Everything I Learned From Social Media, I Learned in Three Easy Steps.

By Shanae Vander Togt

1. Direction:

When I decided to start my own business for plus-size fashion, I had absolutely no idea what I was doing. I knew that I had a problem in front of me, and if I could solve it, I would have a business. But what made me so sure? I was trying to solve a problem that I had personally experienced, and only a few of my friends had experienced as well. I wasn’t even sure where to start.

What changed my mind?

Social media.

Reaching out to friends, family, and across different social media sites, I got in contact with hundreds of women who had experienced similar issues with plus-size clothing. Every single woman that I talked to showed excitement in my business ideas, and assured me that if I could make my ideas a reality, they would make a purchase. It was instant validation.

Those validations lead me to wonder why more businesses don’t leverage social media more. There is a bit of a learning curve, and it can take a few tries before you really get going, but the benefits start to manifest themselves immediately. Social media can help you to validate a business idea, a new product, or even an overall direction for your company.

2. Engagement:

When I started consulting for a company who manufactured outdoor gear, I was brought in to help create and facilitate the marketing direction for the entire company. A coordinated social media initiative was at the top of my list. As we neared market launch, we needed to get customers excited about our products, as well as get them thinking about what they could all do once they made the purchase. They didn’t have the product in their hands yet, so we needed to spark their imagination.

Creating and engaging potential customers is key for a company in its early stages. Think about your customers as your business partner. Let them help you promote your product. If you interact well with them from the beginning, they can help you cultivate an image.

• Share their content
• Follow them on their own channels
• Create conversation

Look at social media as a method for keeping your customers informed. After parting ways with the outdoor gear company, I watched them neglect social media and fall out of touch with their core customers. If your customers aren’t informed about updates and new items, how can they become repeat business?

3. Market Access:

As a small business owner, you have to do everything yourself. You have to wear many hats, and it is often difficult to complete the laundry list of tasks ahead of you. Using social media effectively can create an easy (and free) online presence to help boost your efforts. When people are looking or searching for something, what is the first thing they do? “Google it”. Use that tendency to your advantage.

Look at social media as additions to your toolbox to help access different areas of your market, or even access alternative core customers. Adding social media posts can help to round out your promotional efforts as well.

For example, using social media as a newsletter for your potential customers. For start-ups or new businesses, keep your customers up to date with what exciting things are happening as you near the market, and get them excited to be a part of your new beginning. If you have an established business, your social media “newsletter” can contain updates about what is new and exciting, any promotions, or events and workshops. Each post should serve to bring you closer to your customers, turning their interest into repeat business.

Conclusion:

In the end, you don’t have to do a social media blitz to be effective. You also don’t have to make something go viral to get attention from your customers. Choose one or two platforms to focus on, particularly where the most of your core customers interact. Focus on quality posts over quantity, and don’t forget to engage your users, and interact with them as often as possible. Social media is just another tool in your tool belt, and the hashtag should never be feared.

Shanae Vander Togt is a graduate of the University of Waterloo’s Masters of Business, Entrepreneurship and Technology Program who specializes in Marketing and Brand Strategy. Shanae has worked in the venture capital, private equity, and not-for-profit sectors, and currently consults for several different start-ups. Shanae loves hockey, dark chocolate, and her two year-old golden retriever Kees.