GOING VIRAL: Setting Realistic Social Media Goals for Your Small Business

The allure of social media fame can often lead business owners astray. It's not uncommon for business owners to expect instant fame and huge online growth simply by hiring a social media manager. However, success in this area requires a recalibration of expectations. Instead of chasing the elusive dream of virality, small business owners should focus on long-term growth by setting realistic and actionable goals for their social media presence. Read on to learn key points about “going viral” and how to get the most “bang for your buck” when hiring a social media manager.

Virality Doesn’t Equal Sales

Social media has emerged as a crucial tool for small businesses striving to expand their reach and engage with customers. Seeing certain creators and businesses become online stars, however, has convinced many that virality is of utmost importance. While the idea of "going viral" may be enticing, it's important to recognize that this outcome is neither guaranteed nor sustainable for most businesses... heck, it may not even be helpful!

Viral content often garners fleeting attention, with little impact on long-term brand growth. Listen, most people won’t remember your brand or spend any money in your store after resharing your viral video. The vast majority of them won't even check your profile. So, while it is true that having more eyes on your content and a large pool of followers can give your business the boost it needs for success, your priority should never be orchestrating viral moments.

Instead, put your energy into creating authority in your industry, establishing an engaged community, and delivering value through your offerings. That way, if you do experience a viral moment, there’s a foundation of substance to entice new followers into sticking around.

Define Your Social Media Goals

Before you begin the journey of social media management, it's crucial to define your objectives clearly. Don’t just start a social media account for your business because it’s the thing to do. Ask yourself: “What do I hope to achieve through my online presence?” Whether it's increasing brand awareness, driving sales, or fostering community engagement, articulating your goals will provide a roadmap for your social media strategy.

Your Social Media Manager's Role

Hiring a social media manager isn’t going to get you overnight success. Their role should not be to orchestrate viral sensations. A good social media manager is your strategic partner in social media marketing, guiding you through the wild world of online engagement and brand building.

Being a social media whiz isn’t just about posting. It’s about knowing your target market, knowing the brand you're representing, understanding algorithms, keeping an eye on market trends, and constantly evaluating performance metrics… all while attempting to stay super organized! Additionally, crafting killer content, chatting with followers, and tweaking strategies based on data are all part of the job. This isn’t a gig for your friend's TikTok-obsessed teenager. It requires serious know-how!

Collaborate closely with your social media manager. They need to understand your business to market it. It takes time to develop a thorough understanding of your business and its audience. Establishing a strong partnership with open communication will empower both you and your social media manager to make informed decisions about your online presence, ensuring that every action contributes meaningfully to your business outcomes.

But here’s the thing: social media success is two parts doing everything right, and one part plain luck. Unfortunately, social media managers don't have a magic button they can press that'll make a specific post go viral! Not everyone finds that third part so quickly, with or without a social media manager guiding them. So, instead of focusing on follower counts and virality, put your energy into creating compelling content and fostering genuine engagement with your community.

Building a Community-Centric Approach

When it comes to social media success, community is key. The concept of community has always sat at the heart of small business. In that vein, word-of-mouth has always been the most effective form of marketing for small businesses… and it still is!

Whether your business serves locals or sells more globally, nurturing community spirit is a must. Engage with your audience personally. Social media marketing for small businesses? It's just modern word-of-mouth!

If your main customer base hails from your local community, show local love by participating in community events and teaming up with other local businesses. This will help you build a community-centric approach that creates a loyal customer base. If your customer community is more global, consider what communities lie within your industry. Are you a comic artist? Your peeps might be other comic artists, writers, fans, and cosplayers. Dive in! Follow, engage with, and support other community members without the hard sell.

Remember, small businesses possess a unique advantage in humanizing their brand. Unlike corporate giants, they can leverage the power of personal connections to forge genuine relationships with their customers. So, how you use your social channels is pivotal in nurturing your company’s community spirit. Instead of treating every social post as a promotional opportunity, focus on creating content that sparks conversations and fosters engagement. By demonstrating transparency, empathy, and enthusiasm for your community, you can build trust and loyalty among your followers.

TL;DR

Social media success for small businesses is not about chasing viral fame or mimicking the strategies of corporate behemoths. It isn’t a race to the 1 million followers; it is a slow and steady building of a loyal customer base. It's about embracing your unique identity, fostering genuine connections, and cultivating a community.

By setting realistic goals, collaborating with your social media manager, and prioritizing community engagement, you can harness the power of social media to propel your business toward sustainable growth and enduring success.

True success in social media management lies not in the pursuit of virality and huge followership, but in the deliberate cultivation of a loyal and engaged community.