Ask RGVision: Social Media for Businesses

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Three years ago, attorney Rene Flores’ wife pushed him out of his comfort zone and onto social media.

“It has put me in a stronger marketing position,” he said. “That just goes to show how powerful social media is.”

For the last year-and-a-half, Flores has utilized RGVision’s social media management services.

“I’m very happy with their service they’ve given me,” he said. “We’re able to track the leads, track the customers that are actually paying attention. We’re able to sit down quarterly so we can curtail our campaigns to specific things that are responsive. I’m in a better position to land a client because I’ve got information I’ve put out there.”

Flores spoke at a recent Lunch & Learn social media event held by RGVision Media at Kickin’ Axes in McAllen. During the event, RGVision CEO Gabriel Puente and Kelsey Greene, RGVision digital marketing agent, talked about how businesses can be successful on social media.

“If you have a business, you need to be on social media because it is a great way to meet demands of change and growth,” Greene said. Changing your message on Facebook is much easier than, say, switching out an ad on a billboard. Plus, “it’s easier to measure the marketing impact compared to TV, billboards, and print.”

With that said, it’s important to manage your expectations when it comes to social media, Puente warned. If you have a niche product — and a niche market — you might not pull in a large number of followers, especially if not everybody needs what you’re offering. Likewise, not every social media platform is right for your business — or audience.

Understanding your audience — including knowing their age, gender, income, education level, and geographic location — is essential to identifying your company’s ideal social media platform.

For example, the fastest growing demographic for Facebook is users ages 65 and older. On Pinterest, the majority of users are women. Snapchat and TikTok cater primarily to teenagers. And LinkedIn’s account holders are more often highly educated and earning a higher salary than others.

The next step is measuring the success of your social media presence through key performance indicators — quantifiable measures designed to tell whether you are meeting your goals. There are hundreds of such measurements, but ones you should pay attention to include:

  • Reach: How many people your page and posts are reaching.
  • Impressions: How many times someone has seen a post.
  • Followers: People who like your page and see updates in their feed.
  • Engagement: Clicks, likes, shares, comments, and mentions.
  • Leads: User who has given you info and wants you to follow up with them.

It’s important to avoid some common misconceptions about what social media can — and can’t — do for your business, including:

Myth: Social media results in immediate sales growth. In reality, it takes time to understand your market and to build a following.

Myth: Social media is setting it and forgetting it. You can schedule posts far in advance, but that doesn’t mean they’ll be effective, especially if your strategy isn’t working. You need to monitor your posts and page, respond and engage with users, and be flexible if you need to change your game plan.

Myth: Social media leads to sales. Actually, social media leads to leads. Having a good strategy in place for your social media presence — or a talented and experienced team backing you up — can bring in interest and develop leads. However, it’s up to you and your in-house team to convert leads and close those deals.

Myth: Content has to be persuasive. The buyers’ cycle has changed, and people are so inundated with information that they’re cutting back on what they see. You need your social media content to be content that potential customers are looking for — not necessarily constant calls to action. Establish resources for customers to boost your company’s credibility — and add value to customers’ lives.

To learn more about the social media management services that RGVision Media offers, visit RGVisionMedia.com.

What questions do you have about social media for your business? #JoinTheConversation at facebook.com/rgvisionmagazine.