Flight School

Social Media or Social Marketing?

Many of the business owners I work with have a hate-hate relationship with social media. They approach the task with dread and push it so far down the to-do list that it never gets done. 
Part of the reason for that dread is approaching social media the wrong way. If you are used to using social media to connect with family and friends, the switch to social for business might come with a big ?? What do I post? I don’t want to use my family to promote my business?! Where do I start?

PUBLIC SERVICE ANNOUNCEMENT

You are not an influencer. You are a business.

 An important mindshift is recognizing that social media for personal use is not the same as social marketing.

Your goal is not to attract likes and follows. Yep. This is not a popularity contest. Likes and follows are simply vanity metrics if they don’t lead to sales.

The goal of your social content is to attract potential customers.

 Your content should:

  • introduce your business
  • address the problems you solve
  • show how you meet your clients’ needs
  • educate and inform (and yes, entertain)
  • build relationship

Your content should represent your business, your services, and the problems that you solve. When your words and images come together to convey a story about what you do, how you help people solve their problems, or achieve their dreams – then you can build connections that turn into customers.  

Your content should also develop the know, like, and trust factor. People do business with people they know. Your social media is an opportunity for people to get to know you as a person as well as understand the services you provide.

If you want to share more about who you are away from your business, your hobbies, your family – great. If you don’t, that is also fine.

Connecting with your audience on social media should be fun. Social media is a platform for you to engage, share similar interests, serve your audience, and find new customers. I hope this change of perspective helps you approach social marketing in a more positive way.

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