Is your business using social media at it’s fullest? Is social media marketing working for your business?
It is very likely that your business is using social media in some capacity. If you’re like most business owners and marketers, you may already have LinkedIn, Facebook & Twitter profiles, however… to really make the most of these resources, you need to use them properly. Social media can only benefit your business if you understand the nuances and audience of each platform and then develop and implement an effective strategy. Social media is broad. There are some famous platforms (Facebook, Twitter, LinkedIn, Pinterest and Youtube) there are countless others like Snap Chat, Tik-Tok, Instagram and Reddit for digital marketing, not to mention the numerous forums and websites where users engage and interact. Even for large companies with dedicated resources, attempting to keep up with all of these channels can be an overwhelming task. Instead, focus on only those social networks that provide a good opportunity to connect with your target audience. And to that end, you need to understand your audience. The specific nature of your business and industry will have a big impact on where you’ll find your audience. Retailers that sell high-quality, visually stunning goods should obviously look to Pinterest and Instagram for their image-sharing services. If word-of-mouth is essential for your business (and it is for most, if not all), then Twitter is probably right for you. If you need to reach a professional audience, LinkedIn in all likelihood is the answer.
There’s a big difference between using social media to talk to your audience and using it to talk with your audience. When it comes to social media, you want to engage your audience. Without engagement, you’re simply talking at people. You might as well be a machine & that’s exactly how consumers will view you. Interaction is one of the hallmarks of social media, and that’s why it’s such a valuable tool for marketing. Talking “with” your customers is the first step in getting them to talk “about” you and your company. And that’s exactly what you want: to generate conversations and attention. People love it when a business responds directly to them, and social media makes doing so easier than ever. You just need to dedicate the time and resources to do it. Critically, you need to be willing to engage directly with your customers regardless of whether they’re offering you praise or complaining about your products and services. In fact, social media marketing can sometimes be even more valuable when it comes to how you handle negative feedback. Negative feedback doesn’t have to result in creating a poor or negative image of your business, but it can if you ignore it.
You can set goals and objectives to analyze virtually any variable in social media marketing, from the optimal article length of a blog post to most popular type of tweet or hashtags, to reach and share of voice, and more. Leverage analytics tools to gauge what is working best and what is not.
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