50+ Social Media Marketing Tips that used in 2019
Social media refers to various platforms that are available on the Internet, which provide users the chance to create their profiles and share and promote content. These social media platforms are all designed to help people and companies establish a social presence and let others know about their products and services.
The popularity of social media, as a marketing tool, rose in the last decade as more and more companies realized its true potential and began using it to their advantage. They understood that it is possible for them to reach out to millions of people, worldwide, and increase their customer base by several folds.
Social media is now part of every company’s marketing strategy. Right from a small store in Japan to a multi-million dollar company in the US, everybody is using the power of the Internet to get noticed and to improve their product’s sales.
Through the course of this blog, you will understand the real use of social media in terms of your marketing strategy and why it is extremely important for you to have a strong marketing plan in place in order to promote your products and services.
Let us now look at why social media is useful.
Understanding how social media marketing works
Many people, particularly small businesses, and upcoming businesses seem to shy away from social media marketing. The reason being that it social media marketing is such a vast area and it is really difficult to know where they can start from, the area that should be targeted by them and their potential audience.
In order to become successful making use of social media marketing you really need to get yourself better acquainted with the complex hierarchy that exists and the workings of these platforms.
Like it is the case with any online marketing strategy, even in the case of social media marketing, it will all have to start with you and your website.
Your website will act as the foundation, the base on which you can start building your campaign. Blogs have been gaining a lot of publicity, if your website has one then that’s good and if it doesn’t then perhaps it’s time that you have added one.
Blogs will enable you to provide regular streams of content that will help you grab and then hold on to the attention of your audience.
In order to increase the number of people who are subscribing to your website, increase the number of followers you have got on any social media platforms and for also giving your business a sound online presence, a blog will really come in handy.
You probably would have come across the term RSS feeds and you might have even used them. If you haven’t done so, then you probably should. RSS stands for Really Short Simple Syndication. RSS is really a great tool that can help you sort your content out in a way that provides you with the option of personalization.
The benefit of personalization is that you can sort your content according to different sectors and areas of interest of your audience.
People can always subscribe to your website and they can always agree to receive the RSS feed that will let them view the content as well as let them know of any updates. When you can personalize the information available you can filter it depending upon the requirements of your target audience.
Then there is the option of blog marking as well as social sharing. This can be thought of as the process that lets you tag people and also keys you share certain elements of the content you have got on various social networking sites such as Facebook, Twitter and even Google+ or even on social bookmark sites such as Delicious, Digg or even StumbleUpon.
If you really want this to work, then you will have to ensure that the content that you are wanting to post is of high quality and is relevant to the audience.
It really won’t work if you are just sharing silly memes or GIFs. If your audience doesn’t think the content that you are posting is relevant then it is highly likely that they will stop following you.
Social search tools will also be really helpful. Google Places, Foursquare, Yelp, and even Bing Places are some of the popular directories that are available online and you can get yourself listed on these sites. So that when anyone is searching for your name then your listed address would come up on the search.
This will help you draw more attention to yourself and will help you in strengthening your online presence which is really crucial for your business. Social search tools are highly recommended by me and this will help in acting as a catalyst for improving the publicity for your business.
The top social media platforms to make use of
There are very few people who wouldn’t have heard of Facebook or Twitter, but these aren’t your only options there are a variety of social media platforms that you can make use of. If you can make use of it in the right way then your marketing campaign will be successful.
Why is social media used for marketing?
As you know, social media holds a lot of potentials and will help in increasing your customer base. You will see how easy it is for you to reach out to different customers that are based all over the world. Let us now look at some of its real uses to companies.
The first and most important use is the reach that this platform provides to its users. You will see that it is possible for you to reach out to more people just by making your presence felt on these sites. When you add one person, you will automatically end up adding another 10.
This is not possible when you advertise in the traditional way. You will hardly be able to reach a few hundred there whereas here, you can easily reach millions just by clicking a few buttons and uploading pictures of your products and services.
Your brand recognition will grow by leaps and bounds. Imagine having a small shop on a remote island and trying to reach out to the world. It will seem like a herculean task. But now, you can easily reach out and have our brand successfully recognized by million just by setting up an account on a social media platform.
It is like getting to set up free billboards on every street in the world. Your brand is sure to be recognized by millions around the world and you will see that it is possible for you to become a global image by establishing your presence on social media.
The costs of marketing can be considerably reduced when you take up online marketing. When you market in the traditional way, you end up spending a lot of money.
Right from paying the advertising company to paying for the different promotional campaigns, there are many costs that will keep accumulating. You have to set up a big fund for it and only then will you be able to afford the traditional method of marketing.
However, with social media, all of that can be reduced to a bare minimum. You will see that it is possible for you to promote your products and services with a very small to no budget at all! Imagine the kind of money you can save on just by adopting social media for your marketing needs.
Through social media platforms, you can interact with many people including your customers and potential business partners. You can bring everyone under the same roof and allow them to interact with each other.
You will see that it is easy for you to answer any queries that these people have towards your company, products or services and make it an interactive session. This type of setting will go a long way in helping you establish a good connection with your customer base.
Through social media, you can easily convert people into your customers. Now say for example 500 visit your page on a daily basis. Out of those, maybe 200 are your existing customers and the rest are new people.
If even half of them, meaning 150 people convert into customers then you will now have 200+150 customers for your products. That is a great number for you to work with, especially when you are just starting out. That number will only grow over time and before you know it, you will have a big audience base following you.
You can establish customer loyalty by being online. You can be in touch with the best customers and get them to be your repeat customers. Social media helps in establishing a strong customer base and also strengthen your hold over them.
Remember that your current customers are extremely valuable as they are who will bring new customers and also give you a consistent business. So it is extremely important for you to hold on to your loyal customers and get them to help increase your business.
You can make use of SEO when you set up an online account. SEO stands for search engine optimization, which will help you get noticed. You can use it to your advantage and turn up as the first search result online. That will ensure that your page gets visited more often, which will mean more customers for your business.
These form just some of the benefits of using social media for marketing but are not limited to just these. As and when you start using social media you will be acquainted with the other benefits. Following are the likely benefits and the reasons why you should start making use of social media marketing right now.
Helps in improving your brand authority:
You shouldn’t forget the basic of marketing just because you are making use of social media. You will have to keep interacting with your customers on a regular basis and when you do this it shows good faith towards not just your existing customers but your potential customers as well.
With the advent of technology people, these days like to brag or even criticize a particular service or product on various social media platforms.
