The world of social media is gradually expanding and businesses have started realizing that cultivating a proper presence on social media and building the right network is becoming increasingly important. Some of the key benefits of building your brand on social media include improving customer service, lead generation, engaging audience, becoming a thought leader and even driving traffic to your website. We will discuss some of the tips to make it happen:
1. Choosing the right networks
The different type of social media is only growing in numbers. Starting from Facebook today we have LinkedIn, Pin interest, Instagram and thousands of other social networks so it comes down to where your target audience resides and decide the top 4-5 of them. Here is some information to make the right choice.
Facebook – Is the largest platform with 2 billion-plus users and the community is good for B2C lead generation and building relationships.
LinkedIn – It has emerged mostly as a business networking platform where you can create trust, engage the audience and build authority.
Twitter – It generally serves good for breaking news, announcements, and trending topics.
Pintinterest – It is a site for sharing photos and provides visual appeal for consumer products, art, travel etc.
Snapchat – It is mainly for millennials and offers businesses opportunities to provide personalized content, build a relationship with influencers and drive brand engagement and loyalty.
2. Deciding SMART Goals
Being active on social media has several advantages however the key is to understand what the brands want to accomplish. If you are focusing on improving customer experience then it might be a different approach then when you are driving lead generation. Setting up SMART ( S – Specific, M – Measurable, A – Agreed upon, R-Realistic T- Time-bound ) goals really matter in long run.
3. Preparing Strategy
Once the goals are decided it will only the beginning. For achieving the goals it is important to come up with a plan. There are several things that come in strategy most importantly the team who is going to work on it. Hence hiring the right people and giving clear accountability is a good start.
The next step will be coming up with a content calendar that will help you decide when to post what. The strategy should encompass
- Your target audience analysis
- What topics and subject your audience is interested in
- What platforms you will publish the content
- How will you create or curate content
If the brand knows its audience well then finding success with social media engagement becomes easier. For example, if a brand is a food company then the content can be around recipes, which grocery stores to find them and other tips and techniques. Some of the important things brands will need to consider early on include age, location, gender, goals, behaviors, goals and pain points of the customers.
Most importantly the content should be always of high quality and can be in the video, blogs, images as best preferred by the target audience.
4. Select and Automate process to achieve more in a minimum amount of time
Being active on social media takes time and dedication and there are plenty of tools available to make life easier. Tools that automate your posts to tools that help you find the best content to tools that help you monitor the progress. Some of the commonly used ones include Hootsuite, Sprout social, Buzzsumo and more.
The other important thing in promoting is keeping constant presence which is different for every platform. LinkedIn and Facebook can have one post a day while twitter can have tweets every 3 hours and Pinterest can have 11 pins a day to work out the magic.
5. Engage the audience
Social media offers several advantages and most importantly is the connection and engagement and that’s the only way in the digital world to foster relationship and build the trust and gain the trust of your audience. There are several key ways to engage with your audience including :
- Commenting on your posts
- Starting and participating in conversations
- Sharing relevant information
- Sharing user-generated content
- Posing and answering questions
- Addressing complaints and criticisms
- Showing appreciation for customer
6. Promote the content in the right way
One of the best ways to promote the content is to create content that addresses the need of the customers. Social media should not be just looked like a promotional platform but also where brands can drive customer and engagement.
7. Follow the branding guidelines
Social media is a great way to build your brand and get recognized in the market hence it becomes important that the posts are in line with the right tone and image. Hence brands have to make sure that they have good content marketing guidelines and the right people in the team who understand the nuances.
8. Use data and analytics to monitor your progress
The use of social media is only growing and they have the number of active users is more than before. Most of these platforms also come up with insights that help brands decide how they are cultivating the presence and growing over time. Constant monitoring of the metrics will help brands put efforts in the right direction.
9. Have Fun!
Remember that social media can sometimes make or break things. Hence taking the right measures so you are on the right track and in alignment with strategy become important. Keeping the goal in mind, leveraging data and analytics from Facebook, LinkedIn, Google analytics also become important.