Seven steps to social marketing success

4 minute read

Here at, we firmly believe that social media can’t be overlooked as a source of free marketing with a potentially global audience. We’ve put together a few simple rules to make you a social pro in no time, even if you’re currently a beginner!

1. Pick your platform. From Google+ to YouTube, there’s a plethora of platforms to choose from and they each have their own merits. Choose the ones which best suit your business and concentrate your marketing resources carefully. My blog post on choosing a social media platform has a few ideas to help you make a decision.

2. Read the rules. Each social media platform has it’s own set of usage terms and conditions. For example, Facebook (arguably the strictest) doesn’t allow certain promotional material in the cover image, and Twitter treats tweets composed of mostly links without personal updates as spam. As social networks strive to evolve, their rules change, so check back frequently to ensure your business is still compliant.

3. Find your voice. Euan Semple’s iconic guide to using social media for business (“Organisations don’t tweet, people do“) quotes the Cluetrain Manifesto’s description of the social media phenomenon: “globally distributed, near instant, person to person conversations“. By remaining professional but engaging in genuine conversation with consumers, you can build a powerful social media presence.

4. Be consistent. Once you’ve established how frequently you’re going to post, stick to it. If you suddenly fall silent, your relationship with your fans and followers dissipates almost instantly and they forget about you. Scheduling posts in advance saves time and means you can maintain your social presence when you’re out of the office. Try integrating your Facebook and Twitter accounts with your account and use our Share tools to monitor your social outbox.

5. Proofread. While it’s important to engage with your fans and followers by allowing the personalities of your staff to shine through, no one likes a typo. Poor spelling and grammar never look professional, even in the casual world of social media. Be sure that the tone and style of posts and images is consistent and error free.

6. Don’t be afraid of negative feedback. While overtly abusive content should be quickly removed, deleting genuine constructive criticism is often a mistake. Be prepared to respond swiftly to negativity, remain polite and conscientious at all times, and ensure that the situation is resolved to the satisfaction of the person involved. If you have integrated your Facebook or Twitter accounts with, you can keep track of negative feedback by adding notes to follower profiles or using the positive and negative vibe tools.

7. Analyse your results. If you’ve seen my previous posts, you’ll know how much I love studying data and social marketing analysis is exciting stuff. Social media is reliant on people sharing content, so you need to know which posts are popular with your fans and followers. Detailed social analysis is available to our customers on monthly and annual packages through our Business Class Social Marketing tools.

If you need any more inspiration, take a look at some of the businesses which have used social media successfully. For example, Autoglass have a great Facebook page where they post interesting vehicle-related news, and you can even book an appointment to have your windscreen repaired using their Facebook app. Burberry have over 1.5 million followers on Twitter, and Old Spice’s YouTube channel has over 300k subscribers and over 300 million video views.

Still stuck on how to make the most of social media? Comment below or contact our savvy Support team for more advice.