SOCIAL MEDIA STRATEGY
the full report
Kayla: My name is Kayla Brown and I’m the new executive director for the Fruita Chamber. We’re really excited about this opportunity and I feel like social media is such a powerful resource and just really excited to be able to share it with you. We’ve also got Selena: Sanchez with us today. So, you know please say hello and tell us about your role at Chamber.
Selena: Hi, my name is Selena Sanchez and I’m the marketing and event coordinator at the Fruita Chamber. With us today we also have Renaya with GROWL Agency.
Renaya: Hello I’m Renaya, I’m really happy to be on this first ever Virtual Toolbox. At GROWL I work with all of our clients to do social media, their content strategy and really focus on their branding.
Kayla: Awesome Thank You Renaya we’re really happy to have you here.
Renaya: I’m happy to be here, thank you! Alright. So, should we get started?
Speaker 2 & 3: Yeah please do.
Renaya: Okay, so today we’re just going to talk about using social media for small businesses and then especially go into content strategy and how you can adjust your messaging and your content especially in times like these where there’s a lot of uncertainty and a lot of changes going on. So. throughout this whole presentation and virtual toolbox we wanted to be really interactive. So, if you have a question feel free to just type it in the comments and we’ll try to be very conversational and answer your questions as we go.
Alright, so why use social media for a small business? Social media is actually really helpful and really important when it comes to connecting with your community, creating a community, reaching your target audience and establishing like relationships with other businesses. So, you can use social in various ways regardless of whatever platform you’re on to target people. Like if you are a business in downtown Grand Junction, you can reach a specific audience age range based on their interests or just general people in the area. But what I would say is the most important reason is those two community aspects. So, connecting with your community as in sharing posts like Roush or something from the Fruita Chamber or creating that community and having relationships with people who are commenting on your posts or liking them. So, it’s a lot of two-way interaction and that really helps establish relationships and loyalty with your brand.
Selena: So, I guess my question is how do businesses know which platform is going to be the right one to reach their audience?
Renaya: So, that really comes down to kind of like your industry and your goals. How we use social media and how we use it for our clients is kind of looking at, who they are as a brand and who they want to reach and like why their why. So, based on our area Facebook is really popular, so even if your audience is like younger and not necessarily up on Facebook, we’d still recommends having one especially so you can have a business Instagram. But looking at why you want to use each platform. So, for GROWL for example, we show a lot of our culture. Instagram we don’t use it to really like promote what we’re doing or our sales we use it to show who, we are and how we’re involved in the community, whereas on Facebook we’ll share more links we’ll share a lot more of our blog and then we use LinkedIn and Twitter to be more about professional b2b kind of salesy platform. So, if you are in just playing b2c communications and marketing to like your own winery and you’re marketing to people locally or trying to hit people in Denver definitely using Facebook and Instagram and you wouldn’t really need to use Twitter or LinkedIn. But if you are b2b, you would want to have those consumer facing platforms Facebook and Instagram and then definitely have a LinkedIn. Twitter is really a toss-up depending on your industry since it really requires a lot of interaction. Like to be successful on Twitter you should tweeting like at least six times a day. So, if that doesn’t fit your model or your industry like it’s really popular for sports, news, medical. If you don’t fit into those industries or are be able to tweet every single hour then you don’t really need a Twitter.
Selena: Okay that definitely makes sense. We have a viewer question, “Are hashtags useful on all social media platforms and why use them?”
Renaya: So, yes, they are useful on all social media platforms. So, even if like you’re on Facebook, we recommend using like three hashtags; one being your branded hashtag; one being about the content; and one that’s kind of like geographical so for example, #ShareGJ. So, even though hashtags are more prominent on Instagram where it creates a whole like secondary page funneled by that hashtag, they also tie into your SEO. So, if you use a hashtag on Facebook and somebody is searching those same terms, your Facebook page will increase your ranking on Google. Additionally, Facebook as a platform itself has its own version of like what you would see on Google for your SEO. So, the more you use a hashtag on Facebook the more your keywords are out there, and your page can be found. The same goes for Twitter and LinkedIn hashtags. Instagram are more prominent on Twitter because you can follow them just like you can on Instagram but same with LinkedIn it’ll help your SEO.