And when they do happen to post about a particular brand online, they are in fact introducing this brand to several others in an indirect manner and this expands your audience base.
As the number of people who are talking about your brand starts to increase then the publicity of your brand will increase too and it will be perceived as being more valuable.
You can always tie up with individuals who are quite popular on social networking sites for the promotion of your product. This will help in increasing the publicity of your product manifold.
The inbound traffic increases:
Your inbound traffic is generally restricted only to your existing customers and all those users who would have searched for the keywords that currently work for your product or brand.
But social media can really help you turn things around. Every profile that you manage to add on social media will help you create a pub that will directly lead to your website and you every piece of content that you have managed to acquire I’d an opportunity for attracting new customers.
When the quality of the content that you make use of or publish on social media strata improving then it will also help in increasing the chance of generating conversions will also improve.
Reduction in marketing costs:
According to an online report published by Hubpost, approximately 84% of all the marketers had to put in just around six hours every week and they had managed to generate a noticeable increase in their web traffic.
Six hours is comparatively a very small price to pay for the more than proportional increase in your brand recognition.
A little bit of effort can help you reap the benefits of social media marketing. Even if you are able to spend maybe an hour every day for developing your content as well as designing the strategy for marketing, you will be able to see results in no time.
The option of paid advertising can always be opted for, but whether or not you want to make use of it solely depends upon your goals.
You needn’t worry about started out small, it needn’t be on a large scale and you needn’t exceed your predefined budget. Once you have acquired an understanding of how social media marketing works, you can slowly start increasing your budget according to your needs and you will definitely be able to improve your conversion rate.
Better search engine rankings as well:
SEO can be thought of as one of the best and simplest manner in which you will be able to capture traffic that is relevant to your content and then direct such traffic towards your website.
The requirements of this mode keep on changing constantly. It is not just about regularly updated the content on your blog, the optimization of the titles used and the distribution of such links that all lead back to your website.
Most of the search engines tend to make use of social media presence for calculating their rankings and most of the established brands also tend to make use of social media in one form of the other.
Just being active on social media is sufficient to send a signal of credibility to the search engines regarding your brand. To put it in a nutshell, if you really want your brand rankings to go up then you will need to have a really strong presence on various social networking platforms.
Better customer experience
Social marketing is a channel of communication that really isn’t much different from the traditional channels of communication such as phone calls or even emails.
Every interaction that you might have with a customer on social media should be considered as an opportunity for you to promote your brand and you can do this by projecting a good customer service experience and it also facilitates in helping you to enrich the existing customer relationship.
If at all a situation arises wherein a customer has taken to Twitter to express their grievance about any particular product then you should be able to take immediate action and rectify the problem as well as apologize to them in the same public forum. But not all of your experiences are going to be negative.
If any customer expresses their satisfaction and happiness with your product then you can express your gratitude to them and you can also provide them with a list of additional products that you would recommend.
You should make use of social media for improving personal communication with your customers thereby providing them with a personalized experience.
Improvement in customer insights:
Social media can prove to be really helpful because it also provides you with an opportunity to understand how the customers behave and this can be done through something that is referred to as social listening.
You can do this by opting to monitor the comments that your customers might post; this would give you an insight into their personality and what they think of your business.
Another thing you can do is opting to segment the syndicated content and this will let you understand the content that has been able to generate the most interest and according to this, you will be able to post further related content.
Not just this but you can also measure your rate of conversion depending upon the different promotions that you managed to post on different social networking platforms.
Being able to determine the most used social media by your customers will let you understand the media channel that you should actually make use of. You can really make a move to improve your revenue if you know what exactly your customer wants.
The above-mentioned are the benefits that you can derive by making use of social media marketing. Bet if you really aren’t fully convinced even now about making use of it; then here are some other things that you should really consider before writing it off.
Your competitors are already involved:
You need to understand that your competitors might already be engaged on various social networking platforms and they are making the most of social media. So, you really wouldn’t want to miss out on any social media traffic.
You should also realize that since your competitors are already involved in social media, your potential conversions are being poached by them.
You should also get going and not remain like an idle bystander anymore while your competitors are enjoying all the benefits of social media marketing. Leveling your playing field must be reason enough for you to give social media marketing a whirl.
The foundation on which social media marketing is based is relationship building and you can always do this by trying to expand your followers. This will help you attract more and more customers. The sooner you start the greater will be the number of the audience whom you can attract.
Needn’t worry about potential losses:
If you really think about it, then you will realize that there really won’t be any losses that you will be incurring. The amount of time and money that you will be spending will be an insignificant fragment when compared to the potential profits that you can make. You don’t necessarily have much to lose by making use of this but you do have a lot to gain.
All you need to do is put in a few hours of work and spend a couple of hundred dollars for getting started. This is all the investment that you need to make and you will definitely be able to reap way more than you will have to invest.
You really shouldn’t be waiting any longer and should get started as soon as you can. The more you wait the higher are your chances of losing out on potential business. Social media marketing can really come in handy and help you attract a lot of customers and it can also help in improving your conversion rate.
So, all you need to do is get started. Take the first step and jump onto the bandwagon, because whatever the cynics might say, social media marketing is here to stay.
Getting Started with Social Media
It is important that you get started with social media by doing all the right things. In this blog; we will look at the different steps that you must adapt to start with social media on the right foot.
The very first thing to do is conduct timely research on the topic. You have to seek information on the topic of social media marketing and remain as educated and informed about it as possible.
But you must also turn to online sites for information and other blogs from good publications. As long as the information is genuine, it will help you in a big way, and assist in getting started.
The next step is to understand the different features of each of the social media platforms. Each one will have a different feature to offer which you must understand in order to pick it.
You will see that it will be an easy process for you to pick the right platform once you understand what each of them has on offer for you. We will look at it in detail in future blogs of this blog and it will help you make your choice.
Choosing a platform
The next step is to choose the best platform that you can use to set up your online presence. It is a good idea to pick all, as that will help you connect with a larger audience.
There are four main types of social media platforms namely Facebook, Twitter, YouTube and Instagram and all of these will help you in their individual way. But if you wish to dominate in just anyone then you must pick the best one. That, you will be able to do, only after you go through all the features of these platforms!
The next step of the process is to set up your social media platform. You have to work on your profile, your display picture, upload pictures of your products, write descriptions etc. All of these will help you set up the best profile for your products and services and help your audience connect with your brand.
