Needless to say, modern marketing is a combination of textbook techniques and knowledge about social media marketing. Text notifications are now becoming obsolete, it’s time to engage the client and the only platform that can help businesses connect with their consumers is social media (SM) with its incredible outreach. The challenge for marketers is to learn the logic of making effective use of social media!If you wish to learn more about this, visit Outreach and Promotion.
I have been advising a friend of mine for the last couple of weeks on establishing SM presence for his company. I find out that a number of companies have been hopping onto the “social media bandwagon” lately. Some of them knew SM’s outreach and value but a lot of them just wanted to be on their social media doing something.
The truth is, a majority of companies are not implementing a systematic approach. Generally, the process of developing their group isn’t the focus; they just want their presence on social media, particularly Facebook. There is no doubt that with ever-increasing numbers of social media users, businesses need to use this medium to interact with their customers no matter whether they are small or large. But the problem is how do you use that media effectively?
Next aspect-Market awareness next! Knowing what your rivals are doing to support their products and where do you stand in relation to other market players is important. A basic social networking analysis will help identify the virtual hangouts of your company and clients, i.e., Facebook, Instagram, forums, discussion groups etc. I suggest that market research strategy for a client should include an SM audit.
A number of companies are also worried about the degree to which they might be sucked into social media. And it is real! In many instances, there are a number of companies that fail to gain much benefit from having SM involvement. Organizations need to recognize that SM marketing is a focused effort; therefore, a company needs to define its goals before it joins SM initiative. Priorities can only be described on the basis of what goals a business wants to achieve, i.e. brand growth or repositioning, developing customer relationships, enhancing market credibility, attracting potential customers, increasing customer satisfaction etc. However, at the end of the day, it is a science of what communications it has to go to whom and at what time of day! Input is typically timely on SM; therefore the answer needs to be carefully prepared in advance to match the input or concerns that may occur. Nonetheless, planned responses are not sufficient at times; this allows an appeal to a professional to suggest writing an appropriate response.
Blogging, which should be deemed an integral part of any program, is heavily dependent on material, and draws followers for the quality of content. Blogs have generally focused on the fairly comprehensive sharing of information. To make posts fun, I strongly suggest you add images, animations and pictures in articles. Blogs on Facebook and twitter are good at attracting followers. There are plenty of SM book marking platforms like Stumbleupon which could help create a campaign’s viral impact.
Throughout my view, SM initiatives can only be successful if businesses are in a position to properly integrate their social media. That means having Instagram, Facebook, LinkedIn, forum, video content, photographs and displays all combined to reflect the same identity of the company. Integration is effective in creating good viral impact and in increasing the retention of customers within one space of this new media.
Needless to say, a structured SM strategy outlining the targets, deliverables and allocating human and financial capital can only serve to reap the benefit of social media outreach.