Mick Jagger sings the above sentiment in the Rolling Stones’ song ‘Shattered’ written back in the 1970’s. It is just as relevant now when teaching social media to others, not just the ‘how’ but the ‘why’. (Once you grasp the ‘why’, the ‘how’ gets a lot easier.)

What is a cocktail party but social gathering, with the goal to meet other people and get to know them better? In terms a business owner can easily understand, it’s networking. It’s connecting with people and entities with whom you’d like to do business.lifes-a-cocktail-party

Like a large cocktail party, social media’s multiple channels can be dauntingly vast and off-putting. What makes it worth staying and mingling are the aforementioned connections, as well as social media’s ability to help establish your business’s presence locally and on the internet. Yup, we said it – your internet presence, i.e. ranking on search engines. I see we have your attention.

With most social media channels your posts will get indexed by search engines, alerting them that you are being relevant. If you are more relevant than your local competition, who do you think will rank higher on someone’s internet search for your services in your service area? This is good stuff.

But how does it all work? Do you HAVE to be on every social media channel out there? One does not have to be active on every channel. Presence on three to four social media networks is the norm. Find the ones with which you are most comfortable and dabble.

Find Your Voice

Think about how you want your brand to be presented. Who is the best person to represent the voice of your company? It’s you or a trusted member of your staff. Can others do the job for you? Certainly, you receive enough spam email and robo calls hawking these services, but it is a step removed, and though it can be crisp it is not as authentic as your own voice. Find your voice.

Find Your Medium

Do you take video at your business? Youtube and Vine are for you. Do you like taking photos on the job and around town? social-media-explainedInstagram, Facebook, and Pinterest are great opportunities to share. Don’t forget Twitter. You’ve got options!

Don’t think you have the time to make it work? A smart phone can record a photo and a moment for later posting, either sitting in the passenger seat heading towards the next job, at the office after work, or later after dinner at home. Both paid and free tools exist to help with scheduling so you can get work done ahead of time and remove some of the pressure.

Find Your Flow

Presenting your latest offer or deal repeatedly on Facebook, Twitter, and Instagram is not ‘doing social media’. It is a part – you get partial credit for that. For full credit you also need to follow other accounts, share some of their posts, like some of their posts, and comment occasionally. It’s interacting. It’s being social. How do you enjoy listening to that one person at a party who talks incessantly about themselves? You likely find yourself looking for the door or hoping for a rescue text or phone call. Don’t make your customers feel that way.

Find Your Sweet Spot

Sure it involves a little trial and error – after all, what works for one company may not work for another – but social media is a must. Figure out what works for your business and what engages your customers – find your sweet spot.

Social media for business is a little like a great chili recipe. There are dozens of viable and successful ways to do it right. The most important thing being: you are the one directing the kitchen.