5 Keys to Social-Media Effectiveness

Social media is an incredible vehicle to stay in touch with friends, connect with new friends and stay up-to-date on topics that interest you.

I have always been one to stay in touch, so embracing social media was not difficult.

Using it correctly was. I jumped into Twitter at the prodding of digital strategist Kelly Aratoon and need to get updated sets of tips from her!

Most nonprofits and companies without a dedicated social-media specialist rely on the youngest professional in the office. In our office at Lighthouse Counsel, it is Isaiah Adona, who is on top of communications and technology and helps us stay abreast for our clients.

If you don't have an advisor like Kelly or Isaiah, find one. The best resource — a graduate from a respected communications program that includes social-media/new-media classes.

Other than finding that young mentor, here are five tips for increasing your social-media success:

1. Match your message to the platform. I use Facebook, LinkedIn and Twitter. While I realize that there are features to post the same messages, I don't. Other than sometimes sharing the same content (typically an article or blog), all of my other messages are truly tailored to the platform and whom I am engaging with.
2. Personally review what you come across before you share it. I have seen very reputable friends post a link with a heading that ends up not reflecting the content or the link is incorrect or goes to a subscription-only site so the content is not available.
3. Reciprocate. Reciprocation is a foundation of great friendships. So show appreciation to your online friends who like and favorite your posts, and otherwise communicate with you.
4. Be genuine. Let your online presence reflect who you are. And a piece of who we all are is our business. Build your likeability and your professionalism by what you post and share, but be careful how often you ask for a sale or donation.
5. Take stock. For a week, keep track of the hours you spend maintaining your social presence. Then, compare your goals, those hours invested and the return. I did this recently and realized that I need to find some new tools to increase my ability to stay connected and decrease the time invested. I love engaging on social media — but the hours I spend aren't justified with any business return (and I am there for personal interaction and with a long-term business perspective). It sounds like time for a conversation with Kelly and Isaiah!