Selena: So, you keep talking about SEO, I just want to clarify for people that might not know what that means- what does that stand for?
Renaya: So, SEO is search engine optimization and you want to use like keywords, so for GROWL we would use things like, marketing, technology, marketing, communication, all those keywords. When we use them in blogs and social posts and hashtags, they all funnel into how we’re searched and how our like website would rank on. So, if you type in “marketing agency” on Google that’s how those sites will come up is based off of your rankings across all your communication channels. Okay that make sense?
Renaya: Okay any other questions here? Okay so using social media you should definitely be strategic about it and a few basics and a few things that we commonly see that our frequently asked questions or things that we find in our social media audience audits that we need to update are; one optimizing your page and by that I mean going on what you could call like the back end of your Facebook page and making sure that you have a handle set up, you have the right website, the right hours, that you’re about is filled out, that you have a company description an overview that our story up on Facebook. All of those like back-end kind of about details are what we would use to optimize it. We’d also look at it like if your handle is the same on Facebook, Instagram, Twitter across all your social media platforms, so it’s easier for people to find you.
So, that’s the gist of optimizing your page and then branding it. So, you don’t want to have just like a Facebook cover photo that’s very generic or a stock photo, especially one that still has like Adobe stock on it. You want to use social media to be very authentic and to genuinely connect with your audience. So, making sure things are branded that you have like your profile picture as your logo if you’re on Facebook and you’re doing like that our story that it’s like a picture of your whole team not just a picture of like the monument; using things that really tie to who your brand is and what makes you different.
Additionally, when that we talk about all of your posts having them branded. So, if you have like just a logo like really small in the bottom corners for example, then it’s like your water marking your posts, it helps increase your awareness and just more people will see your logo, see what you’re posting and associate that like personality which ties into branding your social as you would anything else you do from your business. You want to have your strong personality, your messaging, your voice. All of those things that tie into your brand and who you are remaining consistent regardless of who’s running your social media. So, if I run our social media for GROWL today, we don’t want it to sound completely different tomorrow if somebody else from the company doesn’t post. We want it to be consistent and the same regardless.
Then always add value in your social media you don’t want to just continually post about salesy stuff or by this by that become our client. You want to really focus on what your audience is looking for. Things that they would be interested in, maybe we should like tips or here’s a blog on how to build a content calendar or here are some fun resources like for example, we do a female founder Friday and that doesn’t necessarily tie into why you should choose GROWL as your marketing agency. But it ties into one of our core values is we are co-founded by an awesome female founder and we really believe in women and female leadership in business, so that’s one thing that we highlight. We do some that are like major companies and then we’ll do some that are local as well. So, that’s adding that value and making sure that we’re consistent with our posting with our message and every element that goes into social is strategic and data-driven.
Selena: Okay so you briefly mentioned and touched on blogs and we have a viewer question from Deb. She was wondering, “Are blogs very important and what’s the best area to use blogs for?”
Renaya: I would say blogs are very important but it also depends on like what your industry is or what your business is because if you are really in a position to write blogs that would be read you can still use them to increase your SEO again and hosting them on your website. We use blogs to just kind of share our art insights and provide resources. So, if you go to our GROWL blog, we have everything from different like tech tools you can use to lead generation and even design aspects. So, it all ties back to our industry what we do and some of our like guidance to small businesses or other marketing professionals.
Blogs are really great when you’re building out your content strategy because you can use one blog and create like five posts from it per se. So, you can have like your initial posts that’s talking about here’s a blog here are some things for more tips- read the rest of the blog. Then like later you can share a few more tips that you didn’t share in the first post and tie to the blog again. And all of that contributes to link building which helps boost your search engine ranking, it helps build your credibility as a business and why people should trust you, why they should find you as a resource and it also just really helps you establish yourself with your customers. So, like if we never posted anything as a blog as a resource, it would kind of degrade our credibility as like do we actually know what we’re doing.
