Nowadays social media is the most widely used media for propagating and consuming information. As per a survey, social media activity has become the top daily activity among most people in the US. As per the survey, 93% of marketers in the US use social media in promoting their business.
In the current market dynamics social media is emerging as one of the biggest tools of promoting businesses. You stand to lose big chunk of prospective consumers if you are not actively marketing on social media.
Following are some social media marketing strategies that can be used to further develop your social channels and make them standout and generate more loyal followers in the year 2015.
1: Creating and sticking to a game plan
For your marketing plan to see the light of the day there has be a well sorted out creative and execution strategy. Lapse at any level even if the content is unique and engaging can make your whole effort redundant. You need to set benchmark or limits to the no. of tweets you have to post on daily basis. Though this figure can be modified as per the need, but once you have a target set it keeps you involved with your social profile even if you are posting 2 or 3 tweets per day.
Keep an eye on your competitor’s activities, monitor their posting behavior. Carry out industry research to find out what kind of content is doing rounds and what is the ideal amount and no. of times content should be published on your social channels per day. The idea is to be active on social media and not overly active.
Collect and put all your content in an editorial calendar. You can start off with Google excel docs. Create a share-able weekly calendar segregated on basis of different social channels on a weekly basis. Here also make sure that you provide columns where members of your content team can put up their feedback before posting any content. Move ahead in this manner but keep an eye for any important additions as and when required.
Make use of social media management tools like TweetDeck, Hootsuite, Buffer etc. These tools are quite helpful as they enable you to schedule your posts ahead of time. It also provides you access to performance analytic and helps you overlook and manage your social feeds in an efficient manner.
2: Treating every social channel as a separate entity.
Another important point that marketers fail to give required emphasis is not treating each social media channel as a separate channel or entity. Generally here the content should be the one that is propagated across all social channels – for instance if you have appointed a new Director or VP of sales, then you want to share this news across all channels, but your communication strategy will need tweaking as per the audience of that particular social channel.
For e.g., Pinterest, Instagram or Flickr tends to have audience who have an eye for content that is visually engaging whereas viewers on business platforms like LinkedIn will have an appetite for a more business-focused, in-depth, and educational content. You need to lay emphasis on the demography and taste of your audience on each channel and feed content that interests them.
3: Strive for moving both above & beyond in servicing your customers and viewers.
Extra caution is required while engaging with your visitors. Suppose a visitor posts a comment on your Facebook profile or tweets on your twitter handle and you forget to respond back this leads to loss of trust and confidence. Since there is no communication from your side it leads to dissatisfaction and may turn this potential audience to a competitor. On the contrary, if you deliver a timely and a thoughtful response it flatters that visitor who will stick with your brand for some time. A timely response not only gives the feeling of being cared to the prospective user but at the same time also helps you in building your authority.
Along with good responses you will also get negative feed-backs. You need to be swift and cool in addressing these feed-backs with patience and respect. You should think of these as an excellent opportunity to display how well you treat your audience.
Make use of these 4 steps to enhance the experience of your followers:
· Start with first assigning a first res-ponder for the purpose of posting and monitoring each social channel your brand has a presence on.
· Creating a troubleshooting library comprising of common complaints or bugs that arise during operating, and the way to handle such issues. This ensures that any issues that are part of the library get addressed timely and in a proper manner.
· Being creative– Strategic use of giveaways, discount coupons, opinion pools, sharing humorous content for e.g. memes goes a mile in engaging your followers and converting them into free promoters of your brand.
· Make sure never to IGNORE any comment posted on your social accounts: Any comment whether critical or stellar. An lead to creation of brand detractors.
4: Accepts mishaps
All of us are bound to make mistakes as humans, so committing mistakes is perfectly natural and unavoidable. This is true even in the dynamic world of social media. It is better to accept the mistakes rather than ignore them. No need announce small mistakes like missing a full stop or a comma, but make sure no to delete the tweet. If there is a continuous re-posting it is more likely to caught the attention of the audience. In case of bigger mistakes for e.g. wrong brand communication or product errors, be proactively in quickly accepting the mistake, respond swiftly and send out a message apologizing and communicating how the issue is being sorted to keep the customers aware and informed.
5: Tracking & Talking
Tracking activities on social medium is very important but often it is perceived as time-consuming and tedious. No doubt it requires time and effort but taking out few hours per month gives you an idea of what you are doing, what are the drawbacks and takeaways to improve your strategy. Take out time monthly for reviewing metrics which are important for your business. Following are few stats which can be of use for e.g. Growth in number of followers, total no. of posts, CTR(click through rate), no. of page-views, no. of likes, shares, comments, impressions etc. You need to analyze each channel separately and compare the results with your biggest competitors.
If you are short on time and it is difficult to analyze all the data individually then you can take help from various tools to track data. The most widely used tools are Hootsuite, Google Analytics, bit.ly etc. This can help you in tracking which content or post received the maximum likes or shares. This can help you in planning your posts/content for future.
Sharing your findings with your team members helps in setting up the right tone and concentrated efforts towards your social targets. Brainstorm and take feedback from departments especially the sales and customer service as they are the people who are in direct and regular touch with the customers.