to the place you want them to post. Usually, a website like that has five to ten “top” reviews that show up first. So solicit enough to bump the negative review down a few pages!
  7. Don’t assume that because someone challenges you, corrects you, disagrees with you publicly that they HATE you. Most likely they are either “trolling” (posting negatively for the fun of it), or they have a legitimate customer service complaint, or they are just ignorant fools. But don’t assume that the public confrontation is motivated by hate – and then be sure to respond with kindness and patience. It works most of the time!
how often should i post

How Often Should I Post?

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When it comes to blogging and social media, there is no right answer to the question “How Often Should I Post?”

The truth is this: The more you post – the better.

I can’t give you a magic number, because a lot of it has to do with the amount of time YOU want to spend posting!

But let me give you a few guidelines.

  1. Facebook and Twitter – at least once a day. Even if it’s sharing a meme, a picture, or a quote.
  2. Blog – At least once a week. Even if it’s a company news item, a photo, a weekly special, or a quick cell phone video.
  3. Email Newsletter – at least once a month.

I know. That seems like a lot – but again – the more you post, the more effective your social media becomes. I’d highly recommend posting a lot MORE than these numbers…. but these are the minimum.

If you take the time to plan out your posts a month at a time, this becomes a lot easier. Blogs and Facebook have built in scheduling – so you can work ahead. Try hootsuite or buffer if you want to keep your scheduling in one place!

Whatever you do – post often. Post more than you think you need to post!

Need some ideas for what to post? Start a conversation with me! – mail@joshhatcher.com
how often should i post