Does that answer the question?
Kayla: I think so. You had a great point earlier about the Adobe Stock images that’s something that I see a lot of business owners doing is posting images that still have that watermark on the background or using a Google image. What do you recommend to these small business owners who are trying to put out content that may not have access to Adobe stock images and things like that?
Renaya: So, my first suggestion is: as much as you can just take photos. Try to take those authentic photos of your business because especially on social media people want to see who you are genuinely it’s all about that connection. And being authentic I know that’s said all the time kind of overused but that’s the basis of social media. So, what I would recommend is you know if you are a bakery just everyday try to set aside some time to take you know like five photos and start building out a collection of all of these pictures of like today it’s cinnamon rolls tomorrow its muffins, whatever it is then you can really show you genuinely. And then also showing your team is huge another really good recommendation I know some small businesses aren’t really in the position to afford it sometimes would be hiring a professional photographer and doing a photo shoot. So, we do that with a lot of our clients is we’ll set aside some time and do like an hour/two-hour photo shoot get pictures of their team get them in their office so then their content can be exactly who they are. Especially if your industry or your business is very personal you don’t really want to use stock photos because then when somebody does come to your business, they’re not going to see the people that are in the stock photos there. So, try and be as authentic as you can now.
Kayla: Especially living on the western slope here we have a so many talented local photographers that absolutely love working with businesses and really get the job done. I think I would really recommend if you’re able to pay for a local photographer definitely do.
Renaya: Absolutely then you’re going to get really good photos too that you can use not just on social media that you can reuse them in blogs on your website, in ads, magazines, newspaper, whatever. So, think of it as like an investment for your entire marketing plan rather than just for social media.
Selena: Yeah I know that there are some free resources that are alternatives to using stock photos like I know there’s a free version of Canva in case you quickly really need to get your message out there and you just need a textured background or you know picture of something generic. So, sometimes things like those but don’t rely on stock to photos too much.
Kayla: Do not use photos that have the watermark in the background.
Renaya: Definitely and when you’re taking the photos yourself try to you know make sure that they don’t get compressed when you actually post them because that’s also it’s not a good look to have a picture that has been compressed and it’s entirely pixelated, so then your viewers don’t even know what it is. But photography a whole other discussion.
One other thing that we can bring up here with strategy and having that brand is when you will do have like different members of your organization writing your social media it is good to have a policy and social media guidelines that will help them stay on brand envoys use the right hashtags and have like a general focus. So, then they know what is appropriate what is into appropriate because there are a lot of businesses that don’t just have one person running their social media. So, having some policy some guidelines of like, here posts that we share, here’s how we sound will really help create that consistency across all of your platforms.
Kayla: I agree especially if you have a new employee starting it’s helpful for them to kind of already have something that’s created that here are your brand colors here is Dharma now here’s what we don’t post about here’s what we do post about alright – I think we lost Renaya. She’s coming back. That is the great thing about social media learning to adapt [laughter].
Renaya: Yeah so very weird. I don’t know why it did that. Okay well next thing that I want to talk about is for your content strategy creating a content calendar. Someone else is gone. So, when you’re developing your content you want to focus on like some categories basically the you will post as a business and that will be beneficial to your viewers. So, think of like your business in buckets like what types of content you would want to post and then plan it out. This is just an example of like one week of a GROWL calendar. We plan ours out like at least a month in advance, so again this is just one week. But we break everything down by what platform were posting on and then the general like topic of what that post is. So, you can see in this example we have like a “meet the team” and we share that on both Facebook and Instagram and again that’s our culture so those are the platforms we show it on, whereas on LinkedIn and Twitter we have a Marketing Monday and that’s going to be some kind of tip or resource for businesses or marketing professionals. That’s something like our blog will share across the platforms or fun holidays like national grammar day about when we share across the platforms and that’s a really good example of how we change content to fit our platform purpose. So, what we share along LinkedIn and Twitter, the graphic and the message were a little more professional but still the GROWL personality. What we put on Facebook was a little more fun but still had that kind of like professional take and then what we had on Instagram was really fun and showed our culture and our really fun side of the personality rather than focusing on like how we use grammar and like tying that back to the business.