You have to take your time when you indulge in this step. Don’t be in a hurry to set it up and be done with it. Regard this as one of the most important steps of the process and pay keen attention to all the small details of the step.
The next step is to understand who your target audience is. You have to cater to them if you wish to increase your sales. You have to make the effort to find out who your target audience is.
It can be just a few or many depending on how many products and services you have on offer at your company. Your target audience should be grouped in certain groups so that it is easy for you to cater to them individually.
The next step is to have your promotional ideas in place. These ideas will help you reach out to a lot of people and get them to like your products and services. You have to think up unique things that are not what most of the other companies are adopting. Try to keep it simple yet intriguing.
Everything should be appealing and capture your customers’ imagination. With time, your promotions will start getting better and your audience will start buying more and more of your products. You have to learn to backlink all your products with your website so that people can visit the website and buy the products.
The next step is market research. You have to conduct timely research on your products and services and how they are perceived by your audience. You have to see if they like your promotional activities and if it is getting across the desired message.
You should ask them questions and get them to answer them to the best of their knowledge about your products and services. Once they give you the feedback you can make the changes in your marketing strategies and satisfy your customers’ needs.
It is always important for you to time your entry into the market and also your promotions. You should see when it is a good time for you to promote a certain type of product.
You have to look at when your competition releases a product and time yours accordingly. In fact, you should promote it well in advance and release it slightly before they release theirs.
The next step is for you to set goals for yourself. Ensure that they are reasonable and gettable goals that you can easily attain. Try to set a new goal each time a previous one is attained. You have to write down your goals and tick them off one by one.
These form the different steps that you must follow when you wish to set up a social media presence. These have been mentioned in a stepwise manner and you must follow the same if you wish to see quick results. But if you have a plan of your own in mind then you can follow it by using this as a guideline.
General Tips on Using Social Media for Marketing
Here are a few general tips on the subject for you to follow.
You have to establish a direct line of control over your customers if you wish to keep them interested in you for a long time. You have sent and receive emails and keep track of what they are up to on their social media websites.
It should go beyond mere birthday wishes and you should make the effort to congratulate them for their various achievements in life.
The 80/20 analysis
The 80/20 analysis is one where you perform a statistical analysis to see what is working well for you and what is not. For this, you should start by looking at the numbers. The numbers here refer to the number of followers that you have for your company on each of your social networking sites.
Write down the numbers individually next to the names of the sites and then total all to see the final number.
Now divide each of the numbers individually with the final number to see what they put out. The one that puts out the lowest number here is your best site. That is the site you have to pursue if you wish to make the most of your marketing strategies.
It is important for you to organize certain promotional strategies and events to bring together your existing customers and also educate new ones about it. These events should aim at increasing the reach of your social media strategies.
The event should be organized at a venue that is close to a majority of your loyal customers. You have to invite them well in advance and tell them what to expect at the event. You can organize food and drink as well.
There, you have to ask them to educate their friends and family members about your social media strategies. You have to inform them about any upcoming deals and schemes that will interest them.
Before they leave, you should ask them to leave behind feedback asking about their opinion and also if they will be interested in attending any more such events.
Social media only offers
You have to offer your customers a social media specific offer. This means that you give them the chance to make the most of their social media presence and be thankful for it.
You can give them social media only discounts or social media only giveaways. Just ensure that it is a big amount so that they remain motivated to keep buying from you.
You can also offer them combined benefits by tying up with another company. Those that like your Facebook page or retweet one of your tweets can be given a discount coupon for another brand. This will help you expand your customer base in a big way.
Apart from the four different social media sites that were mentioned in this blog, there are some others like linked in and Google+ that you should exploit and use to your advantage.
The more presence that you have on the Internet, the bigger your audience will get. So try to sign up with all the different platforms and use all of them to your company’s advantage.
The Dos and Don’ts of Social Media Marketing
Do's of social media marketing
The first dose of any social media-marketing scheme is repurposing the content. This will ensure that you save on both time and effort. You must know what to repurpose and how you can use it again.
Go through all the content that you have used before and if it is possible for you to repurpose and use it. You have to modify it in a way that makes it look like brand new content and then uses it to your advantage. But avoid simply copying and pasting as that will not work well for you.
You have to know to use SEO to your advantage. You need to look into the different aspects of it and know how to be discovered by many people. You have to know how to use the keywords, Metadata, Meta description, the different headlines etc. All of these will count when you wish to reach out to a large audience.
If you are not able to do this on your own then you can also take the help of a friend or expert in the field who can do it for you. Don’t take this step lightly as it will be extremely important for you to be noticed by people if you wish to increase your sales.
You have to have customer involvement if you wish to become a popular brand. You have to get them to promote your brand and make them your brand ambassador. You can promote your products by using their pictures and get them to advertise for you.
Your other customers will also be quite impressed with your ways and start to contribute towards it. You have to conduct competitions in order to get the customers to get involved in your business and visit your pages on a regular basis.
Back up plans
You have to always have a backup plan in place. In case something goes wrong, you will have a second plan in place that will spring into action. You should always remain calm and composed no matter how bad a situation goes.
Maybe your promotional scheme will completely flop or a certain section will take offense to it and make you take it down. All of this will impact your promotional strategy negatively. So, you have to be prepared for the worst and have a plan in place that will allow you to quickly take action and save the day.
Remember to always be unique. Don’t make the mistake of copying someone or trying to look like something else. You have to adopt a promotional strategy that is unique to you and use it to your advantage. You will see that it is working in your favor and helping you avail many customers.
You will also see that you have unique customers and not the same repeat ones. You have to try and re-invent yourself from time to time and give your audience something new to experience.
If you do all of these then rest assured, your company would do well in the social media marketing field.
Don’ts of social media marketing
Do too much
It is extremely important for you to know where to draw the line. You have to know when and where to stop when it comes to interacting with your audience and getting involved in their life. You cannot do too much and start stalking them or start romancing them.
That is not part of your plan and should not be pursued. You have to try and remain as professional as possible and put your promotional ambitions ahead of everything else. You will see that it is possible for you to connect with your audience in a better way if you keep it professional.
Not tap into potential
You have to exploit all the potential that your social media platform offers you. Explore all of its features and make sure that you are using everything to your advantage. Many times, we will either be less informed or too lazy to exploit a certain feature.
Repeat the same
Do not make the mistake of repeating the same content on all your different platforms. You have to keep the same tone but present the products in a different way.
