First it is important to consider WHO you are targeting with your message. I am always baffled by messages sent over social platforms that have absolutely no relevance to the audience that's receiving them. If you have mostly friends and family on your Facebook account there is absolutely no benefit to singing the praises of your DJ skills in your status. Those people presumably already think you're the greatest DJ in the world and are likely to hire you should the need arise. Likewise if your Twitter followers are comprised mostly of fellow DJ's there's absolutely nothing to be gained from posting your latest package discounts, or purely promotional material (not unless you're seeking to arm them with material to use when speaking to their prospects). You need to craft the message to meet the audience. As a general rule your Social Media message needs to be less "Madison Ave." slick and more "Main St." down to earth and "real".
Let's look at 3 major social networks (Twitter, Facebook, LinkedIn) and evaluate strategies that might be truly effective on each.
Rapportive plug-in for GMail.) You can do so much more with a Fan or Business Page to promote your business, make special offers, run contests and engage clients than you can through a regular profile. It also makes your business searchable on FB! Just be sure to claim your vanity URL from FB so that your fan page address is something like ....facebook.com/YOURBUSINESS not some crazy long string of numbers( you'll need at least 50 fans in order to do this)! I will be delving into the specifics of setting up and customizing a Fan Page in upcoming posts. So now...what do you post here on this Fan Page? Well ultimately this is where you want to discuss your business but be aware that the "Millenial" generation (those 20 something brides and younger) can smell bullshit advertising from a mile away and automatically shut off the message as noise. Hence the title of this article. If it ain't real.... BE GENUINE! Just be yourself. Talk about what it is that you do that makes you different. Post statuses that would be something you would say in a Face-to-Face meeting. Talk about equipment purchases and why they will better enable you to do your job. Express your professional opinions. Post video clips and photos from your gigs (btw - Brides want to see pictures of brides! Not of your gear. One or two photo's of your set-up ok, every other picture, not so much! Be sure to take a picture of the Bride at every wedding or the crowd at every club). Try to avoid superlatives ( ie. best, greatest, ultimate, fantastic) these sound like advertising and aren't effective in this setting. Tone down the rhetoric and turn up the personable. You should shoot for a ratio of posts by and about you of 3:1 to posts of links to other useful articles and content from elsewhere. Post a link and then post your thoughts in the comments! Start a conversation about the cake cutting ceremony by posting to your favorite cake designers blog, website, or flickr page then LET THEM KNOW you gave them a shout out! If they have an account they'll likely drop by and comment. If you post about a venue send the catering manager an email (or better yet send them a friend request!) If the venue has a fan page drop by and leave a comment telling them you just raved about their venue! That leads me to what should be obvious but this is NOT a space for ranting or complaining. Remember what your Mom told you? "If you don't have anything nice to say don't say anything at all!" It's not good business and it looks ugly to those who stop by.
There are of course other platforms (FourSquare, Tumblr, etc) and these rules apply to them as well. WHO are you posting too and WHAT do you want to say to that specific group? Say the right things to the right people and say them naturally in your own "voice" rather than like a TV or Radio commercial. WHERE will the post go? Different platforms call for different messages. The expectations on Twitter are different than on LinkedIn and Facebook. Use the appropriate tone in the right space and you're likely to receive the results you're looking for.
As always I welcome any email or comments. My contact info can be found in the sidebar and comments can be left below.
NEXT UP : Social media marketing OFF-LINE!