If you want to succeed with social media marketing, you should know that Facebook and Twitter are old news. The new king of social: Snapchat, which now has over 100 million users, including 30 percent of all U.S. Millennials, according to SmartBrief contributor Matthew Dooley.
"Small businesses have been reluctant to invest in a Snapchat strategy," Dooley says, citing their "general confusion" about the platform, which is a mobile app that allows users to send videos and pictures -- "snaps" -- that self destruct a few seconds after they're viewed. "Unfortunately, if you fall into this category you might be missing out on key opportunities on the platform."
To get started on Snapchat, Dooley recommends leveraging Snapchat's "Story" feature -- a Story is a feed of related posts that can be viewed for 24 hours before expiring -- to humanize your company.
"Find ways to show off your company culture and the things people already love about you by sharing snaps to your account's Story," he says. "Snapchat doesn't need to be completely polished. Quick snapshots that give your fans a behind-the-scenes experience can do wonders."
You also can use Snapchat to converse directly with your customers. "Find ways to encourage people to send you photos, and then respond with text or visual chats," Dooley continues. "You can even screenshot messages and then repost them on your Story or your other social media channels."