Much that has been written about Social Networking tactics is too general. There is more than one type of consumer based business. For example, a consumer based business could be a business that sells professional services to consumers, one that sells iPhone74 aps to tweens, or one that sells cheese to a mass market. For a consumer goods, mass market business, the benefits of Facebook are obvious. Get a million followers and use ads to promote your posts to the next million. Entertaining posts will be shared by any and all.
Re-shares happen organically, but only if you are cute, funny, a kitten, original, useful, and/or timely (or some combination of those). This is such an easy thing if you are selling Coke and have a million dollar budget (or can add the ‘real thing’ into the real thing.
The issue here for the small to medium sized business such as a mortgage broker, insurance agency, financial analyst, appraiser...
For the independent consumer based business: the wealth management firm, the financial services company, the insurance brokerage, getting results from Social Media for business is a bigger challenge.
But the objectives are different as well. Instead of a million followers, you are looking for a thousand local followers. Instead of a million shares, you are looking for increased traffic and SEO (SEO stands for Search Engine Optimization, but in 2017, it just means that Google should offer you up when your customers or prospects go looking.)
In the year 2017, if you are not easily found on the internet, you do not exist. Over the next weeks, I will publish a series of articles; “How to Create and Maintain a Social Media Brand – the Lecture Series”. This is all you need to know to create a social media presence for the independent consumer based business that offers professional services and products. I am specifically addressing the requirements of insurance, mortgage, financial services industries, but the results are also applicable to construction companies, consulting firms, and small B2B endeavors. Enjoy, and Happy New Year 2017.