First there was fire, then household electricity and more recently Social Media. Such has been the power and impact of Social media that has in fact beaten down its forerunner or even creator, the Internet, to be counted as one of the biggest innovations of the millennium. Social Media today plays host to a whopping 2 Billion unique people worldwide and thereby providing the biggest platform for businesses and individuals alike to be heard.
While being mostly projected as a tool for personal engagement and networking, Social media has slowly but surely emerged as one of the most effective marketing channels for organizations, by virtue of its inherent qualities. If effectively utilized, the opportunities are endless, however, for many organizations, the problem is in building an effective social media strategy.
Social media is becoming one of the most cost-effective tools for marketing. Research revealed that 64% of 3000 people surveyed use social media to find inspiration before making purchases. Another reason that makes the social media a place to be is the exponential growth. It is open to every age group- the 55-64 year age bracket is the fastest growing population on Twitter while its 45-54 on Facebook.
In view of this, it is important to comprehensively define what a social media strategy is and how your business can come up with one.
Basically, it entails effective communication of intent, plans, outcomes, and news about your organization on available platforms. As easy as it might sound, creating an effective social media strategy can be a lot of work. If it isn’t properly planned, the results will be abysmal and the losses incurred will be catastrophic. So, how best to go about it?
There’s no comparison of quality or quantity here, they both matter. There’s a sea of audience patiently waiting for what you have to offer. According to research, the magic number is once a day. This will make sure your customers are not inundated with the overwhelming number of content you post.
It might also be helpful to consider the 80/20 rule for the content you provide. 80% of your content should be educative, informative, and beneficial to your customers. The remaining 20% should include CTAs, promotions, and other forms of ads.
Thanks to technological advancement, tools which facilitate easier use of social media are increasing by the day. One of the most common mistakes is that brands fail to monitor their followers, when they are online, and how they react to the content. Knowing when your consumers are most available and how they react to your content will go a long way in ensuring that your content goes out at the right time.
This is not a cynical hack, neither is it a sinister gimmick, it is basically a way of executing adequate feasibility study and knowing what works and what doesn’t. Some people say experience is the best teacher, however, learning from another brand’s debacle is one sure way to get it right. Fortunately, there’s a tool readily available to track social conversations and other important activities.
You should find out which platform your audience reacts to best and structure a promotion campaign around it. You do this by tracking your engagement rate on that particular platform and then create posts based on this information to promote on other platforms.
What is engagement rate? One simple manual way to calculate this is to calculate the number of interactions with your post (likes, comment, retweet, shares) and then divide it by the number of followers you have. Another important thing to note is to share links to other platforms on your most engaging platform.
In an era of social media influencers, digital marketers, and other forms of ads, getting your content out naturally might not be the most effective solution. Rather, you should invest in paid ads, boost your posts (promote it to a wider audience), and see returns instantly.
There are algorithms which make it easier to target a particular sect/demographic so this gives you an assurance that the right set of people are seeing your content.
We at Biztruss understand that it is horses for courses when it come to an organization’s social media strategy. There is no one size fits all rule that governs the marketing choices on Social media, but there are broad guidelines that apply to all, and then creative strategies that really maximize the impact of its use.
Growing a social media presence is like planting a tree. The dividends might not be seen immediately, however, with assiduous dedication, commitment, and adherence to a well-laid out strategy, it is sure to yield results sooner or later.
So the next time you want to take a little stroll around your social media account, spare a little place for your organization as well. You might be surprised at the results.
Till we roll out our next blog, socially charge up your business!
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