You have to bear in mind the type of group that exists on the particular platform. You must change the layout of the promotion, the overlook, and feel of the presentation etc. All of it will go a long way in helping your audience remain interested.
Not understand needs
You have to understand all your customers’ needs and cater to them individually. There is a difference between pretending like you care about them and really caring for them. You have to take a keen interest in understanding what they want and whether or not they are satisfied with what you have on offer for them.
If they are voicing their opinion then encourage them and do, as they want. You have to employ someone to answer all the questions that these people post. Answering them will help you connect with the audience better.
You have to update your account from time to time. Again, employ someone who will do it for you. You have to choose someone who is in sync with your thinking and know exactly what to say. You should keep your audience up to date with what you have on offer for them.
Try to keep it interesting and intriguing so that your audience is forced to look at what you are promoting. These form the different don’ts of social media marketing that you need to bear in mind if you wish to make the most of it.
Social Media Tools
There are various social media tools that you can make use of and it might be overwhelming to decide which of these tools you should make use of. To help solve this problem, in this blog we will take a look at some of the best social media tools that are really helpful.
Mention: This is a lot like Google alerts, but instead it is designed for social media. Like the name suggests this tool can help you to monitor your web presence on the Internet in an effective fashion. Mention also comes with a few features that allow you to respond to all the mentions made to your brand and it also lets you share any news that you have come across with the rest of the industry.
Buffer: this is an analytical tool that incorporates social media publishing within it. The buffer is a really handy social media tool and this helps in sending your updates across to the titans of social networking platforms such as LinkedIn, Facebook, Twitter, Google+ and so on.
It comes with an inbuilt analytical system that not only helps you understand the reason why certain posts seem to be working better than the other posts as well as helping you figure out the best time for posting any particular publication according to the needs of your target audience.
The features offered by Buffer do not end here, it also lest you work collaboratively with your team and keep updating the account with fresh content on a regular basis.
Feedly: This is a content discovery tool and it is really helpful for finding content. It not only helps you find good content but it also lets you share whatever you have found with the right audience without any difficulty.
You also get to subscribe to the RSS feed so that you can stay in sync with all the recent updates on various blogs related to the industry as well as upcoming sites. If you happen to be interested in one particular topic, then you can make use of Feedly for tracking content related to your area of interest.
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The name is self-explanatory. This online tool lets you keep a track of all the changes related to your followers and it also helps you in making a prediction relating to the growth of your followers over a period of time. After a point of time, it gets really hard to keep a track of the growth of your Twitter account.
This free service really does come in handy. It can help you to understand the rate of growth of your followers and it makes use of this information to help you decide upon the content that should be sharing with your audience. Not just this but it also helps you decide if there is any older content that you should probably share once again so that the new users also get a chance to view it.
Zapier: This social media tool acts as a platform where you can connect with all the various services that you make use of and it also lets you synchronize them all thereby making your work much simpler.
Your team might usually make use of HipChat for communicating with each other, and then you can make use of Zapier to set up an option that would enable automatic notifications in the HipChat chat rooms for any latest updates. You will also be able to connect all the different apps that you use on a single platform and this definitely simplifies your work.
Bottlenose: This comes with a brand new feature that has an inbuilt real-time search engine that helps you consolidate all your work from social networking sites and various other groups and then it displays the resultant data in order or according to algorithmic importance. The end result is the content you obtain that has been arranged according to its importance in descending order.
When you have all the information that has been arranged according to your needs then your job does get a whole lot easier and you also get to share the results you have obtained.
Another feature is that you can also opt to integrate Buffer with Bottlenose and this allows you to add any additional content as well as resources to it so that you can make use of it on a later date if you don’t want to overwhelm your followers with a lot of information.
Followerwonk: You can always make use of an analysis tool like Twitter Counter for instance for keeping a track of changes in the number of your followers, but then again there might be some cases wherein you might have wanted to go little deeper and analyze your followers a little more carefully. In such a case Followerwonk can be used, even this is an analysis tool for Twitter.
This tool also helps you know the time at which the people whom you follow are online as well. This really comes in handy when you have been meaning to start a conversation with someone you are following.
Quintly: This really is a very powerful tool and this can be used for obtaining a detailed analytical report of social media and it also helps you keep track of your business on various social media platforms like Facebook, Instagram, Twitter, YouTube, Google+ and so on.
Not just this but Quintly also lets you benchmark those features that can help you compare your performance against that of your competitors as well as against that of the industry as a whole. The Quintly dashboard lets you customize the tool according to your convenience.
Social Network, Social Networking Site, Social Networking
There are three common terms often confused with one another: “social network,” “social networking site,” and “social networking.” Author Gohar Khan simplifies the three Social networks are groups of nodes and links formed by social entities.
Social networking sites are specific software or social media tools designed to facilitate relationships. Facebook is the most commonly known social networking site. Social networking is the act of forming, increasing, and maintaining relationships on the social sphere.
The social media cheat sheet provides a quick guide that simplifies the pros and cons of each major social network.
With more than 1.37 billion people using Facebook and more than 2.07 million active daily users, Facebook is considered one of the most influential social networking sites in the world.
Facebook provides users with the ability to share information and communicate with family and friends, while also promoting openness and connectivity. More than 4.75 billion pieces of content have been shared daily since 2013.
This includes web links, news stories, blog posts, status updates, photos, and more. Facebook provides a place to not only share information but also to interact with it. News organizations, for example, allow people to post their stories directly to their Facebook walls to share with friends.
Brands use Facebook to build communities and engage with consumers in a more personal and meaningful manner. Facebook is also accessible through mobile phones, iPads, and other tablet devices. It makes sense to include Facebook in a company’s social strategy, considering that the average Facebook user is connected to eighty pages, groups, and events.
Back to Basics
Understanding the fundamentals will go a long way in establishing a strong presence on Facebook. Certain terminology is used frequently, and therefore it is important for PR professionals and social media strategists to have a firm grasp of the language used and its meaning. A list of the most frequent terms used when referring to Facebook is provided below
Brand Page/Profile—the official presence of a business, artist, political official, brand, cause, or product where the owner shares information and interacts with fans on Facebook. Pages create a culture that allows businesses to interact and engage with their fans one on one.
EdgeRank—an algorithm used to determine the content that appears in a person’s newsfeed.
Fan—a Facebook user who “likes” a corporation’s business page.
Friend—(v) to add a person as a connection to your personal profile; (n) a personal connection on Facebook.
Friend List—an ordered sorting of friends.
