My ARA session walked through how to ensure you are using social media effectively to reach your cus- tomers where and how they want to be reached. One of the questions, I am often asked is: What social media platform (e.g. Facebook, Twitter, Instagram, LinkedIn etc) is best? Before I answer, understand that there is a sweet spot where the interests, needs, and messages come together to find those most interested in what it has to offer – your customers and future connections who are searching for you on social media. So, how do you find this sweet spot where your organization, company and services can find the right platforms to connect? Is there a best social media platform? That can be found by following what I call the “Five Questions.”

I use these questions to guide clients I work with on how to get started in social media to find their ideal audience.

Five Questions: Here’s the inside view on how to answer the FIVE

QUESTIONS: 1) BRAND: WHO ARE YOU?

Knowing “who you are” in the context of “which social media tool should I use” question is key. Your answer to “Who are you?” may be: Auto Recycling yard owner looking to learn how to use social media. Perhaps you are a service provider to the industry. Being clear on who you are is first to determining where you go next.

2) MESSAGE: WHAT DO YOU HAVE TO SAY?

“OK, so what is it you are trying to say?” It could be that you want to share info about product sales, discounts, specials, warranties, and services. Or, it could be that you have an innovative way to share the most recent inventory. You may be looking to increase your community leadership so people know who they are doing business with. Or, you may be looking to network or to get an answer to a par- ticular need or question in your industry. Know your message and be clear on what it is you want to say.

3) AUDIENCE: WHO ARE YOU TRYING TO REACH?

Who are you trying to reach with your message? Are you looking to reach new customers with your specialized product or service? Are you looking for like-minded business owners who are working on the next step in their business cycle?

Focusing in on where your audience is helps to avoid the equivalent of “the phone is ringing and no one is picking up.” You want to be where the conversation is happening.

Are you looking to network, attract collision repair- ers to your business or to meet other auto recycling owners?

4) TOOL: HOW DO THEYWANT TO BE REACHED (OR, NOT!)

Now that you’ve got 1, 2 and 3 covered, you can focus on how you are likely to find your audience by investigating different types of social media tools. You can do this by using hashtags (I’ll cover hashtags shortly) to find topics that are being talked about across different platforms. It’s just as important to know where your customers do not want to be reached so you can spend your time and energy where they are. There is a conversation going on with a group you’re interested in connecting with. Focusing in on where your audience is helps to avoid the equivalent of “the phone is ringing and no one is picking up.” You want to be where the conversation is happening.

5) JOURNEY: ONCE YOU CONNECT, WHAT’S YOUR PLAN?

You’re clear on these key questions and you’ve now made a genuine online connection. Congratulations! How do you put together a plan that works for you to begin to use social media to engage and further development these connections. Here are a few tips on how to go about this:

January-February 2016 | Automotive Recycling 41