Social media isn’t exactly rocket science. The whole concept is rather easy to grab, but the challenge comes in when individuals and organizations have to maintain the outpost they’ve established and foster growth. That maintenance is what will help create traction and help a brand attract the eye of online users.

In short: You need to figure out how to consistently promote your business.

Here are a few tips to focus on so you can generate growth and move forward with your social media strategy:

Does The Market Think You Suck?

We hear words like “caring” and “listening” a lot and frankly they’ve been beaten to death. Coupled with “authenticity” they’ve been used in conferences and content so much that they’re played out. From an operations perspective however, there is still a necessity for what they cover. A business owner needs to setup those search phrases that they’re targeting, as well as the competition – essentially anything that’s relevant to the brand, and listen to what’s being said. Listen for your brand name, competitor names, the names of products and services, etc.

Just remember that you can’t stop here. When alerts pop you need to listen to what people are saying while using those keywords. Is their response positive or negative? Do they need help? Do they absolutely hate you? Do they hate your competitor?

Where can you find the opportunity to shine?

Proactive Vs Reactive

If you want to prove that you’re more than just a logo smacked on a shipping box, you’ve got to step out from behind the curtain, oh great and powerful Oz.

A proactive approach to situations proves to people that there are indeed humans operating your brand, and that you’re not actually a division of Skynet. Use humans wherever you can, people like other people.

It’s great to react to people that post looking for information, and it can generate some leads, but if you’re stuck being reactive then you’re only going to find opportunities when other people are open with their problems. Being proactive gives you the opportunity to bring solutions to people before they even know they have a problem. If you’re having a hard time finding solutions to deliver, or an appropriate angle to use, turn to what other individuals and organizations within your market are saying – then find your own unique spin to make it yours and own it.

Do whatever you can so that you’re not taking that “me too” perspective. Parrots are only adorable for a little while. Eventually the mimicry becomes sour and the novelty wears off.

Start Pushing Limits

Business seem to fear getting involved in social media marketing because they don’t want to open themselves up to inappropriate comments and posts, where ex employees or disgruntled customers can manhandled them verbally.

It might seem like you’re losing control by giving power over to the people in regards to your brand but I’ve got some news for you. They already have it.

You’ve never really had control of your brand, and you’ve certainly never had control of the conversations that are encircling you and your organization. The people who are starting those conversations and talking about you and your organizations are the ones in control. They always have been, and you can’t take that away. Those conversations are going to happen whether you’re there to engage them in social media, or not.

Most customers don’t realize the control that they have over your brand however, and by opening up and letting them perceive that you’re “giving up control”, you can establish more trust and credibility not only with customers but with employees as well. You need to push your limits and actively embrace the words of the people whether they’re positive or not, and you need to engage them despite the attitude.

If you want growth, you have to work for it. Some will come organically, but you have to tend your garden. If you do nothing, the wrong kind of growth will occur and you’ll be left with more weeds than fruit. If you work the garden proactively, dealing with the weed problem before it arises, watering and fostering growth, then the fruits of your labor will shine in the end.

Just don’t expect a lot of growth in a single day. Listen to what’s being said, be proactive, and hug the angry people.