Group—an organized group of users with a common connection or similar interests, for example, “coworkers” or “family.” Groups can be public or private.
Insights—the metrics used to analyze demographic data about the user’s audience. Insights also highlight how people see, discover, and respond to posts.
Like(s)—(v) to become a fan and “like” a business’s page or to “like” a comment posted by a friend or business; (n) the number of users who “like” your page.
Network—a collection of Facebook users, who may be related to a school, location, place of employment, or category such as “engineer,” “nurse,” or “educator.”
Newsfeed—the center column of a user’s home page. The newsfeed is continually updated with status updates, photos, videos, links, likes, and app activity from friends and pages that users follow. This section can be broken down by “top news” or “recent news.”
Personal Profile—pages for individuals, not businesses, who have an account from which they are able to share information and interact with brands.
Timeline—a collection of photos, stories, and experiences that users or brands post.
Constructing Your Brand Page on Facebook
Setting up a brand page on Facebook is fairly straightforward and easy. Facebook has very simple and uncomplicated instructions for novices.
Brand pages offer “insights” that include statistical data that can be useful in measuring growth. As a company’s social strategy develops and matures over time, data and analytics will become increasingly important. Which promotions work and which may need tweaks and promotional “reach” can be evaluated through insights.
A brand page also affords a company an additional opportunity to highlight important information that the customers might find important. The company address, telephone number, website, and email address, as well as other social networking sites that the company is on, are all excellent pieces of information that a company should include.
A company may also elect to set up customized Facebook landing pages that require users to “like” the company page before they are able to access certain features. Some brands like Pier One Imports require users to “like” their pages before they can receive a coupon during certain promotions.
Attractive, Interactive, and Fresh
Brand pages should be attractive to your audience and provide enough information to generate interest in your products, services, and company. One of the benefits of a brand page is that it allows for mutual interaction.
Set up a photo gallery, update the company status regularly, post videos, share links, and invite consumers to events. Facebook events can be used to promote anything from product demos to Internet shows, community events, and open houses.
Invite users to the event so that they can then share it with their friends. This is an excellent technique to generate buzz about upcoming special occasions. Keep content fresh.
Including fun, creative posts are important, but be sure to follow the 80/20 rule, also known as the Pareto rule: 80 percent of the time the content should be relevant to your audience, with the remaining 20 percent specific to the company or products.
Companies understandably want to make fans aware of their products and services, but it is important to make use of customer stories, photos, videos, and other interesting and informative responses when establishing the community.
Customized URL Address
Custom URLs make it easy to direct people to your brand page. Facebook allows brands to choose a specific URL address. For example, Dick’s Sporting Goods uses https://www.Facebook.com/dickssportinggoods/, where “dicks sporting goods” is the customized portion of the show’s Facebook URL.
Companies should use the same username, or a very similar username, on all social networks to reinforce consistency within the brand. Keep it short, so that consumers can remember it. URL Shortener, Custom Branded URLs, API & Link Management allows for users not only to shorten links but also to customize them.
Badges, Widgets, and Apps
Once a user likes a company brand page, a company then has access to that fan on a consistent basis. Badges, widgets, and apps are excellent techniques to connect on a more in-depth level.
There are four types of badges for sharing different information. “Profile” badges are used to share profile information, a “like” badge showcases pages that users have liked, a “photo” badge shares Facebook photos, and a “page” badge advertises a company page on Facebook.
Brands will often want to expand the audiences that their Facebook pages reach. Adding third-party widgets from Facebook’s App Center allows companies to run contests on their pages, collect data with forms, import external feeds, and customize content through HTML coding.
Facebook apps allow for deeper incorporation into the core Facebook experience and even tap into Facebook algorithms to help reveal the best content for users.
Apps fully integrate with Log In or Sign Up, the newsfeed, and the notifications—all of which drive traffic and engage users.
Top Fan Brand Pages
Even with the rise in popularity of live video, fan pages remain an important aspect of social media planning.
Generating buzz using creative incentives such as “liking” a page or reaching a certain number of “shares” allows fans to become brand advocates. Fans naturally want to engage with brands that resonate with them. By sharing a post or liking a company status update, a fan is promoting your business.
The first priority of a PR or social media practitioner is to listen to customers and communicate by engaging in conversations with them.
Unlike traditional advertising or marketing, a Facebook strategy requires a deeper and more meaningful level of interaction. Here are some brands that are building formidable relationships on Facebook:
TOMS Shoes: The brand has tapped into its core belief system of the one-to-one principle. It follows the 80/20 rule by balancing fan responses and interactions with the promotion of its products.
Burberry: This brand excels at hitting its target market with content that its users want. Elegant, simple, and stylish images present everything fans love about the brand. The company also connects with fans by showcasing past campaigns from previous years.
Starbucks: This Facebook brand page includes photos and updates from local stores. The company connects with fans by illuminating the intimacy of friends enjoying the coffee experience together.
Ford: The brand excels at having meaningful conversations with fans. The company promotes content that highlights the history of the Model T to Ford enthusiasts of today. Fans can download wallpaper or earn badges to declare their allegiance to their favorite Ford car—the Mondeo, the Mustang, and even the Escort.
Facebook and Google can give each company a run for their money if it were simply a numbers game. Both boast high active users, but what does that really tell us about using each as part of a strategic social media and PR plan?
Within the PR industry, Google is met with mixed reviews. If one were to simply look at the numbers, it would appear that it makes sense to include Google as part of a full social media plan.
However, Google has struggled as a social networking site. Consumers have not readily taken to Google+ Circles and its ability to separate friends from “friends.” What does this mean for a practitioner? Discount Google all together? Not exactly.
Because Google offers easy integration across all of its platforms and services, including Google Search, Google Analytics, Gmail, and YouTube, practitioners should use Google where it makes the most sense.
For PR professionals and social media strategists, the ability to pull data and analytics from these rankings provides a brand with the power to create strong and formidable campaigns.
One of the most important features aside from Search is Google Analytics, which can help PR professionals advance their reporting abilities.
Arguably, Google Analytics is one of the predominant tools when it comes to understanding insights about your digital efforts and how they support the overarching goals of the organization. Google Analytics can provide a lot of data.
Using Google Analytics appropriately, a PR professional can tease out important data and develop targeted communication, allowing for better overall business decisions.
As consumers continue to flock to the social sphere in droves, so are businesses and brands, because it has been demonstrated time and again that these sites drive traffic, increase authentic engagement, and build brand loyalty.
