The old tactics of hype, overinflated promises, imagined scarcity and even a certain amount of badgering to get a person to buy no longer work online so you must understand the difference between traditional marketing tactics and the new social marketing approach.
Because Social Media Marketing is based on the concept of word of mouth marketing it can be 3-4 times more effective than other forms of marketing. Research shows that people will always feel more comfortable doing business with their peers rather than strangers but the challenge become how to establish those relationships online.
One of the best ways to create those online relationships is to continually provide your prospects and customers useful and relevant content about your business or niche. The content goes out in the form of status updates, blog posts, articles, or videos etc. You also want to engage with people on the social networks so don't miss any opportunity for conversation.
All of this takes time so here are some tips for how you can be more efficient with your Social Media Marketing Plan
Tip Number 1 -- Pick just 3 - 4 social networks to start with. Get well know on those and then later look at adding new networks. Right now my top 4 picks are Twitter, Facebook, LinkedIn and YouTube
Tip Number 2 -- Make sure you have all your account information in one place. I keep a spread sheet with all my different social network URLs and usernames and passwords on my desktop so I can refer to it quickly whenever necessary. Then when you empty your cache or delete your cookies you will not need to scramble around looking for the necessary information to login.
Tip Number 3 -- Create a schedule and stick to it. Decide in advance how much time you are going to spend with your social marketing plan and then stick to it. Social media can be quite addicting so you need to plan ahead so you don't waste time.
Tip Number 4 -- Set a timer so you don't get lost. It's called "going down the rabbit hole" online and it happens when you click on a link to investigate something and then end up getting off on a tangent which has nothing to do with your original subject. Then 2 hours later you look up and wonder what where your day has gone. A timer will prevent that and keep you on task.
Tip Number 5 -- Automate as much as possible. Many sites online allow you to automatically post to other social networks and I recommend you use those features whenever possible. For example if you post to your blog using WordPress you can set up an automatic Tweet about that blog post.
Tip Number 6 -- Use a Desktop application to manage your social networks. I use Hootsuite which allows me to post to each of my main social networks from one interface. It also allows me to create columns based on any criteria of my choice so I can keep track of what the thought leaders in my niche are saying.
Tip Number 7 -- Outsource whenever possible. There are many parts of your Social Media Marketing plan that can be outsourced to someone else on your team. But don't lose sight of the fact that Social Marketing is all about relationships. You will still need to log on and connect with people in your target market.
1. SHOULD I USE SOCIAL MEDIA FOR MY BUSINESS?
Simply, yes. A resounding yes. Here's why [I]:
2. WHAT ARE THE SOCIAL MEDIA PLATFORMS I SHOULD USE FOR MY BUSINESS?
The first visible step of joining the digital conversation is establishing presence on social media platforms. It is not wise to engage on all available platforms but neither is selecting out of whim. The right platforms are where the business' or organisation's target audience are on.
Aside from compatibility with target audience, the platform should also be relevant to the business. Google + for example, is the third most popular social media platform in the word but hardly make it to top five in Singapore. For visual driven businesses, such as interior design, jewellery and fashion, Pinterest may be a smaller community but is worthy of consideration.
PRoTip: Beware of duplicating content. Instead, optimise each content format for different platforms to maximise the messages' reach and traction.
3. SHOULD MY BUSINESS SOCIAL MEDIA CONTENT BE PROFESSIONAL OR PERSONAL?
Many social media crises arise from communication of personal emotions or ignoring of genuine (albeit negative) sentiments. It does not mean that netizens do not appreciate personal connections with brands on social media. The key is to achieve that delicate balance between being professional and sounding personal. Remember, respond and not react.
It helps to step out of the cold walls of generic corporate messaging and engage with consumers in a more approachable tone. A study shows that brands which actively converse with their online followers are most likely to gain brand loyalty.[ii]
PRoTip: Share about local community events and local businesses, employee stories and corporate values. This makes the brand more relatable.
4. HOW OFTEN SHOULD I POST ON MY BUSINESS PAGE?
It's a no-brainer: Consistency can only be derived from hard work. A company that is not committed in growing the content of its social media platforms are doomed to be abandoned and forgotten. However, simply working hard is never enough. Not only is it labour intensive to be sitting in front of the computer whipping up content after content throughout the day, every day, followers can also be annoyed and decide to end this virtual relationship.
"Although it's admirable to be ambitious and hard-working, it's more desirable to be smart-working." - John C Maxwell.
Instead, make use of analytic tools and research data to predict the best times to post and best type of content to post.
To avoid firefighting, prepare and schedule these contents in advance. Simply amend if necessary when the contents are due to be published.
PRoTip: Being consistent doesn't mean being boring. Ensure a healthy combination of original and third-party content to keep the audience entertained and engaged.
5. WHAT SHOULD I DO IF THERE IS A NEGATIVE COMMENT FROM A COMPETITOR OR CUSTOMER?
Social media not only engages the broader community but it also doubles as a 'customer' interface. When a company decides to brave the waters of social media, it must be prepared to answer or address feedbacks. While not all brands can get away with sass like Wendy's on Twitter, it is worse to ignore or delete comments and feedbacks. When encountering hostile comments, always address the issue politely and offer to resolve the issue in private.
PRoTip: Follow through with statements or promises made online. Hell hath no fury like a netizen scorned.
Creating a social media account or page is easy but being able to sustainably and effectively manage it requires strategic planning, immense dedication and a clear understanding of the online community and how to appropriately converse with them. Unless a company has an in-house specialist, this is a job best done by a public relations firm.
[i]DIGITAL IN 2017: GLOBAL OVERVIEW
[ii]Knight, M., & Carpenter, S. (2012). Optimal matching model of social support: An examination of how national product and service companies use Twitter to respond to consumers. Southwestern Mass Communication Journal, 27(2), 21-35.