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It’s no secret that social media dominates our daily routines. Americans now dedicate more time to it than email and Google combined, with a staggering 76% of Facebook users checking in every single day!
Fast Company reports that a whopping 93% of marketers utilize social media for business promotion. The takeaway is clear: social media is a force to be reckoned with, and ignoring it means potentially missing out on a substantial portion of your target audience.
Why Should Marketing Include Social Media?
Growing up in the age of Mark Zuckerberg makes the obsession with social media understandable. For marketers, these platforms present boundless opportunities for business growth. Facebook, Twitter, Pinterest, Instagram, Google+ – these are just a few of the major players that every company, regardless of size or age, should establish an active presence on. In today’s world, tweeting is no longer optional for businesses aiming for success.
Moreover, we’re witnessing a surge in social media advertising. During my morning ritual of coffee and Instagram scrolling, I now encounter sponsored ads nestled between aesthetically pleasing pictures of scenery and food. Similarly, browsing your Facebook newsfeed is incomplete without encountering captivating ads. I’ll confess, I’ve fallen prey to several of these ads, clicking through to their websites and even making purchases – perhaps a testament to their effectiveness.
However, before diving headfirst into paid social ads, it’s crucial to fortify your social channels with compelling content, top-notch customer service, and visually appealing graphics. Optimizing your social channels not only cultivates loyal brand advocates but also starts generating leads and converting visitors into customers.
If your social channels have been gathering dust lately, here are five essential social media strategies to revitalize them and take charge this year.
Social Media Marketing Strategy #1: Develop and Execute a Solid Plan
One of the biggest social media marketing pitfalls is neglecting a well-defined execution strategy. Without it, your content is likely to falter. Establish a daily tweet limit – this number can be adjusted as needed, but even something as simple as four tweets per day provides a benchmark and a goal to strive for.
TIP: Analyze your competitors’ posting frequency and conduct industry research to determine the optimal amount of content per day for each platform. Strive for an active but not overwhelming presence.
Organize all your content within a user-friendly editorial calendar. Google Excel Docs is a great starting point. Structure a weekly, collaborative publishing calendar divided by social channels, with columns for feedback from your content team before posting. Plan in advance, but stay flexible and incorporate timely additions – for instance, if a fantastic PR opportunity arises, capitalize on it promptly even if it wasn’t part of your original schedule.
Explore social media management tools such as Hootsuite, Buffer, and TweetDeck to schedule posts, streamline social feed management, and access performance analytics.
Social Media Marketing Strategy #2: Tailor Your Approach to Each Platform
Each social media channel requires a unique approach. While certain content can be shared across platforms – like a major company acquisition – your strategy should adapt to each channel’s audience.
For example, LinkedIn generally attracts a business-oriented audience seeking in-depth, informative content. In contrast, Instagram users gravitate towards visually engaging content. Therefore, understanding the demographics of each platform is crucial to publishing tailored content that resonates with your followers.
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Social Media Marketing Strategy #3: Prioritize Exceptional Customer Service
Imagine tweeting at a company or posting on their Facebook page and receiving radio silence. The lack of response can be detrimental, pushing dissatisfied potential leads towards your competitors. Conversely, a timely and thoughtful response fosters trust and piques their interest in your brand. Taking the time to address inquiries personally humanizes your brand and builds credibility.
Let me illustrate with an example. My friend Alexa, who used to live in NYC, commented on an Instagram picture posted by her favorite local bar. The bar’s social media manager promptly replied, offering her a free T-shirt as a token of appreciation. A few weeks later, Alexa drove six hours from Boston to collect her shirt (and catch up with friends). This experience made the bartender realize the tangible impact of social media. Alexa, in turn, became a brand advocate, encouraging her extensive network in New York to visit her former hangout spot – essentially free PR for this small neighborhood establishment.
And this is just one instance. If you haven’t heard the Morton’s Steakhouse story about the guy who jokingly tweeted for a free airport steak and actually received it, I highly recommend checking it out. It exemplifies top-notch social media customer service that generated significant positive publicity.
Addressing negative feedback is equally crucial, preferably with patience and respect. View your social channels as a platform to showcase your exceptional customer service.
Implement these four steps to enhance customer satisfaction on Twitter:
- Designate a point person to manage posts and monitor each platform where your brand has a presence.
- Develop a troubleshooting resource containing common issues, complaints, and their resolutions. This ensures timely and appropriate responses. (Note: For complex issues requiring further investigation or confidential information, direct users to email support, send a private message, or contact your helpline.)
- Get creative – leverage giveaways, personality, and humor to engage followers and turn them into enthusiastic brand advocates.
- Never ignore comments, regardless of their nature. Avoid creating brand detractors by acknowledging both positive and negative feedback.
Social Media Marketing Strategy #4: Turn Mishaps into Opportunities
As humans, we are prone to errors, especially in the fast-paced realm of social media. Instead of ignoring these blunders, embrace them. While a missed comma in a tweet might not warrant a public announcement, avoid deleting the tweet altogether. It’s already out there, and repeatedly reposting will likely draw more attention.
For more significant errors, like product defects or billing issues, respond proactively with sincere apologies and outline the steps being taken to address the situation.
But what about major, truly embarrassing mistakes? I admire how Pamela Vaughan, a HubSpot employee, handled her baby bump mishap. She accidentally posted a picture of her pregnant belly on HubSpot’s company Twitter account, which boasts nearly 350,000 followers. Rather than succumbing to embarrassment, Pamela embraced the gaffe and created a witty and endearing blog post. The post received overwhelming positive feedback, with numerous shares and comments praising HubSpot’s human element – a key factor in their widespread appeal as a marketing company.
Social Media Marketing Strategy #5: Track, Analyze, and Collaborate!
Tracking is often perceived as tedious and time-consuming. While it can be, dedicating a few hours each month is sufficient. Set aside time, preferably on the first of each month, to review key business metrics. Focus on aspects such as the number of posts, follower growth, website/product clicks, page views, likes, shares, impressions, and more. Analyze each channel individually and compare your performance to your main competitors to gauge your standing.
If you’re pressed for time or analytics isn’t your forte, invest in software to simplify data tracking. Numerous free social media tools, including bit.ly, Google Analytics, and Hootsuite, offer valuable insights. Examining which content generated the most clicks, shares, and engagement will guide your future content strategy. Identify patterns – for example, if numbered advice posts perform exceptionally well on Facebook, create more content in that vein.
Share your findings and schedule monthly strategy meetings with your marketing team to plan for the future. Collaborative brainstorming and strategy reevaluation can significantly enhance your social media efforts. Also, tap into the expertise of other departments within your organization. Client services and sales teams often have valuable insights to offer since they interact with prospects and customers daily.
How do you plan to elevate your social media marketing strategy in 2017? Explore our social media marketing statistics for inspiration and fresh ideas!
Top 5 Social Media Marketing Strategies for 2017 [Summary]:
- Craft a comprehensive plan and execute it consistently.
- Treat each social media channel as a distinct entity with unique requirements.
- Leverage social media to deliver outstanding customer service.
- Embrace social media mishaps as opportunities for growth and connection.
- Regularly track and analyze your social media metrics to inform future strategies.