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How to be socially savvy for business

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By Jessica Thomas, social media manager at digital agency Bolser


With the continued rise of smart phones and the use of mobile content overtaking desktop, the risk of being left behind if you’re not socially savvy is becoming more acute. It’s not just about keeping up though; through social media and online content small businesses are stealing a march on their larger competitors, thanks to their flexibility and reactive capabilities. 

The following tips will help small firms get the most out of the social space and capitalise on new and emerging trends.

Use videos

Let’s start with the free stuff. Videos. You need to be using them. With the likes of Snapchat, Instagram and Facebook Live taking over, video usage is only going to get bigger so it’s important to optimise your social platforms for video content. 


To get the most engagement, think about what your customers want from a video rather than what you want to tell your customers. What information can you offer? What insights can you provide? What questions can you answer and what knowledge can you share? This will not only help build relationships with customers and potential customers but will also help you in search engine terms.

Vanity metrics do not rule

Keep a handle on what matters. Vanity metrics such as ‘likes’ and ‘followers’ shouldn’t be the main focus of your social strategy. Social media does need to be taken seriously as an effective marketing tool, so it’s time to take into account your business objectives and how each channel is fulfilling them. 

You need to build value to your strategy and drive revenue. To do this, think about what you want users to do from each channel, aside from like and engage with it. Do you want them to register, or do you want them to purchase a product? You need to make sure that each channel is driving the customer to perform what you want to make a profitable return on investment.

Pay to play

The bad news is that some budget might be needed, but the good news is you can do a lot with a little. Social algorithms have got smarter which means you now have to put your hand in your pocket and pay for ads in order to get the same reach they once did. It doesn’t mean that organic is pointless; it just means that fewer people will enter your competition or like your post if you just stick it on your page and hope for the best. 

The trick is to start small with some test campaigns and grow bigger as you learn more about what works for your audience. Unfortunately, it’s not something your brand can afford to miss out on.

Avoid dark social

Dark social is when a user shares content through a private channel such as Whatsapp or Facebook Messenger. It’s the links you share with your friends to get their opinion on something – unfortunately you can’t track this and it’s becoming a huge problem. 

What can help avoid this is ensuring social icons are everywhere on your site to make it as easy as possible for users to share content in a more helpful way to you, and a more visible way to their networks.

Take care with online security

This is a hot topic at the moment. If you’re engaging in social activity be careful with your sensitive information. Identity fraud, profile hacking and location sharing are the key things you need to watch out for. 

You need to keep an eye on who has admin rights to your accounts, and remember employees leave and join all the time. Make sure you keep on top of this and make sure the right people have the right access. Change your password on a regular basis and ensure you use special characters, avoiding birthdays or pet names.

There are many opportunities that come with understanding social trends and choosing the right one for your business to tap into is the secret, as not all will suit all businesses. Keep an eye on trends, and use the advantage of being a small business to test and learn, as this is where the real wins will come from.

Jessica Thomas is social media manager at digital agency Bolser