Social Media Success Doesn’t Happen Overnight

With the changes to algorithms, dwindling attention spans, and constant online noise, capturing a customer’s eyeballs can be an on-going challenge. So where do you start?

“Always start with the business goals. Social media marketing should fit the business strategy, not the other way around,” said Shama Hyder, CEO and Founder of Zen Media.

Learning about your customers is just one of the valuable pieces of information you’ll take away from Shama’s team at the Techstars Startup Week Detroit, powered by Chase for Business.

In Detroit, Zen Media will be leading social media consultations at the Chase for Business BizMobile – a 27-foot trailer business center providing free advice from Tuesday, June 19 to Thursday, June 21. On board, small business owners can learn about effective social media strategies, how to get their message above the noise, and ways to connect with their customers. In addition to providing social media advice, Shama and her Zen Media team helped conceptualize the BizMobile idea with Chase and the interior and exterior design.

We had a chance to catch up with Shama before the BizMobile tour to nab some quick pieces of advice to help boost your business presence via social.

Where Are Your Customers?

When it comes to your social strategy, posting where your customers live is imperative. Otherwise, how are they going to hear your noise and know you exist?

“You go where your audience is – always,” said Shama. “Where do they hang out? What are they hungry for? How can you meet market demand? Build your strategy based on that. If you are trying to reach the 13- to 18-year-old [population], you can’t ignore Snapchat or Instagram. If you are a B2B company, you should be looking at LinkedIn and how you can create valuable content and a community there.”

Not Everything Goes Viral

Remember, posts going viral is a rare occurrence in the social media world. So make sure to use social media as part of your strategy, not the only tool for success.

Expecting social media to be a magic bullet or to ‘go viral’ overnight is a big mistake,” said Shama. “Can it happen? Yes. However, success on social comes much more though a strategic consistent effort. You can’t fake cool or authentic. Brands have to start taking a much closer look at their services and products and see social as an amplifier rather than as a substitute.”

Consistency Matters

One common thread that helps build a social presence is to offer consistent and valuable content. Start by building out an editorial road map and use reliable analytics to track what’s working or not.

“There are definitely some tactical steps you can take to stay on track,” said Shama. “An editorial calendar, for example, can be helpful in planning out content in advance. The greater goal is to provide consistent value. I also highly recommend native analytics which almost all the major platforms provide now.”

If you want to get one-on-one advice for social media tactics and other business strategies for free, find the BizMobile during its tour across the U.S.

Read more about social media strategies on TechCo

This article is part of a Techstars Startup Week content series brought to you by CHASE for BUSINESS. Techstars Startup Week is celebration of entrepreneurs in cities around the globe. CHASE for BUSINESS is everything a business needs in one place, from expert advice to valuable products and services. Find business news, stories, insights and expert tips all in one place at Read the rest of our Startup Week series on TechCo.

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Written by:
Tishin is a technology journalist and correspondent. She has written for TechCrunch, Demand Studios and Fitness, and has regular network segments on local Phoenix affiliate stations. She holds a Master's degree in Clinical and Sport psychology, and has covered many areas of technology ranging from 3D printing and game development to neurotech and funding for over 15 years.
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