The recent changes that LinkedIn implemented created more opportunities for businesses to launch a brand page and the results are paying off. An astonishing 467 million members in more than 200 countries and territories are on the professional social networking site LinkedIn.
This social network boasts 106 million unique monthly U.S. visitors and is available globally in 24 languages. If you look a bit closer at these statistics, professionals are signing up on LinkedIn at a rate of approximately two new members per second.
There are more than 40 million students and recent college graduates on LinkedIn, making them the fastest-growing demographic.
This makes LinkedIn the world’s largest professional social network. Creating a company profile with a company page on this network just makes sense. Professionals come to LinkedIn for a variety of reasons. Some are looking for a new job, while others join groups to network with.
LinkedIn’s membership includes individuals spanning numerous sectors, including employees, potential customers, purchasing managers, clients, and users who are simply interested in observing what is going on in industries.
LinkedIn members typically follow companies to keep abreast of new developments, compare products and services, track potential business opportunities, and keep a lookout for job openings. When members want to know more about a company, they seek out company pages and access specific profiles.
Central to the Brand
Businesses should consider their company pages as anchors within LinkedIn. A company’s page is the first place a member lands to see company status updates, the latest blog post written by thought leaders within the business, Twitter updates, and special offers, and to network with other professionals.
Company pages bring life to a brand, reveal the human side of a business, and reach millions of professionals through word-of-mouth recommendations. Businesses can manage and measure all facets of the company brand on
LinkedIn, including product brands and employment brands. There are four tabs on every company page on LinkedIn overview, careers, products, and insights.
The overview tab is akin to the front receptionist in a typical brick-and-mortar business. A receptionist will often greet visitors and make them feel welcome. A company page should accomplish the same goal. This is the first impression that a newcomer will have of your business.
A high-level overview of the company should be included on the overview tab along with a cover image that represents the company and brand. Be mindful of how the company description is written and the images used to represent the company.
Any text and photography should be consistent with the company’s brand position across multiple channels.
Unilever has a created a strong image that represents not only some of the brands that it sells but also its people, philanthropy efforts, and followers. The overview tab gives members the opportunity to connect with a company on various levels:
Follow the company to stay abreast of significant developments, updates, employment opportunities, and landmark events.
Access the latest news through the company Twitter feeds and blog posts.
Connect with employees of the company.
Access essential data on the company.
View the “employee statistics” area to gain a better understanding of the company makeup. There is no better ambassador for a company than its own employees. Connecting with employees humanizes a company.
Five Steps to a Successful Company Page on LinkedIn
Be Creative: Be creative with how you present your company. Upload an image that welcomes visitors to the company page and reinforces the presence of the brand. Create and share videos that resonate with your target audience.
Members are more likely to share information that they think their sphere of influence will appreciate.
Share with Others: Share your status updates and encourage members within your company to add the company page to their personal profiles.
It should become common practice for employees to “like” and “share” the content published on the company page. Sharing drives traffic to the company page and increases the number of people who see your content updates.
Show Off a Little: Add your product or services so that LinkedIn members can see what you have to offer. Include recommendations to further highlight the reasons why your products and services are special.
Extend Your Reach: Feature relevant groups to reach a broader audience.
The feed on LinkedIn is a company’s way of communicating important messages to its audience. Some businesses are more effective than others at using images to tell their stories, providing rich content, writing compelling status updates, and engaging in meaningful dialogue with their target audiences.
Premium careers pages, a paid subscription section within LinkedIn, allow businesses to promote general job opportunities as well as post specific jobs that target candidates using an automated job-matching system.
This tab also allows a company to highlight awards, showcase the company’s best employees, and even determine various career paths available within the company. Customized modules like this help complete the corporate story by providing a company with an opportunity to share its mission, vision, and goals.
The company products tab is particularly important because it accomplishes three goals: it (1) enables a business to showcase its best products and services to a highly targeted audience, (2) creates a place to feature product recommendations, and (3) facilitates meaningful conversations with current and prospective customers.
It would be prudent for a business to take advantage of the features provided in this tab. One such feature allows a company to capture the significant features of its products by incorporating powerful images and video clips that promote interactivity.
Some businesses also include the contact details of the people behind the products in case members would like to connect directly with a designer or simply learn more, buy a product, or contract with a company for work.
Companies that understand how to connect with their members on LinkedIn create personalized content that is geared toward that specific target market.
Using this technique, companies retain the ability to show different content to different members based on their preferences and needs. Currently, LinkedIn offers users up to thirty specific audience segments (based on date), including segmentation by industry, geography, company size, and more.
Companies need to capitalize on the fact that recommendations from family, friends, and peers are greatly influential in our decision-making process.
By featuring recommendations from trusted third-party entities, organizations, and LinkedIn members, companies can potentially benefit from these influences related to specific products or brands.
LinkedIn is a social networking site dedicated to professionals and businesses alike. The following glossary of commonly used terms is provided to help ground users in the LinkedIn lingo.
1st Degree Connections: These are users that you choose to connect with personally. In general, these are the individuals whom you have established a personal relationship prior to connecting on LinkedIn. These can be school-related connections, previous colleagues, or personal friends.
2nd Degree Connections: These are contacts of a 1st-degree connection.
3rd Degree Connections: These are contacts of a 2nd-degree connection.
Activity Feed: This feature of LinkedIn displays the current activity of any of your connections—generally other users or groups that you are a part of. This would also include activities related to joining or starting groups, comments that you have made, changes to your profile, and application downloads.
Activity Broadcasts: This includes content that appears on the Activity Feed and is visible for other users to see and comment on. This section can be edited.
Anonymous Viewers: These are LinkedIn members who have chosen to keep part or all of their profiles private.
Applications: Applications allow members to integrate other social media networks with their LinkedIn account, including Twitter, Facebook, and WordPress.
Basic Account: This is a free LinkedIn account.
Connection: A connection is another LinkedIn member who has accepted your invitation to connect, network, and view each other’s profiles and networks.
Groups: Groups allow professionals to develop their careers by sharing expertise, experience, and knowledge.
Invitation: This is a request from an existing member or individual not on LinkedIn to join or make a professional connection.
InMail: These are private messages that allow a member to directly contact any LinkedIn user while protecting the recipient’s privacy. This is a fee-based service.
Job Seekers Account: LinkedIn members can choose between three levels of fee-based job-seeking accounts: basic, standard, and plus. The aim of this service is for the member to gain increased exposure to potential employers.
