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    A Crash Course in Social Media - Where to Focus Your Time & Building a Strategy

    By Tayler Hollman, Director of Media & Marketing at Aisle Planner

    There’s no avoiding it – social media has essentially become the center of our worlds. Chances are, you have a phone in your hand within 10 minutes of waking up in the morning, checking in on your favorite friends to follow, ensuring there are no fires burning in your email inbox, and scrolling through the endless inspiration of photos the internet has to offer.

    Social media has changed our lives as consumers, and whether we want to admit it or not, it has equally changed our lives as business owners. These days? Ask any 28-year-old if they would consider hiring someone if they couldn’t find them online. Chances are, the answer is no. Websites have become a non-negotiable, and now, we’ve entered a time where having a social presence is a must as well.

    I have met many small business owners in the wedding industry who fully understand the value of social media, and know where they should have a presence. Yet…they don’t. When I ask them why, the answer is almost always “It’s a full time job and I just don’t have the time.” Yes, social media can be a full time job if you let it, but it doesn’t have to be. Start with a solid plan, and grow from there.

    Here’s what you should know when sitting down to build your social media strategy.


    Facebook, Instagram, Twitter, Periscope, Vimeo, VSCO, Pinterest, LinkedIn, YouTube, Google+, Flikr, Vine, Tumblr - the list goes on and on. Which is right for you?

    Honestly? The one, two or three platforms you will actually use. Consistently.

    Once you’ve selected the profiles you’d like to focus on, there are a few steps to keep yourself using the platforms to their highest potential. First things first, unlink your accounts! Each one of the social platforms is best suited for different things, so pushing your Instagram posts to your Facebook and Twitter accounts isn’t doing you any favors. You need to make sure that the content you are spending the time and effort to create is actually going to have an impact.

    Make sure that you are creating content that is specific to the platform you are sharing it on. What do I mean? Let’s get into this:


    You have 140 characters to get your point across on Twitter, but you could ramble on forever on Facebook. You have 1 image to catch people’s eye on Instagram but you could share an album of 200 photos on Facebook. Do you see the pattern? Facebook is considered to be a long form social media channel while Twitter, Instagram and Pinterest are very much short form.

    The amount of time you have to catch your reader’s attention is the same with both forms (you literally have seconds to do so) but the tools you have available are different. So, as you sit down to share something, ask yourself, “Is this image powerful enough to grab people’s attention or would it tell a better story in an album?” or “Can I get my point across in just a few words or do I need to spell it out a bit more?” Which leads me to my next point.


    This might be obvious, but I see mistakes all the time – some social media platforms are visually driven and others by text. You’re might be thinking, “Yeah, thanks captain obvious!” but how many times do you scroll through your Instagram feed and see posts with Moby-Dick sized captions? You know, the ones that are so long that you don’t ever read? This is the mistake that I am talking about. Don’t force text on a platform that is not meant for it and vise versa, don’t flood conversational platforms with images.


    Now that I’ve got you thinking about what to share, let’s talk about WHO you are sharing it with. Have you taken the time to know who your audience is? Some of the basic demographics you should know about your audience are:

    How old are they?

    What percentage are male and what percentage are female?

    When are they most active on social media?

    Where do they live?

    Are they mostly other planners or industry related, or are they brides looking for inspiration?

    If you don’t already know the answers to these questions, take an hour out of your time to introduce yourself to the people you are building a relationship with, or scroll through the followers you’ve collected up until now. Once you have finished this bit of research, take the time to dive deeper and get to know what their problems are or what services they need, and then you can build your strategy around answering their questions before they have to ask them.


    You need to know exactly who you are. Your brand identity needs to be well thought out, consistently portrayed, and (most importantly) authentic. Remember those millennials who think it’s weird if you’re not online? They also don’t like being “sold to”, so creating a social media personality that is authentic and human is a must.

    As you build your social media strategy, be thoughtful about your profiles and the stories they are telling. Be sure to showcase your vision, your mission, and why it is you do what you do so that your audience connects with your brand. Your goal should be to clearly state what sets your brand apart while being approachable and communicating the value of your services or product.


    This is where you have to ask yourself, “How much time and effort do I realistically have to spend on social media?” And be super honest because you have to build a strategy that you can actually execute. So, before you run off and start cranking things out, ask yourself these questions:

    How much time do I have to spend on creating a calendar and content for my social media accounts?

    Do I have the right tools to do create content (i.e. cameras, software, writing skills, etc.)?

    Do I have clear goals that I can achieve by being on social media?

    If I don’t have enough time to do this alone, do I have the resources to bring on someone to help?

    In the end, your social media strategy means nothing if you’re unable to keep it up. Spend the time strategically planning at the start, build a calendar or schedule for posting, and your execution will be considerably more smooth. A strategy is nothing if you don’t do anything with it!


    I’d love to see your beautiful faces! 

    Gwen Helbush, Where To Start, Wedding Management

    The internet, social media and all the incredible technology that make our jobs easier also separate us.  I was thinking about it last week, other than my colleagues I am currently working with on weddings I haven’t seen any of you in months some of you years.  I miss you!!

    I know we are all crazy busy and wedding season is overtaking everything.  Stop for a minute, think wouldn’t it be nice to have just a few hours to slow down, talk face to face with great people about what you are working on, what you might need help with or just to sit and listen to someone else tell you about them.  A conversation with adults who get you, who understand and want to share with you.

    Doesn’t that sound nice?  Then come to BAWN's Wedding Community Conversations on Thursday, April 21st, I miss all your beautiful faces, I would love to see you!

    First, we will catch up with our friends and make new ones over some excellent wines provided by The Henry Wine Group.  Then we will sit down in small groups to enjoy delectable treats from the chefs at Pampas Palo Alto.  As we nibble, we will have the opportunity for intimate conversations with wedding community peers. 

    Topics will be provided to get things started.  What would make the opportunity more valuable is you coming prepared with a few questions, issues or pet peeves causing you stress.  This day is a golden opportunity to share your struggles with people who "GET IT."

    I can't wait to see you! xoxo Gwen

    Click here to register

    Please Note: Parking in Palo Alto can be challenging, street parking is 2 hours (then you have to move your car), the city parking garages are free but limited to 3 hours.  Cal Train is across the street from Pampas.  If you don’t have easy access to Cal Train, but do to BART, take BART to the Millbrae station then transfer to Cal Train south to the Palo Alto Station.  Carpooling will help; public transit will be less stressful.

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