Social media – just where do you start?

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A lot of businesses rely on word of mouth to help grow their business. Back in the day this would mean people physically talking to one another (shocking I know)! We all know this doesn’t happen anymore, as people are glued to their mobile phones the art of conversation is through social media.

As a marketing channel, social media tends to fall down the priority list for businesses as they fail to understand the importance and value this can bring to the company. No matter the size of your business, there is always something to share, it’s just about understanding which channel you should be sharing from - and then finding the time to actually do it!

So where do you start? Here’s our top tips on how to start getting your head around it all…

Choosing the right channel

With so many social media channels currently out there, all working in different ways, how do you go about choosing the right channel for you? Is it Facebook, Twitter, LinkedIn, Instagram, Snapchat (the list goes on)? Because there are so many channels out there, don’t get daunted by the thought of having to understand every single one of them. Different social channels work for different audiences, so by understanding your own audience you’ll be at a great starting point in deciding which channel(s) you should be using.

What content should you be sharing?

So now you know your audience, and you’ve set the right channels up, what content should you be sharing? That’s entirely up to you and your business objectives. If your main objective is to increase sales, then pushing out promotional content will increase awareness of your product or service. Such content might include special offers or discounts on particular products. Alternatively, you could run competitions, encouraging followers to your pages to share your content - make sure you have a great prize on offer as this will only boost your engagement levels and interaction.

However, if your objective is to raise your brand awareness, then your approach to content will be entirely different. You’ll want to be demonstrating your knowledge and expertise within your industry sector, to get people to notice you as an industry expert. Make your content relevant and ensure you’re engaging with fellow industry experts to encourage further conversation.

Always look ahead as to what’s happening in the industry. If there is a key event, or an expected announcement that effects your business, e.g. Government budget, have a statement ready to go that will not only spark conversation, but show you’re ahead of the game and paying attention to what is happening outside of your business and how you may be affected.

How do I share my content?

You may be someone that just shares as you go, if that’s the case you don’t need to consider any form of scheduling tools, you’ll just crack on with it directly. However, if you want to plan your content accordingly, ensuring it goes out at optimum times to maximise its exposure, you’ll need to schedule the content in advance.

There are many different scheduling tools out there that will help you share your content, and it’s about finding the right one for you, that links in with the channels you’ve chosen to use. This doesn’t need to be a costly exercise, you just need to do the research to understand which tool will work best for you.

Be reactive

Once the content is out there, what’s next? React! Don’t post something, have someone respond, and then not do anything with it. Keep the conversation going. This will keep the interest alive and hopefully get more people involved as the conversation evolves.

Do your analysis

The most common channels available to you all provide some form of analytical reports that you can use to you measure your activity. Use these reports to determine what posts are working well and which ones have little engagement as this will help you with your planning of future marketing campaigns.

If a particular post has performed exceptionally well, report this back as you can use this concept to create further posts of a similar nature – it’s a great starting point for generating future content. Similarly, if a post has performed particularly poorly, you know this is something your audience is not interested in and not to bother replicating for future use.

Use all this information and before you know you it your marketing content plan will start to plan itself.


This all sounds simple enough right? But is it? You need someone that’s dedicated to monitoring your channels, generating the content, and ultimately, being the voice of your company. A lot of small businesses don’t have the dedicated resource to look after this, so if you want to know more on how Capella Synergy can support you, contact us today.