Kayla: So, how do you recommend a business owner develop shareable content?
Renaya: Rather than coming off as a sales pitch so really kind of think of who your audience is and what will add value to them. So, people like to see that community that connection they like to have that collaboration as well so on this piece of our calendar we have a calendar that we share and we do that weekly to promote like what’s going on around the community. We tag the businesses and that’s something that a lot of people do share because it’s not necessarily about us but we do tag it back to GROWL. GROWL encourages you to get involved and if you’re looking for more way’s blah-blah-blah. So, trying to think of yourself in the consumers shoes; so, what kind of content would they want to see.
We use an 80/20 kind of golden rule for social media where 80% of your content is value-adding non-promotional. And that doesn’t mean you can’t reference your business or tie something back to your business but it’s not just pushing like, ‘Hey, we do this buy it or become a client today.” It’s pushing something that is like a blog that you can still have a call to action of read more here or need a hand with like creating viral content or whatever your content strategy, “Contact GROWL today.” So, it’s focusing on what your consumers will find valuable and when they might want to share with their peers and it really varies for your industry in your type of business because something that like a restaurant would share that is shareable content is going to be different than what you know like Growl would share that would be kind of shareable content.
Selena: Yeah definitely I like how you broke down your content calendar by which social media platform. I know and I’m doing content calendars we primarily use Facebook and Instagram right now. Since we’re very event focused on some of our social media options and things like that I usually work backwards from when the event is and then before the event I need to promote this much and two weeks before I need to do this. So, that’s something that really helps for my strategy is knowing what the big things are I want to come out and then working backwards to lead up to that.
Renaya: Yeah that’s a great strategy because then it helps you build in and not get distracted of like “Okay every day we’re going to do this”, and then you’re like, “Oh and the event now we have to go back and recalibrate the calendar basically.” Yeah that’s a really good point.
Kayla: So, touching on recalibrating the calendar let’s say a business has their social media strategy planned out for the next month and then we have a community crisis hit like we’re currently in, how do you recommend we navigate through something like that to change our content calendar a bit so that way it’s still relevant and we’re still able to communicate to our audience?
Renaya: That’s a really good question. So, number one recommendation is, make sure your social can be flexible. So, while we plan out everything like a month in advance, we don’t you know dive in and like make everything set in stone, scheduled as a post and not able to change it because these things do happen regardless of it’s a community crisis a global crisis or just something happening in your industry, you want to be able to be flexible because like you said remaining relevant is huge. And that really ties back to why even use social media it’s to engage to be authentic to have that two-way conversation.
So, how we would look at like changing content strategy would be one saying on top of what’s going on because you don’t want to just like jump the gun and change everything and start you know sharing like all these posts that don’t necessarily fit your brand just because they’re relevant. So, making your posts fit what’s happening is kind of the key there but always remain on brand. So, like earlier we were talking about having that brand guideline for your social media, your messaging, your voice, your tone all of those elements regardless of what’s happening should remain consistent. So, even in what we’re going through right now where there’s the global pandemic and a lot of things are closing, you still want to have like your personality throughout your post. So, for example, we changed our entire content strategy when you know Covid-19 started really accelerating and happening here locally. We shifted from focusing on like general Marketing Monday tips to resources for businesses, we started talking about what they could use to like to reach their audience, how to change their content strategy, remaining positive, those kinds of elements. Then we also took off a couple of the other things that we had planned and started sharing more like local resources. So, we were sharing about like the SBA loans or who they should follow for updates like follow Mesa County Public Health and try to encourage our audience to still be involved. So, those calendars for example that we post every week of how to get involved in your community because that’s a huge aspect of what we do as a brand, we transitioned to all virtual events. So, rather than saying like go to this Fruita Chamber toolbox in person watch it on Facebook. And we also promote you know like the Museums of the West are doing virtual tours through their social media, so we’re promoting them so or promoting Kiln doing their coffee for community where they’re donating a portion of their proceeds from coffee being sold to local businesses, we put that on our calendar as another way to get involved.
