There are some depressing things in this life. One of them is to enter a company’s Facebook page, seeing that it only has 11 followers and that there is not any new content since that “Happy New Year!” of January 1st 2016. Then, you go the Instagram page and it is the same thing. You go to LinkedIn… and there is no company LinkedIn page. All that is left is to call a doctor, to declare the death of the company’s social networks!
Social media are increasingly essential in the communication and marketing of companies and in their relationship with the audience. So, it is crucial to keep your company’s social media pages alive (as well as your personal pages). To keep a page alive is to feed it – better said, to feed the feed. But keep in mind that you should not just throw in lots of content, without any criteria: the content has to be of the interest of your target audience. We have already given you some hints on how to identify those interests, in this article.
Social Media Marketing
Before the appearance of social media, the strategies of marketing and communication with the audience were essentially made by radio, TV, newspapers and leaflet distribution. There are cases in which these still are the communication platforms preferred by some companies. Traditional media had and still have the disadvantage that the power to communicate is in the hands of a few, so companies needed to pay to carry out their actions on these platforms and, probably, would not reach the audience they wanted to reach. In social media, though some investment is also needed, these are targeted actions and, therefore, tend to be more effective.
With the popularization of social networks, companies now have their own communication channels. For example, anyone can now create a YouTube account and make videos, which can even have more views and be more profitable than an ad in a traditional medium.
Regardless of the channel in which you develop social media marketing, you will always need to have a plan behind it. It is necessary to consider the company’s objectives to be on social media and, thus, create content schedules and relationship strategies.
And this is the other side: on social networks, with the close relationship that you have with the public, it is possible to get a quicker feedback on your work, on the positive and negative side. So, here you will need some public relations techniques, to calm down the situation and to avoid that it turns into an image crisis for your organization.
Having said that, the main qualities of social media marketing are: strengthening bonds with your audience; publicize the culture of your organizations (values, mission and business vision, through practical actions); the possibility of segmenting audiences; make a more personalized assistance, with customer service; and the sales through these platforms or linking to a landing page, for example, where the sale will take place.
Different channels, different approaches
Communication on social media varies according to the platform used for this purpose, i.e., again, you need to have defined strategies. Facebook is a broad social network, so it allows for a wider range of approaches and segmentations. Instagram is more focused on sharing images and videos, so the priority is an attractive visual content. On the other hand, LinkedIn is business-oriented, so the tone has to be adequate. Thus, content must be developed with a language adapted to the profile of the audience that you will find in each social network – they may even be the same individuals, but they will expect different contents, depending on the social network where they are in.
Although, you need to be careful: many companies do the same mistake, of trying to be present in all the well-known social media, which makes it more difficult to define the communication strategy to each one of them, and even your target audience may not be very present. Once again, we warn you: know well who you are talking to and where you are talking to, before you go into action.
Finally, a key point of the communication strategy is to have a publication plan, with dates of publication, deadlines for content to be produced and variety in those contents, which can be informative, entertainment or advice on relevant topics. Therefore, be aware that the page should not only be used to promote your company’s projects or products, there needs to be a variety of topics.
This early planning and scheduling can be put into practice on a platform such as Swonkie, which has several features when it comes to social network management. With all this, you have no excuse not to keep your pages alive and kicking!