How To Maximize Social Media for Business Growth and Impact

Here is an extract for Cyber Sense Digital Class Free Whatsapp Training Session on Social Media for Business Growth and Impact

What is Social Media?

Why Social Media?

Social Media and Your Brand

Crafting a Social Media Strategy

Identifying your Target Group

Forms of Social Media Content

Social Media Channels / Platform

Selecting and using the right contents

Managing your social media presence


What is Social Media?

This might sound funny to ask, but understanding what it means is the beginning of understanding how best to maximise its potential

Some class-generated definitions

Social media is a platform or platforms in which we connect both our personal and business information with other users in the whole wide world for awareness

– websites or applications that enable users to create and share content or to participate in social networking.

Social media are interactive computer-mediated technologies that facilitate the creation and sharing of information, ideas, career interests and other forms of expression via virtual communities and networks

There are several definitions out there but something is common among them.

  1. Creation and sharing of contents.
  2. It is a virtual community.
  3. It is a computer-mediated technology.


But among all the key features in the definition the ones we need to pay attention is the creation and sharing of information and virtual community

Before you can maximise your social media presence you must first have a content to share and ready to be part of a community.

So having said that why do we need to be on social media?

Let’s look at some statistics regarding social media

  • In the past 60 seconds there have been about 280,000 tweets,
  • 260,000 Facebook posts,
  • 1.8 million Likes,
  • 72 hours of YouTube videos uploaded and about 120 LinkedIn new users added.
  • There are 3.2 billion social media users worldwide.
  • Facebook is the most popular social media platform with about 2.2 billion Active monthly users
  • Users spend an average of 2 hours and 22 minutes per day on social networks and messaging.
  • 73% of marketers believe that social media marketing has been “somewhat effective” or “very effective” for their business.
  • Users spend an average of 2 hours and 22 minutes per day on social networks and messaging.
  • 54% of social browsers use social media to research products.
  • 71% of consumers who have had a positive experience with a brand on social media are likely to recommend the brand to their friends and family.
  • 49% of consumers depend on influencer recommendations on social media.
  • 500 million daily active Instagram stories are uploaded worldwide.
  • 91% of all social media users access social channels via mobile devices.

If you look at the statistics above you would understand why it is very necessary for any person who want to play in the social media field needs basic understanding.

*71% of consumers who have had a positive experience with a brand on social media are likely to recommend the brand to their friends and family, if you really want to be a social media player, this should strike you.

It also means that the same 71% are likely to share their negative experience as regards your brand or personality with friends and family,

With social media you can gain faster or loose faster.

So social media helps you to;

  • Take critical decision as regards your brand,
  • Relate to customers/audience on a near-zero cost.
  • Engage in other to understand what makes them come to you, buy your product or listen to you

And what do I mean by your brand?

As far as social media is concerned, your brand starts with that Profile picture you put up, that one line of sentence you used in your bio.

Your company logo or product image, your style of content creation, your style of response is your brand

So you have to think very carefully exactly what you want to tell your target audience and the people that are going to be looking at your brand.

This is exactly the beginning of your social media journey as a business, a brand, an influencer etc.

This leads us to Social Media Strategy. Before you can maximise the social media market place there is a need for you to craft a Social media strategy


Social Media Strategy

A social media strategy answers the following question;

Should I Use Social Media At All?

Which Platforms Do I Use?

What Kind Of Content Should I Post?

How Do I Respond To Comments?

What metrics would I use to measure my progress towards social media goals?


For the first question I can say all of us here would definitely answer yes

Then the next is which platform to you use. Your answer here would require having a fair knowledge of the most used platforms and by platforms I mean, Social Networks.

For the third question, you need to know the various forms of social content and the fitting platforms where they are used.

Forth question would help you develop your engagement strategy. Assuming someone came to your wall and drop a negative comment. How would you respond to it?

Fifth question would help you define why you came. Do you want to measure your growth by number of followers, or number of engagements when you send out a post, or how many product/services procured when your place an ad. You really need to know what to measure

These are called your social Media Key Performance Indicators (KPIs)

I would like you to craft a short strategy for your social media business journey.


Identifying Your Target Group

Let’s look at identifying your target audience. With your target audience in mind, making a choice of content type and platform type wouldn’t be a challenge

Your target audience are the category of persons who you expect would patronise your business, or identify with your course or listen to your message.

The categories can come in the form of age bracket, (demography), location (Geography), Male or female (Sex), Individual interests, etc.

