Interview With Social Media Expert Louise Wightman
Louise, how did you get started in social media and what made you want to pursue a career in it?
I was in the process of reinventing myself and found social media the most interesting way to promote my new brand and services. I genuinely love what I do for a living and most of the time it doesn't feel like work! The social media industry fits my skills as I love being creative, building brands and giving companies' marketing the 'Wow' factor. It was a natural progression for me and ticked all my boxes as I'm a keen networker and enjoy sharing information.
Tell us a bit about what you do at Approach The Coach?
Approach The Coach is primarily a Social Media Consultancy; I work as an 'Alias' on behalf of companies building their brand awareness and running training days. Also, being a registered Coach, my clients receive Business Coaching as well as Social Media Best Practice. I am the first person in Scotland to achieve the ITQ Level 3 Qualification in Social Media.
What would your advice be to a social media newbie wanting to establish an online persona?
Identify your USP - what differentiates you from your competition. Offer potential clients a reason to work with you - this could be your specialist knowledge, your PR / marketing expertise or simply your creative approach. You also need to be consistent i.e. the two-day rule - post something every two days to keep your brand visible online and to create an energy around what you are doing.
What are some of the biggest mistakes that companies make when using social media and how can these be avoided?
Some companies, in my opinion, make the mistake of just sending out information robotically, they don't engage with their audience. To avoid this, seek professional advice, be flexible in your approach and have fun with social media - it doesn't need to be boring.
With so many social media platforms available how do you know where to start and how can you find a mix that best suits your business?
My suggestion is that you speak to an experienced social media consultant who will explore the available platforms, calculate the best functionality and ensure you're not doubling up with your messages. Remember, each platform targets - potentially - a different audience. Social media can take up to six weeks to have any real impact; you need to give your social media strategy a chance to see which platform or initiative works best. Most importantly, ask people, listen to people and engage with your audience. No-one expects you to be perfect, what they want is interaction.
How do you cope with the fact that social media can be exhausting? Is there a golden rule as to how much time you need to dedicate to social media?
I think you need to have a clear objective for your social media, put a value on the statistics and information you ascertain from analytics, etc. so that you can maximise your most successful strategy. This could be something as simple as posting comments online at the most appropriate time of the day - look at your target audience and identify who they are, where they hang out, what can you do better, so that you don't waste time like a busy fool - work smarter, not harder. Thoroughly read the analysis that comes back and always be flexible in your approach as social media is constantly evolving - it's impossible to keep up 100% of the time. If you set-up management tools i.e. Dlvr.it or Sprout Social then you can post one message to all platforms; however, implement this tool with caution, as the same message may not be appropriate for all platforms. This is something you will learn over time.
Many companies still struggle to see the ROI from social media and are sceptical to its benefits. How do you convince these people that social media is a worthwhile pursuit?
I set clear objectives with clients, where possible; I don't work reactively, I work on a carefully thought out Social Media Strategy. I use Sprout Social as a management tool which gives information on such elements as demographics and Retweets - I really drill down on the information your audience is interested in. In my opinion, a company cannot just do one element and expect miracles - they need to do a number of incentives, promotions, innovative ideas, etc. Social media is an earned audience, there is no commitment or loyalty, companies need to work hard to keep their brand fresh, engaging and interesting so that people come back for more, and so they refer you to their friends, family, colleagues, etc. These referrers inadvertently become ambassadors and resellers, working on your behalf, as the persona you've projected is that of a specialist in your field.
How has the social media landscape changed over the last couple of years and what are the main trends to look out for?
Facebook was used as a platform to connect with friends; now, pages have QR Codes, offers, competitions, etc. The key, for me, is to combine social media with marketing so that people don't feel you are selling to them 100% of the time, but providing them with relevant information. Social media is a perfect compliment for the PR industry as it's a useful tool to engage with journalists and magazines.
How do you stay in the loop with what is happening in the social media world? Are there any websites or literature you would recommend?
The websites that I think are fabulous are Mashable.com and Social Media Today. These are fabulous sites that are always 'on the pulse', regarding social media and new technology.
Louise works as a social media consultant and business coach with her company Approach The Coach. Click here to visit the website for more information and useful resources such as social media tips and tutorials