William Joseph Communications

3 Ways Small Businesses Can Effectively Utilize Social Media

Unless you have been under a rock for the past decade, you are probably aware that social media is a tool that small businesses can utilize to promote themselves. Social media is an incredibly powerful platform to connect with your customer-base, receive direct feedback, and engage in productive, two-way communication with a wide swatch of stakeholders.

The best part about social media is it is seemingly so simple: you set up your accounts, populate them with clients and prospective clients, and off you go. The thing is, it’s not as easy as that.

We’ve all seen great examples of terrible social media; accounts left to whither and die, devoid of quality content or engagement at any level. Or the accounts that are so bloated with irrelevant links and posts that their followers grow immediately annoyed. Even worse, the ones that post planned content, but don’t stick to their brand, muddling the overall message.

There is hope.  From these terrible examples (that are most likely clogging your newsfeed right now), there are lessons to take and your small business doesn’t have to suffer the same fate. Below are our suggestions for effective small business social media:

Be consistent, immediate, and authentic.

Frequency of posts is a tricky thing to figure out. Too little, and you have little chance of engagement.  Too much, and you’ll scare away your client-base.  A basic rule of thumb is a couple Twitter posts a day, a couple Facebook posts a week.

When interacting with clients on social media, be sure that your responses are timely and kind. Unlike advertising, which is one-way communication, social media is a dialogue with your followers. Keep it conversational, and respond thoughtfully and quickly.

In addition to the proper frequency, you have to be concerned with the content. It is easy to sniff out bad sales pitches on social media, so ensure the content you create isn’t just driving sales; which brings us to our second tip…

Don’t sell (specifically); Network.

Social media is not for repurposed ads; it is for dialogue with your followers.  Although social media can be utilized for promotions, these promotions should aim to be informative rather than persuasive.  Keeping a warm, friendly, conversational tone, and considerately communicating with those who engage you is key to growing your followers.

Stay on brand.

This cannot be stressed enough. Please, for the love of god, understand your brand before attempting to do anything with social media. When used well, social media will strengthen both your brand AND your relationship with your clients. But if you stray from your brand, it damages your business’s reputation and complicates your message. Keep it simple, stay on brand, and your social media will become a powerful promotional tool.  Posting content that is not consistent with your brand will only do your business harm.

A final warning:

A lot of small businesses earnestly attempt to do their own social media. But after a few weeks of posting consistent, relevant, brand-specific content in a reasonable frequency, many small businesses drop off and give up.  The reason? The lack of immediate results.  The fact of the matter is that social media needs to be recognized as a communication tool; a tool that can consistently improve your relationship with your clients and help strengthen your brand. By sticking with it, you only have greater relationships to gain, and those relationships will eventually translate to greater sales.

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Friday, December 7th, 2018 at 2:37pm
We love our incredible clients and are grateful to work with them everyday! So, we were super excited this week when we got to be Santa and deliver WJ presents to all of them! #YXE team with @PattisonKids https://t.co/UYH4zKtBVd wj_agency photo
Tuesday, December 4th, 2018 at 1:28pm
Check out Ryan's latest Global Saskatoon ADvice segment on how to maximize your marketing efforts during the holiday season! https://t.co/i4lvSYxTon
Monday, December 3rd, 2018 at 1:55pm
A Christmas gift for you all! We are hosting a holiday session to help our business owner/marketing manager friends get a jump start on their marketing for 2019. We have a few spots left so we hope you can join us this Wednesday, Dec 5th at 11:30 a.m.! https://t.co/VBimH6XZYu
Friday, November 30th, 2018 at 12:32pm
Because we know Santa visits all of our locations, here are a few shots of our Saskatoon office! We are BIG Christmas fans at WJ! https://t.co/2bVmRK6lfT wj_agency photo
Wednesday, November 28th, 2018 at 2:01pm
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William Joseph Communications

We are the difference between momentary achievement and enduring success.Your success requires an agency that offers a fully integrated solution. One that has the vision to see beyond your current borders and the troops to guide you there. With us as your allies, be confident that you can achieve your boldest ambitions. At William Joseph we offer complete marketing solutions composed of strategies, tactics, and designs that effectively tell your story and address your unique marketing goals. Everything from advertising campaigns to experiential design, our team takes your corporate identity and translates it through a wide array of mediums to successfully champion your company.
William Joseph Communications
William Joseph CommunicationsMonday, December 10th, 2018 at 12:00pm
In the spirit of the holiday season, we ask you to support our client, the Central Alberta Child Advocacy Centre, and participate in this year's Dream Home Lottery.

The proceeds from this event will go to support the Centre and its mission to empower children and families impacted but abuse.

We're so incredibly humbled to work with such a wonderful organization and are proud of the brand we were able to create for them!
William Joseph Communications
William Joseph CommunicationsFriday, December 7th, 2018 at 5:10pm
We love our incredible clients and are grateful to work with them everyday! So, we were super excited this week when we got to be Santa and deliver WJ presents to all of them! Check out Preston and Monique from the YXE office dropping off flowers to the team at Jim Pattison Children's Hospital Foundation!
William Joseph Communications
William Joseph Communications added 13 new photos — with Victoria MacLean Reade.Thursday, December 6th, 2018 at 11:22pm
Thanks everyone for coming out to our Christmas Ryan’s Roundup! Everyone left with a little gift from WJ and a lot of holiday spirit. See you all in 2019!
William Joseph Communications
William Joseph CommunicationsThursday, December 6th, 2018 at 4:59pm
William Joseph was featured in Calgary's Business today!

Despite the many ups and downs of our economy, William Joseph has continued to grow as a business every year since our inception, and for that we are incredibly grateful.

As we finish our 15th year of business, we've had a lot of time to reflect and look back on our journey. Click the link to read more.
William Joseph Communications
William Joseph Communications added 8 new photos.Wednesday, December 5th, 2018 at 11:32pm
William Joseph was out tonight celebrating the holidays with our great partner, Ranchman’s! Thanks Doug and Wendy for hosting such a wonderful party. I wonder if Santa asked our CEO if he was naughty or nice?!?

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