How best to leverage social media for business

Digital marketing guide
Digital marketing guide

Show up and be consistent: post to your chosen social networks daily…

Create content that is inspiring, valuable, solves a problem or is entertaining.

Be social not promotional: try to join in with conversations, comment on other images and mention your audience. This way you are able to generate conversation and engage people, after all it is social media and that’s what makes it so effective.

Give it time: in real life building meaningful relationships takes time and it’s no different with social media. I would suggest you go into a social media marketing campaign realising that it may take a year to build a solid community or audience. Plus, you will have to give a lot of value away, so determine to be in it for the long haul in order to see the best results.

Trial and error: there is no silver bullet when it comes to social media success and that’s why it is so important that you keep trying new things remember if you do what you always did you’ll get what you’ve always got.

Measure: in order for you to see what sort of ROI you are getting you’ll need to measure your activity and there are many ways to do this. With live stream it is a little harder, although you are able to see how many people have watched and shared your streams and based on the number of followers you can then work out the reach. With live stream perhaps the best way to measure is to see how many enquiries you are getting through email and telephone or how many email addresses you collect after a stream.

Ensure you have an tool on your website such as Google Analytics: this should go without saying because if you don’t have any measurement technology installed on your website, then how can you tell what’s working and what’s not? Pinterest for business also includes a built-in analytics tool.

Analyse: make sure you put time aside to analyse your activities and successes. Because you have been measuring your activity you’ll find that it’s easy to pick up on what works and what doesn’t and then go from there based on the results.

Lucy Hall is founder of, a social media forum for SMEs, taking place at London’s Bishopsgate on 9 November – see <> for more details