So, it’s trying to kind of rethink of this situation and stay positive and come up with new ways to do what you have been doing.
Selena: So, I know there’s probably a lot of small businesses that have never been super active on social media and then suddenly they might feel an urgency of, “Oh my gosh I need to be posting every day I really need to get my word out there and emotions I’m offering.” Would you recommend small businesses get more active on Facebook or just kind of write it out and see what happens?
Renaya: I would say be active but don’t be too salesy because especially on times of uncertainty you want to be like a resource for your followers. And it goes back to like thinking of social media as this like two-way engagement as a relationship you don’t want to be like, “Oh even though this stuff is happening come buy this from us. Like we still need same business buy this from us.” But being like, “Hey, we’re here. We’re here to help. Here’s what we’re doing.” Like you know a lot of businesses we’re sharing their like official response to COVID-19 and disclosing and being transparent about what they were doing what they were doing for their employees, what they’re doing for their customers and then continuing to share like you know like today you can come get this like take out item or whatever. So, definitely sharing more but still being aware of how everybody else is feeling.
So, if you’ve never been on social before or you have an account that is in active starting to post you know more about being involved in the community, sharing those resources would be more beneficial now than trying to you know run an ad or push a promotion.
Kayla: Great thank you.
Renaya: Okay so the next is just talking about some like key metrics to look at as a small business because diving into social media creating your strategy and just going for it isn’t always the best route. So, the way we look at things and the way we use social media is very strategically and very data-driven. So, even if you don’t use like a professional platform or you don’t hire like a full agency to manage your social media, there are ways to look at how your posts are doing. And the most important way to use this is to look at the data and cross-reference it with your content and then that’ll tell you what is successful, what is not successful and help guide what content you post that is value adding to your audience. So, the main thing here is you never want to just look at likes and comments because those are what we call “superficial statistics”- they don’t necessarily tell you how your content is performing. Like yes, we always want to have like more engagement on a post but what’s even more important especially today with different like changes on Facebook or the Instagram algorithm is looking at your impressions and your reach and impressions our total number of views. So, I could see a post five times and B five impressions whereas reach is the number of individual users, so I would still be one person reached or one user reached and five impressions.
So, those are what you want to look at because that’s going to tell you how many people are seeing your post, how many people are sharing it how many times they’ve seen it because they might see it three times before they engage with it.
Another important metric that’s coming up on Instagram is looking at the number of saves your content gets historically that hasn’t been something that brands look at because it’s just kind of like, “Oh cool somebody saved for this post” but now it’s becoming a very important metric because it’s telling you what content your followers want to go back and look at or something that they want to share whether it be sending it through a DM or showing it to somebody in person. So, using this data to kind of guide like what you’re posting is going to help you further connect with your audience and further create that sense of community.
Kayla: Definitely. For those of you that have a business profile on Facebook and might not know under insights you can find a lot of the page view information, post reads, story reach, engagement so that’s where you can find some of that analytics that Renaya is talking about.
Renaya: Absolutely and you can do the same with Twitter LinkedIn. Instagram you can only see your analytics on mobile unless you set up a specific like Instagram creator account and then you can view them on desktop but they’re not the same as what you have you on mobile.
Kayla: So, Facebook often will send a notification letting you know if a post is doing well and it will recommend you to boost the post so I wanted to just talk a little bit on paid reach versus organic reach and when to boost and when not to boost. Let’s go through that a little bit.
