Mar
2015
Why your business should use social media!
Why social media should be encompassed into your business marketing strategy
Whether you are a small or large business, 2015 is the year to include social media into your promotional mix. Social media is an ever more essential tactic in a company’s marketing strategy; however it is still indicated that many companies are viewing social media as a separate entity, or not implementing it at all due to not understanding the various forms it can take, and the best ways in which to engage with their consumers. (Kietzmann et al, 2011)
Social media constructs interactive platforms in which user generated content is co-created, shared and conversed via individuals and communities (Kietzmann et al , 2011) By enhancing your companies visibility on social media sites it can become a superior marketing strategy, in which you can gain tremendous online exposure and brand awareness. The uniqueness of the role of social media in comparison to the use of traditional IMC tools is the magnitude in which consumers can communicate with one another. (Mangold, 2009)
Benefits of implementing a social media marketing strategy
- You can gain insight into what you’re customers, prospects, peers and competitors are saying about your company.
- Build relationships with consumers, driving loyalty.
- Generate traffic to website
- Generate leads
Do’s:
Plan – plan in advance what content ideas will attract and interest you target audience. Consider what keywords to use in campaigns. Scheduling tweets in advance for promotions will allow you to keep on track.
Convert with content – when creating social media campaigns it is fundamental that you include information which your target audience will be interested in and thus want to share which in return will allow your campaign to reach a broader audience. It is also key that the content reflects your companies values.
Track competitors– its vital to assess how competitors are employing social media marketing techniques, especially if they’re doing it better!! By analysing this you will be able to attain what are valuable key words for your industry sector and
Don’ts:
Underutilise– don’t create social media sites and then neglect them. An inactive social networking site will reflect negatively on the company. However don’t over-do it, as this can lead to followers feeling bombarded by all the information and unfollowing you. Remember – content is key.
Closed minded– dont be short-sighted by negative comments, not all feedback from consumers will be positive. Remember that negative observations can help improve your business.
Forget who your target audience is- It can be tempting to try and reach an array of different audiences on vast platforms, however it is key to understand your audience and what platform suits them best. For example companies in creative industries may choose Pintrest or Tumblr to appeal to their audience over sites such as Linkdin.
Proctor and Gamble are an example of a company who have utilised social media to generate wide spread and success of their marketing campaigns. The #LIKEAGIRL campaign was the most successful ad at the Super Bowl this year creating the highest amount of mentions (over 400,000!!)
References
Mangold, W. Glynn, and David J. Faulds. (2009) “Social media: The new hybrid element of the promotion mix.” Business horizons . 52.(4) 357-365
Kietzmann,J. Hermkens,K. Mccarthy,I. (2011). Social media? Get serious! Understanding the functional building blocks of social media.Business Horizons . 54 (3), 241-251.