For many companies, social media is just something that they do. There is no real structure, purpose or strategy. Everyone else is using Facebook or Twitter so better join the crowd. Here at Teleno, this is not the approach we take. Don’t get us wrong, for many companies, been active on Facebook and Twitter is a very good strategy but another common mistake we find is that these companies are also ‘active’ on Pinterest, Instagram, Google+, Vimeo, YouTube, Vine…the list goes on. When we say active, these companies have often started up a profile then done nothing with it. This causes a number of problems, especially on platforms where questions or worse, issues may be raised and unanswered.
Digital marketing strategies are now becoming the norm in many organisation and what we would recommend to the majority of clients is having a social media strategy that sits under and informs the digital marketing strategy. Gone are the days where you could just pop up a post on Facebook every now and again and post the same message to Twitter. People’s expectations have changed and with it should change your attitude towards how these platforms are managed. It is pretty much a full time job for someone to look after social media platform properly (depending in the size of your organisation).
Social media is massively undervalued as a marketing tool in the upper echelons of many organisations. Why? Because many people don’t understand how much time and effort goes into managing social media effectively, never mind the expertise, knowledge and in-depth understanding of how each of these platforms works and how you must differentiate your strategy for each. Just because people use social media every day does not make them an expert. That’s where we come in. We can help you to set up your social media platforms effectively, give you tactics to help achieve your overall strategy and put content plans in place to ensure you are reaching out to your audience on the platforms where they want to engage with you.
Social media is about engagement. It’s not about selling. Well, direct selling anyway. As the name would suggest, social media platforms are a place where people go to socialise online and as such, there should be no place for the hard sell, especially through your day to day posts. Advertising has made the hard sell possible through the likes of Facebook and Twitter and with some fantastic targeting options, you can really use the platform effectively to reach out to your target audience. However your feed should be less about the hard sell and more about providing your customers with relevant information that is designed to inform, engage and entertain. Think about the best thing you ever saw in Facebook. Wasn’t a company promo was it? People use social media to escape – to be informed, catch up with friends and increasingly to be entertained. Make sure your strategy gives them what they are looking for.
When done well and strategically, social media can be an additional arm to your companies online presence – an extension of your website which is there to engage and entertain and with that comes a number of benefits:
- Build and maintain relationships with existing and new customers
- Provide an excellent customer service tool
- Allow you to target content to specific users
- Allow you to listen to what people are saying about your business and where appropriate join that conversation
- Improve search engine rankings when done well
- Schedule content in advance, helping you to manage your time resources more effectively
- Contribute to the success of your overall digital marketing strategy