Renaya: Absolutely that’s a great question because it comes up a lot. So, first we don’t really recommend boosting post especially when Facebook gives you a notification or even Instagram because they’re basically one on the same; we recommend running strategic ads instead. So, how boosting works is when you’re posting on Facebook or Instagram, they have a like set algorithm basically to gauge your content and how frequently you’re posting, what the reach impressions engagement are and you’ll often get a notification that says like, “This post is doing 80% better than your other posts but if you actually look at it that post is doing the same as 80% of your other posts. So, you’re just getting a notification to kind of prompt you to spend money on the platform. And when you boost a post from say that notification, it’s not going to do as well as if you ran an ad. But the funny thing is when you do boost from the notification, it’ll do a little bit better, then you start boosting more, right? It kind of gets you in this cycle of doing boosted Facebook posts or boosted Instagram posts. And slowly that like return will decline because then you’re like, “Oh well this one didn’t do as well, I’ll try it again.” But it’s not as targeted – it’s not as strategic as if you just ran an ad.
So, the only real time that I recommend boosting is when you have an event because if you create an event on Facebook you don’t have an option to run an ad for that event, you only have the option to boost the event. And then when you boost it, I recommend going in in-depth into that boosting process making sure you select your audience select the geographical range to create different like interest that you want to it rather than just going with Facebook’s recommendations. So, even if you do decide to boost a post, make sure to be strategic about it and select really specifically who you want to target.
The best way though to have like paid content on social is to run a campaign. So, if it’s just a post and Facebook’s recommending you boost it to get more likes is that really your end goal? Usually the answer is no. So, rather than just boo doing something to maybe get more likes on it create a campaign. If you have like a winter special or a summer deal create a specific and specific creative to go with it, and then go through the actual ad campaign process so, then it’s a true ad. You can choose what your goal is if you want people to go to your website if you want them to shop those ones are really effective, but you have to set up your Facebook pixel which is just like a data tracking code on Facebook that you need to install on your website. But that would show you kind of like who’s seen the ad, if they’ve gone to your website and if they convert it. And if you go through you know the ad process you can really create a detailed audience, you can choose like I said before like where, who, what, when. You can set everything from you want it to run continuously to these dates for this cost and then it’ll be even more successful because its goal driven rather than just kind of like driven.
Selena: Yeah so what you’re kind of saying is before you pull out that credit card and just go and boost the books just because Facebook says make sure you have your audience in mind and what your end goal is for that boost or that ad.
Renaya: Absolutely. Yeah, the last thing you want to do is just start boosting posts because Facebook told you to because then you’re going to start getting that this post is doing 80% better than your other posts for every single post. [Laughter] Yeah like I have seen that with some of our client accounts or just other businesses that I know. They post every single day and they get the notification every day saying that this post is doing 80% better, 90% better, whatever it is and when you actually look at the data not just the likes and comments but the actual reach impressions and engagement rate, they’re doing relatively the same or there’s a post it’s actually doing better and that’s not the one that they sent a notification for.
Selena: So, just be smart be strategic make sure you’re getting the message do you want to get out there.
Renaya: Absolutely, and one other thing with like running paid ads is you never want to just like start right off about running paid ads. So, always build up your page with organic content even if you’re a brand-new business or it’s a brand-new account, because having content on your page establishes that credibility. So, for example, if you’re a new business and you’re trying to sell a product and that’s the ad that you run is super salesy, like buy this awesome product people are going to visit your profile. And when you have nothing on your profile it’s going to look like a scam, so people aren’t going to trust you, they’re not going to convert, they’re not going to buy your product and it’s going to undermine your whole brand process. Because now you’ve run this ad, you’ve spent the money but people don’t see your brand authentically. Then you have to like make up that lost time to regain trust and credibility and kind of build up your audience and build up your brand when that’s where you should have started.
Kayla: Thank you.
Renaya: So, now I just wanted to open up to like some more questions and just kind of talk about how local businesses here can adjust their strategy kind of like what we were talking about earlier with the content calendar especially amid Covid-19, how you’re changing or if you have any questions about changing up your messaging and it can give a few tips and some basics here. So, to start it off just a few basic touch points like we talked about earlier; making sure you stay on brand; maintain your personality; maintain that voice throughout all your posts. One thing that’s really important is still being positive and being apathetic. So, that ties into them not being salesy or running ads because you want to look at like how you can relate to your audience. So, providing resources and not being negative and try to spin like a positive light on this situation.
