The arrival of social media has heralded a change in how we view our customers online. Social media platforms now offer the facility to cement your relationship with clients and customers. These applications give businesses an opportunity to lay the groundwork for repeat business. We have found that there is a five step plan any SME can put in place to get their social media strategy right.

1. The time of day you interact with customers is likely to be on a routine or unofficial scheduled basis. When someone buys a newspaper in your shop at the same time every morning, they may also log on to Facebook at the same time each evening. We are creatures of habit and every business must establish when the best time to interact with their customers through social media is.
2. Social media offers a branding platform like no other. It is important for SMEs to brand every aspect of their social media presence. Whether that means using the same corporate colours or ensuring your logo is clearly visible, make your branding an integral part of the overall Social Media strategy.
3. Engaging in conversation is what social media platforms offer us perhaps more than anything else. Businesses must be aware of the difference between talking and selling. Hard selling in a social media environment will not come across well. A general rule of thumb is to adhere to the 80/20 ratio. Spend 80% of your time networking and making connections and spend the remaining 20% selling.
4. It can be tempting to focus on gathering fans and to concentrate on the number of fans that can be attracted. It is far more advantageous to have fewer fans that interact with you and each other than hundreds who joined on a whim and who do not spend any quality time on your profile.
5. And finally, when it comes to newsfeed optimisation, simply because you post something, it does not mean everyone will read it. Make sure your posts are automatically highlighted by Facebook (everybody can customise but if a fan does not customise their newsfeed, Facebook will decide what is highlighted).  The following issues are usually taken into account – how recent the post was made, what your connection is like with your Facebook fans and whether it is a post, video or photo.

Keep these five key issues in mind when executing your social media strategy and make the most of this excellent opportunity to connect seamlessly with your target audience.