LION: This acronym, meaning “LinkedIn open networker,” is sometimes visible on a member’s profile. It simply means that the particular member agrees to connect with anyone, regardless of industry or connection.
Network: This is a group of users who can contact you via connections up to three degrees away.
Open Link Network: Premium members can join this network, which allows any Linked- In member to send them an InMail free of charge, regardless of relationship.
Premium Accounts: This is an upgraded LinkedIn account where members can pay a monthly or annual subscription fee. Paid account benefits include InMail, better profile search results, expanded profiles, and larger storage space.
Recommendations: Similar to letters of recommendation, recommendations are references that are written to recommend a colleague, business partner, or someone whom you have done business with.
Analytics is invaluable to all social media strategies. Analytics allow most PR professionals and social media strategists to track the successes and failures of their campaigns. Each LinkedIn company page is outfitted with an insights tab that is only visible to administrators.
Company administrators can analyze the number of visits to their company pages and the demographics of followers, and they track new followers, see which areas have the most hits, and monitor overall page growth.
Using the analytics, administrators can easily populate graphs, providing insights regarding traffic, user-pattern page clicks, likes, comments, shares, and percentages related to a number of valuation metrics.
Proof Is in the Pudding
Successful companies lead by example. LinkedIn is a great illustration of how a social networking platform can best utilize each offered feature to support business initiatives. On average, LinkedIn posts fresh, engaging content approximately 150 times each month to its members.
Fresh videos, images, status updates, and blog posts keep members coming back for more and incidentally also promote increased sharing among members. From a social site whose original goal was to provide networking opportunities and recruit talent, LinkedIn has become a powerhouse in search, content, and influence.
Another social media platform, Pinterest, has seen its adoption continually increase since its inception and now takes its place as a “go-to” social media tool alongside other veteran social networking sites like LinkedIn and Facebook.
Pinterest has quickly become one of the biggest social traffic referral sites, recording more traffic than YouTube, Google+, and LinkedIn combined.
The astonishing growth of Pinterest has led to widespread media coverage and an abundance of articles, blog posts, forum discussions, how-to podcasts, and videos about how this new social network is taking the social web by storm.
Keenly adept at what other social networks have done so well, Pinterest connects people and triggers them to share and communicate, while at the same time facilitating discovery rather than having users search for what they want.
The fastest social site to garner 10 million visitors per month in the short history of social media, Pinterest’s rise to the top has communications professionals, tech junkies, and social media thought leaders amazed at the power it commands.
Strictly speaking, Pinterest is a social network that allows users to visually share, curate, and uncover new interests by “pinning” videos or images to their own pinboards.
Through pictorial representations, brands can connect with pinners who share interests and preferences that the brand represents. Pinterest is a social network meant to “collect and organize the things that inspire” its users.
With thirty-two categories of pinboards, brands have the ability to connect on many levels. There are five types of pinners:
The Influencing Pinner: Influencers’ activity affects the decisions of those who follow them. If an influencer pins or repins an image from your brand, others are likely to follow suit.
Influencing pinners recommend products, websites, contests, and social connections that they believe other Pinterest users will also enjoy. These individuals have the ability to sway the decision-making power of their followers.
The Purchasing Pinner: These pinners express themselves through pictures and images relevant to items that they have purchased or plan to purchase.
The Almost Purchasing Pinner: Pinners who use Pinterest as a social bookmarking site or simply as a wish list falls into this category. These users pin images as a reminder of what they want to do, buy, plan, share, or come back to at a later date.
The “In It for the Long Haul” Pinner: Pinners in this category use Pinterest to explore and conduct research on products or projects that they know will eventually be purchased or implemented. Pinners who are “in it for the long haul” know what they want. For example, perhaps they are planning a wedding.
These individuals know that they need invitations, but they do not quite know what type of invitation they like. They will create a board and save images that approximate what they are looking for. These users will keep collecting pins until they find the perfect pin.
The Instantaneous Pinner: Instantaneous pinners are precise in what they search for on Pinterest—for example, “hand-painted, classic, do-it-yourself wedding invitations” rather than “wedding invitations.”
Pinterest Promoted Pins
One of the biggest changes for all businesses, small and large, occurred when Pinterest opened up Promoted Pins to everyone. Now any company seeking to grow its business through Pinterest can develop a strategy around Pinterest Ads and Promoted Pins.
According to Ash Read, the data around this new endeavor has been encouraging. Companies that used “the Pinterest Ads Manager received an average of 20% more (free) clicks in the month after the start of a Promoted Pins campaign.”
Branded profiles allow businesses to develop promotions that encourage users to follow the profiles of individual brands and pin items from their websites. Whole Foods Market, an early adopter of Pinterest, has amassed close to 330,000 followers on this platform.
However, Whole Foods Market does not overly promote its products on these boards. Its pins relate to the core values of the company: being all-natural, sustainable, and organic.
When defining a social strategy for Pinterest, brands should focus on creating genuine interactions that result in a community of dedicated and loyal followers. Think of pins in terms of “likes” and every comment and follow as a symbol between two people building a long-term friendship.
Perhaps one of the most successful Pinterest campaigns to date is the creation from the brilliant minds at Honda. You Deserve a Pintermission campaign promoted the CR-V’s young, hip, live-life image by reaching out to five influential pinners and challenging them to a #Pintermission.
They were asked to take a twenty-four-hour break from Pinterest so they could bring something from their personal pinboards to life. To help the influential pinners complete the activity, Honda gave each $500.
Although other social networking sites require mastery of a long list of essential definitions, Pinterest only has a few phrases that matter.
Follow: Following means that a user wishes to pay attention to whatever another user is posting. Two levels of following exist:
Following the Overall User: Any time a particular user posts anything on Pinterest, it will show up on your newsfeed.
Following an Individual Board: Any time something new is pinned to that specific board, it will show up on your newsfeed.
Pin: This is an image added to Pinterest using the “Pin It” button. Pins are generally uploaded from your computer or from a URL. A pin can be an image or a video. Pins typically link back to the site that they originate from.
Pinboard (aka Board): A board is a themed collection of pins. Pinners can create as many boards as they wish and as many categories as they can think of. Boards can be edited at any time.
Pinning: This is the act of adding an image to a board.
Pinner: This is a user who shares content on Pinterest.
Repin: This is the act of reposting another Pinterest user’s image to one of your own boards (similar to retweeting).