Selena: So, we have a viewer question. “How do you think we can show fun culture stuff while we were all physically distant right now?”
Renaya: So, that really good question so while we’re social distancing there are plenty of ways to still show your culture so even if your team is now all removed, it’s critical to still maintain that culture. So, having like video calls doing fun like team calls even if it’s not for a meeting, it’s just to socialize. So, you guys can still see each other’s faces, still talk about stuff and think of it as like a fun way of doing something new. So, if you’re all at home now you can show your teammates like a different side of your per se. So, like if you are like me and have a lot of plants then I can show my whole team like what my favorite plant is which I wouldn’t be able to do while we’re in office. So, it’s just finding new ways to continue connecting. You can have like for GROWL we’re actually hosting a live happy hour next week. So, we’ll have our team live on either Facebook or Instagram and invite all the community to join and we’ll talk about like what we’re doing culturally some like, work from home fun stuff like things that, you can do at home that you would never be able to do in the office like wear sweatpants or something like that. And through that happy hour we’ll also do those with just our team so we can have like teen time to vent and we’ll all be on like our webcams and bring your own drinks because you’re remote [laughter] and still just have those fun interactions. Another way that you can do that on social is allow your team to do like platform takeovers. So, it could be like on Monday you’re showing your work from home life on the Fruita Chamber page and then like next week Selena: does it and you guys can show like your cats or like where your work from home space is.
So, it’s just trying to think of it as a new opportunity to get to know each other in a new life and to show your followers another fun side of you that you wouldn’t otherwise be able to do.
Selenaa: It’s funny that you mentioned showing off your work from home space because when all those remote works first started, I quickly learned that for whatever reason my laptop would only charge at the kitchen counter. So, I had them set up like a makeshift desk in front of the coffee maker and I sent it to Kayla and we have a just laugh about it [laughter].
Renaya: Yeah that’s fun because right now it’s a little different than usually right. A lot of companies already work remotely, especially like big companies like HubSpot a lot of their team is remote all the time but a lot of smaller companies especially locally here are remote all the time. So, it can be a fun way to show like what did you do today, what was your daily success story or what was the funniest thing that happened while you were at home. Like we’ve had some calls with clients and their dogs have just like gone crazy in the background and otherwise they would have been in our office and we would have had a normal meeting. So, regardless of if your remotes it’s kind of making sure you have that plan as a team of how you’ll work together, how you’ll remain efficient and then how you’ll stick together culturally.
Kayla: I think just remaining connected is the biggest thing especially for not only being productive but for each other’s mental health too.
Kayla: Even just bringing back a quick phone call of a family member friend or just calling your coworker to see what you’re up to today that human connection we realize we really take it for granted in times like these.
Renaya: Yeah definitely and right now it’s just very different than you know if you had a regular work from home policy because you can’t go to a coffee shop. You can’t go to a bar after work there aren’t those opportunities for that in-person connection. So, like you said Selina like calling somebody doing just like a quick FaceTime or making sure you set aside time to have a morning meeting every day and do like a video chat. Anything like you still have that connection but through a screen.
Kayla: Yeah, I have to give a lot of our small business owners credit, they’ve really come up with some creative ideas over the last couple of weeks as we’ve been navigating through this chaos. And I just really want to say that I it’s fun to see business owners go live on Facebook and you know say what they’re doing today. I even saw post the other night from JD’s bar and he was just showing you know it was empty in there but they’re working on some updates to the bar. And you know just little things like that I think the community really appreciates hearing from our business owners. So, even if you are physically closed or if you’re only doing takeout orders, I think just hearing from you is so important and going live and showing your faces and having that interaction is huge.
Renaya: I agree entirely and that goes to another point of in times like these even if your business had to shut down to the public or you all are remote still keeping up with sharing content, updating your audience. So, making sure you do like a Facebook post and pin it to the top of your page with like updated hours or that you’re only offering like takeout or curbside pickup. Updating your website, making sure your Google My Business has the correct information those are all really important too because if your customers still are trying to support you and that’s where they go to find to your business, they Google it, they go on Facebook and nothing new then they’re not going to be able to support your business. Because if they don’t know how to help you, they can’t help you.
