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As a business owner, social media serves as a very effective tool in communicating with customers, clients and business partners. Whenever potential clients are looking for a new product or service, they generally start their search on social media, not only to learn more about your brand, but also to see what others are saying about a brand or business. However, it is important to note that not all strategies are effective on social media. There are guidelines that should be followed.

1. Know who you are.


2. Don’t wait until after the fact.


3. Understand your audience.


4. Don’t make assumptions about your audience.



5. Plan ahead.


6. Don’t assume that your presence on social media means you know everything about it.

Having a personal account is not the same thing as understanding the scope of what Facebook ads and Twitter-promoted posts can do. Because these platforms are refining and changing these specific things all the time, having an expert on call is going to save you a lot of heartache in the future. It helps to have someone whose job it is to stay up to date on what’s going on.

7. Adopt a test and learn methodology.

Start out with your strategist and social media team to test the waters. Put out a variety of concepts to see what is working with your audience and what isn’t. The more you test out an idea and see if that hypothesis is validated by audience data — which you can get very easily from social media platforms — the better feature concept you’re going to be able to build. Learn what works and budget away from the things that don’t.

8. Don’t get comfortable.

You want to make sure that you’re engaging in a creative experiment to communicate with other people. If I’m out with friends every Friday and tell the same story over and over again, I wouldn’t have friends to go out with on Fridays for very long. You want to keep engaging and developing partnerships with relevant communities. They can help you understand the broad strokes of all the things they’re interested in, which will help you keep your brand interesting.

Finally, take a hard look at your social media strategy and make changes and additions where necessary. Always keep in mind that social media can potentially make or break your business. You want to use the strategies that drive people toward you and your business and make them come back for more.

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