When it comes to social media, there are two things a small business owner, practice or non-profit must take into account:
1. Are you a host or a guest?
2. What do you want to give and receive from the exchange?
First, a social media presence you are nurturing is like hosting or going to a party.
If you are the host, it is your job to fetch your guest the proverbial drink, (needs assessment) introduce him or her to someone who they would enjoy knowing, and touch base with them from time to time when you find other like-minded individuals to acquaint them with (who have different levels of experience with your brand). This gives roots to your audience and helps you know who your influencers are so you can give them extra love.
If you are the guest at the party, your role is to be the most fascinating person in the room. Say very little, but see if you can pick out positive energy people who are not affiliated with the brand. Ask them questions. Thank them for their insight. Make them feel as though they are the most fascinating person in the room.
Now, as for goals, before we go anywhere, repeat after me: "I will not be obnoxious on Social Media and alienate my Friends, Fans, and Followers. Social Media shall be consensual with my customers and prospects & is to be used for their benefit."
Next time: Goals.