Kayla: It’s a good point.
Selena: So, we have a viewer question. “What are your thoughts regarding businesses using Tik-Tok and Snapchat?
Renaya: So, that really depends on who your audience is and how frequently you can be engaging on the platforms. So, I’ll talk about one of them the other. Snapchat is still a popular platform but it’s not good for every single type of business. So, if you are like for example the university has you know their regular Snapchat for the University and the one for athletics. They really try to who their audiences and where their audience is finding content to share updates or like how to get involved on campus or game update, whatever it is. But if you know like GROWL would never have a Snapchat because we’re not trying to engage with just like general viewers like me. I wouldn’t be following GROWL on Snapchat if I didn’t work here because it’s not going to add value to the audience that’s on the platform.
So, beyond just looking at who your audience is and what your goals are, you need to look at the audience on each platform. So, if you are trying to reach like a younger audience or try to be like really engaged or show like behind the scenes or what have you, then maybe Snapchat and Tick-Tok would work but if you’re just doing like you know sharing blogs or like more b2b, those platforms wouldn’t work for you. But you can if you want to do that behind the scenes stuff which is really good, you can still leverage like Instagram stories or Facebook stories. LinkedIn is also adding a story feature pretty soon, so there are ways to still have those same kinds of like featured content that you would do on Snapchat or Tic-Tok on your main platforms.
Tik-Tok is rising really rapidly as a popular platform for multiple generations multiple types of audiences so that one can be good for different types of businesses, but you still have to use it the right way. So, I’ve been pressed the coffee shop and palisade they just launched a Tik-Tok and they’re doing like a fun like social distancing challenge of like dancing by myself. And they’ve been using Tik-Tok really well there because Tech Talk has the features to like edit your video so there’s like you know three of you or whatever it is. But the thing is they’re not just keeping that Tik-Tok content on Tik-Tok you have to share it across so you have to share it like your Instagram story or to Facebook otherwise people aren’t really going to know to follow you or know that they want to follow you. I do have to say press has been doing a great job of using their Tik-Tok and doing fun dances and sharing them across the platform sports.
Kayla: I don’t have a Tik-Tok but the only time I’ve ever seen Tik-Toks is when it’s shared on another platform.
Kayla: Definitely make sure you share [laughter].
Renaya: Because even if you don’t have people following you want to talk or if you’re a brand new account, sharing across platforms, it’s giving you content that you can repurpose and you can try to get people to follow you on that platform. It’s just the same as if you have you’ve had a Facebook but now your company wants to launch an Instagram you need to promote it on Facebook because that’s where your followers are now rather than going out and clicking to follow 1000 people and try to get 300 follows back, you want to promote it where your audience already is.
Kayla: Awesome. Do we have any more viewer questions? Well if we don’t have any more viewer questions please feel free to reach out to us and we can pass along the question to Renaya and I’m sure she’ll be happy to do a follow-up. Again, thank you so much Renaya this has been very helpful and I hope that it’s been helpful for our small business owners as well. Just know that there’s so much you can do with social media and “the sky really is the limit”. It’s ever-changing and if there’s any time to revolve your marketing strategy and test the waters with social media I think now it’s the time to do.
Renaya: Yeah absolutely. And like Kayla said, feel free to reach out to me personally or to GROWL there are all of our social links. We’re also doing weekly webinars on Fridays to just kind of provide more resources for local businesses. For example, last week’s webinar we talked with the director of the Economic Development Council of Colorado and then this week we’ll be talking about kind of like outsourcing and how to manage your business kind of like HR related stuff. And you can find some of those resources and how to get involved in our webinars at growlagency.com/connex.
Selena: Awesome we will definitely be tuning in to those as well, thank you.
Renaya: Yeah thank you guys.
Kayla: Thank you.
Selena: And thank you for joining us today.
Kayla: Alright take care and stay healthy everybody.