Once the pinners were selected, Honda uploaded personalized posters to individual boards within the company’s profile. Honda also had the pinners create their own #Pintermission boards and add Honda as a collaborator.
The results from this initiative were astounding, primarily because these five “chosen” pinners were so influential within the target community.
The #Pintermission boards attracted more than 4.6 million visitors, resulting in more than 5,000 repins and nearly 2,000 likes. The campaign was so popular that it migrated to Twitter, resulting in hundreds of tweets and generating more than 16 million media impressions.
These types of campaigns illustrate that contests can be powerful draws using Pinterest if they are executed correctly. They create a more engaged fan base, broaden a brand’s online reach, and foster longer-term relationships.
Younger users are typically a rich resource for what’s hot and what’s not. In fact, much of the success that the company UsTrendy has realized is because founder and CEO, Sam Sisakhti, implements the social platforms his interns use. So, when his interns started praising Snapchat, he took notice.
As noted throughout, not every organization needs to have a presence on every social media platform. Even fewer need to be on Snapchat. However, if your business is targeting younger consumers falling in the thirteen-to-twenty-four age demographic, you might want to pay attention.
Snapchat has now become a mainstream social platform with more than 160 million daily active users. Recently the company has taken measures to evolve and respond to the market. Perhaps not surprisingly, these users are considered highly engaged, with the majority of users consuming every post that is available.
With an average commitment to the app of twenty-five to thirty minutes every day, it is no wonder that Snap commands the attention of 41 percent of the eighteen-to-thirty-four age demographic. In order to rise above the rest on Snapchat, content must be creative and fun and actively engage the audience.
Here are a few examples of top brands investing time and creative efforts into developing a strategy around Snapchat
X-Men: X-Men committed a considerable effort to promote the release of the upcoming X-Men: Apocalypse movie. Not only did they create all of the sponsored filters for the event, but every filter available on Snapchat during the day of the release was X-Men related.
Even though the analytics are not yet available for this effort, it is estimated that this initiative may have received upwards of 1.5 billion views! Not too shabby!
World Wildlife Fund: Using the creative #LastSelfie hashtag campaign, the World Wildlife Fund leveraged Snapchat to raise awareness specific to numerous endangered species.
Charlie and the Chocolate Factory: One of the most innovative Snapchat campaigns to date came from the Charlie and the Chocolate Factory musical.
Below is a screenshot from the Facebook page of the musical, which entices fans to find the “hidden” Snapchat geo filters that have been hidden all over New York City. If a fan finds one and sends the account a snap, they can win free tickets, goodies, and more.
Major League Soccer: The professional soccer league devoted an entire week to its Snapchat “takeover,” an instance when another person or organization takes over a Snapchat account.
Within this promotion, MLS turned over the responsibility of the MLS branded Snapchat account to a different star from the league over the course of a week.
In the days leading up to the “takeover,” each MLS star promoted the event using his own social media account and then engaged with fans using creative, fun activities and content using the MLS account on his day. With this in mind, a “takeover” could potentially be a great way to build and enhance a Snapchat following.
As with most social platforms, with growth come changes. Recently CEO Evan Spiegel revamped the app to clearly separate interactions between friends from the items users read. Snap conversations and a user’s friends’ Stories are on the left, and content from companies, the public, and curated Stories are on the right.
Why this big change? Well, Spiegel said, “The combination of social and media has yielded incredible business results, but has ultimately undermined our relationships with our friends and our relationships with the media.
We believe that the best path forward is disentangling the two by providing a personalized content feed based on what you want to watch, not what your friends post.”
By splitting the feed, Snapchat can continue to benefit from algorithms, but it has also made a commitment to users. Those on the app can find the content they truly want to engage with, something Facebook and Twitter struggles to deliver currently.
And according to blogger Pete Pachal, Snapchat also has “a curated set of media and real editors, which help insulate it from the worst evils of socially driven content, like false stories going viral.”
The Chitchat of Snapchat
Snap—when used as a verb, refers to taking a picture or video with Snapchat and sending it to another individual. Snap, when used as a noun, refers to the actual picture or video that is received from another user. Snaps cannot be viewed for longer than ten seconds.
Stories—collections of snaps that are specifically added to the story and are available for twenty-four hours.
Filters—applied to a snap after it is taken to change the snap’s appearance. Filters have also been added to allow users to show their location, their speed, or the time or temperature when the snap was taken. Video filters have also been added that recognizes an individual’s face and create fun videos.
Geofilters—special overlays for snaps that can only be accessed in certain locations.
Replay—a feature that allows a user to view a snap again. The replay feature can only be used once a day.
Front-Facing Flash—allows a user to snap in the dark using a front-facing camera by lighting up the screen while taking a snap.
Best Friends—a list that Snapchat creates of the friends with whom you exchange the most snaps. The number of best friends shown can be adjusted using the settings.
Snapstreak—used to highlight when you have snapped a person back and forth for two or more days. If one person does not send a snap within twenty-four hours, the streak will break. The Snapstreak is represented by a flame emoji next to the friend’s name.
Trophy Case—gives users virtual trophies that can be unlocked when they achieve a goal on Snapchat. Examples of goals that unlock trophies are sending a video snap, using a filter on a snap, and reaching a 10,000 Snapchat score.
Snapchat Score— the total number of snaps that a user has sent to friends. Friends can see the score and compare their own.
Discover—a feature that allows users to see stories from news outlets or locations around the world. ESPN, Comedy Central, the Food Network, CNN, and other outlets supply interactive snaps with users and can keep users up to date with things that apply to the outlet.
The Platform/Social Networking Sites
Loyalty is the foundation for successful relationships. The connection between a business and its customers is no different. Customers who are loyal to a specific brand, product, or service tend to stay loyal throughout their lives.
They even become brand champions and look for ways to share their love of a brand with others. The dynamics between a customer and a business have created an ever-evolving relationship that promotes and fosters loyalty.
People connect with brands on social networks using various social networking sites because they want to learn something about a brand, share valuable content with others, define who they are, grow and cultivate their online relationships, and support causes that resonate with them. Social media campaigns help businesses accomplish these goals while also building brand and company loyalties.
Selecting the correct social platform to promote a business and incorporating the necessary elements that make sense is also core to building a successful social strategy or campaign.
Genuine, authentic interactions with consumers can be a company’s best asset for enhancing relationships and expanding a brand. Social networking sites are easy, available channels for customers to reach out to a brand and, in turn, for a company to respond.