For example, those who are very active on Facebook, you would notice that there are some contents you post, and only younger persons would react to it.

Let’s look at key content types that helps you push your message on social media

  1. Audio visual content
  2. Info-graphics
  3. Blog post
  4. Images/graphics

These contents can be presented in four major forms

a. Interactive Social Media Posts

b. Visual Social Media Posts

c. Incentive Social Media Content

d. Relate-able Social Media Posts

Major social media platforms have peculiarity as regards the best fitted content to use on them


Let’s look at some platforms and their peculiar content

Facebook– Provides opportunity for you to use audio visuals, and relate-able posts. Also if you want to say much as part of your content, you can blog on Facebook

Twitter- Mini blog. You must make your post interactive and engaging to attract the audience. You only have opportunity to use 280 characters to express your view or pitch to your audience

With all these info, may be you are asking, so How do i take my business to Social media?

How to make our post interactive?

For you to make an interactive post, you first need to understand your audience. The question to ask is, What would I put up that would make my audience react by way of comments, questions, discussions, etc. The best way to go about it is to make sure you listen to your audience

Major Social Media skills every social media marketer/manager should possess.

They are;

  1. Social Listening: Listening on a social platform, so you never miss a conversation
  2. Social Engagement: Your audience want you to respond to them when they reach out to you. They want a fast response, and an accurate one. On this some social media platforms are now ranking your response to your audience.
  3. Social Analytics: The ability to Use the data you gather via social listening to analyse how your audience and prospects feel and what they need from you.

Another thing is that you must have defined what you want post and how often you need to post. Because for you to have a good social media business outing, you must be ready to build a community of followers.

Your followers need to have confidence in you before they can patronise your business or identify with your course.

So if you have a Facebook page you need to pay attention to the following;

  1. Your Facebook page Profile Picture
  2. Your Page Cover photo. This is more like your office signboard. Make it good and let it speak of what your page is all about

This is your Page Identity. It can be your logo or your picture, if you are a personality brand

By personality brand I mean brands like musicians, politicians, models, etc. Their business is their person

Content development can be simplified if you identify the type of content that works for the particular platform you are using

Social Media Visibility

Social Media visibility needs you to understand what conversations are trending on your platform, so you can create contents that can connect to the trend. Also you need to locate who are the influencers in your nitch area. You need to connect with them and also contribute to their interactions on their wall. As soon as you make meaningful contribution that attracts their attention, they can follow you or share your view on their wall.

Audience Engagement

Audience engagement is basically giving your audience opportunity to know that there is a human being on the other end. And it means, you need to pay attention to their reactions to your post, react or respond where necessary and answer questions as accurately as possible.

In audience engagement, you have to bear in mind that your audience are following you for a reason.  So give then attention, answer their questions. Provide enough information for your product (if you are selling) and be mindful of negative comments and how to manage them.

The internet is an information super highway. In a case where you provide answer to a question on your platform only for another of your followers saying your info is incorrect. That would negatively rub off on your brand


How do you know what your audience want?

First thing is to have something to give. Say you started a Facebook page on Parenting and you begin to put up your post and contents. Those who find your posts valuable would definitely follow you. But as time goes, you would notice some of your posts get more engagement than others. At that point, you are expected to pause and check what you did different. That is a pointer to what your audience want

You can also set up a poll that ask your audience to choose what they want you to speak on or talk about.

Managing your social media presence

Social Media Management is the act of monitoring and participating in social conversations across platforms. Monitoring is key

So to be able to manage your presence across platforms can be a herculean task. But there are  available tools that help you do these tasks with much ease. Social media management tools helps you do more from one location. You can schedule posts, monitor competitors, send one post across all your platforms at once, see who mentioned you in a discussion, etc.

Some of the platforms that provide such features include,,,, etc.

These tools come in form of platforms or features. You can read up on how to use them.

Also major social media platforms are now adding features that can help you manage your presence.

For example, Facebook provides you the opportunity to schedule your posts, monitor your competitors, engage audience in various forms, and send your post from Facebook to other social platforms like twitter and instagram.

Also for monitoring your audience engagement and post performances, you need to pay attention to analytics feature of the social media platform you use.

For instance, Facebook has Insight – a feature that gives you on the spot view of your audience growth, performance of your post, the kind of engagement, the reach of your contents, perception of your content by audience.

In subsequent posts we would be presenting extract of Social media Safety class.

Do you want to join our Whatsapp Digital Literacy Class? Click this link to register

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