Social Media Goals. What are You Selling?

What makes social media work for entrepreneurs? I've focused on followers as clients, the unique position of entrepreneurs, how offline activities establish sustainable online community, and more. I have to ask, however, what are your goals on social media? We've all heard:

  • Leads. "It doesn't bring me clients". "I've seen people get clients. How do I?"
  • Followers. "I need more followers". "Got followers, but no activity. What's the point?!"
  • Automation. "I'm not a fraud! I'll post in real time". "Sound great! How do I do that?"
  • Content. "I have to promote this event". "I'm not promoting". "mainly others' content".

As you can see, there are conflicting views on just about everything. Where do you stand on these? What's the impact on the reader, your clients? Is that your desired impact? It will always come back to your goals and your strategy for achieving those goals. What are yours?

How's Business? Can Social Media Work for You?


In business, most of us decided on what need we're meeting, whose needs we're meeting and how, before we started. It may changes from time to time, but business started with a goal and a plan. Why not take that clever approach to social media as well? Let's walk through it.

  1. Is your business sustainable? Do you have clients, a feasible model? If YES, proceed. If NO, tweak, then proceed. This ensures a clear message. Already online? Let's chat.
  2. Are your ideal clients (those who need, value, invest in You) on social media? If YES, proceed. If NO. Who will you connect with on social media? Advocates? Partners?
  3. Where are they active on social media (e.g. Facebook, LinkedIn)? If You know, proceed.
  4. Of those social media channels, where do they look for your offering? If You Know, proceed. If Not, ASK. Clients can best answer what they want from you online.
  5. What keywords, topics, content formats and times of day do they check in? How do they engage, do they like/share, do they read/save? What would you like them to do?

Questions 1-4 clarify whether or not you're positioned to get the most from social media. Once you know the answer to Question 5, you can identify feasible goals for your social media community. They've basically told you what they need on social media. 

Where Do Their Needs Overlap with Your Needs?

Now. The next set of considerations to identify your goals are time, energy and content. There are others, but these are the basics in helping you to achieve consistency.

  1. Time. Can you be present in real-time everyday? If NO, what time can you allocate? 
  2. Energy. When (schedule-wise) are you in the best frame of mind to share good content?
  3. Content. Can you generate/access good content on your passion, expertise, client need?

This is where a sound social media strategy process will help you. You have more content than you think. Automated scheduling tools may mean you actually have more time and energy than you think, as well. If not, you can still better delegate to a social media manager with a strategy.

Let's Clear Up Your Strategy

Let's chat. You can contact me here. I'll also cover this more on Successiory e-News (subscribe), FacebookLinkedInTwitterGoogle Plus and Pinterest, this month. I also offer social media packages to entrepreneurs and enterprises. What works for you? Ask here!

Crystal-Marie S

(2016-Aug-18) On paper, my career began in 2001, spans Successiory (2009), my MBA from the Schulich School of Business (2010), two countries and several industries, including business strategy, social media consulting, environmental and engineering consulting, higher education and more (see LinkedIn). 

In 2015, I was nominated for Canadian Association of Marketing Professionals (CAMP) Awards,Entrepreneur of the Year and became an bestseller on August 9th 2015. I spoke at 12 events in 2015 alone, including several GroYourBiz Advisory Boards, Bank of Montreal (paid), Iler Campbell’s Tools Conference and Toronto Public Libraries’ Small Business (sometimes paid) series. I think I love speaking!

On a personal note, I'm an MBA, entrepreneur, millennial, dancer, author and so much more yet, like you, I don't fit the stereotypes. After years of workaholism and the health and relationship losses that go with that lifestyle, I've stopped 'paying lip service' to terms like authenticity, self care and sustainability. My health scare pushed me into living them. Here's hoping I can inspire you to live and work better without learning the hard way. Welcome. Still curious? More here...

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