The Chicken or the Egg in Social Media

Social Media - The Small Biz Shop Let’s address a puzzling mystery: what comes first in building a solid social media presence for your business? Is it having all the bases covered (Facebook, Tumblr, Medium, Instagram, Pinterest, Twitter, LinkedIn, Google+, email list, blog) or is it just creating great content?

While it can seem like in order to connect with your audience you should be working all platforms all the time, in truth you can give yourself a break. You don’t have to be everywhere at once.

The most important thing in all your social media efforts is just this: creating great content.

However, if you just create that amazing content and let it sit on your blog only to be discovered by random searches, that’s no good either.

The Big Social Media Secret

The big secret to social media success for your business is this: after you create some amazing content, you need to avidly use your social media accounts as publishing platforms to get your work out to the world.

For example, once you’ve written an awesome article (or created a great video or podcast) you can dramatically multiply the reach of that article by promoting it on various social media platforms.

So let’s say you post your article on your blog. Now what? What do you do with it so that it doesn’t just languish in cyber limbo? Here are some ideas:

  • Tweet quotes from your article on Twitter.
  • Post a related image on Pinterest that links back to your article.
  • Use to turn a quote from your article in a meme to share on Facebook.
  • Re-post your article on other social media platforms such as LinkedIn’s publisher.
  • Share a link to your article on Google+.
  • Send out an email to your list letting them know what’s happening with you and giving your readers a link to your blog article.

In this model, all roads point back to your businesses’ website. And your website should have a clearly defined call to action on it so that all the readers you’re drawing in with your social media publishing have an obvious “next step” to take to do business with you.

That “next step” that your website points to could be anything: it could be that they email you to request an introductory session with you (if you do client work), or that they find out your address to go visit your brick-and-mortar location.

In Conclusion

While it’s important to have accounts set up for your business on most major social media networks (Facebook and Twitter are indispensable), you can keep in mind that the main purpose of those accounts is to distribute the content that you create. In essence, all of the social media networks that exist are publishing tools to get your work out to a larger audience.

Therefore, your main focus with your social media marketing efforts should always be on creating amazing content that people want to engage with. Whatever platform you distribute this kind of content on, it will catch people’s attention, grow your audience, and grow your business.

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About the Author: Linda D’Angelo is owner of The Small Biz Shop, a place where business owners and nonprofit organizations can go for collaboration, consulting, learning, strategy and assistance with program execution. Working collaboratively with you, her small dynamic team helps you achieve your business goals via marketing and business support, workshops and consulting. The Small Biz Shop is an accredited Constant Contact Solution Provider and a HootSuite Solution Provider. Linda D’Angelo is also a Microsoft Office Accredited Specialist on several of the Microsoft Office products, including Master Certification on Office 2007. Linda also hosts a Roundtable Facebook group for entrepreneurs and small business owners. You can request to join at