There was a time when social media was used by just youngsters for fun. Social media has changed dramatically since its inception and it is now widely used by adults as well. There was a misconception that businesses could never benefit from social media but see, one will hardly notice any business which is absent from social media. Social media giants like Facebook & Twitter have become marketing giants & offer businesses a free hand to target users & turn them into potential customers. Social media helps businesses drive branding campaigns, manage online reputation, engage with customers, generate more leads and study buying habits.
Social media has become an integral part of any modern business but still many companies fail to extract full potential from their social media strategies. Examiner’s 2016 Social Media Marketing Industry Report reveals:
- 92% of marketers don’t know which social media management tactics are most effective.
- 90% of marketers don’t know the best way to connect with customers.
- 86% of marketers don’t know how to measure the ROI from their social media marketing.
- 86% of marketers don’t know how to use social media to find their target audience.
- 86% of marketers don’t know which tools will help them manage social media.
So what the businesses lack? The answer is an effective social media management strategy.
In this article, I’ll walk you through the pointers that must be considered for an effective social media marketing.
Make a Strategy
The most important step towards a successful social media management is to have a strategy ready long before you publish your first post on Facebook or Twitter. A clear goal must be set up which you wish to achieve through social media and then plan accordingly. Make sure you set realistic goals that will have meaningful impact on your business. For an example increasing your Twitter followers by 10% per month.
Your strategies must consider the strengths and weaknesses of your company. Your strategies and marketing goals simply cannot be a copy some other company and must revolve around customers.
Content is King
One of the best social media management practice is to have a Content calendar. A content calendar must include the frequency of your posts and the type of content you will be sharing. For an example, if you plan to post 3 times a day, then one could be post from relevant websites, one piece of original content from your blog and one could be product oriented. You can also include the frequency and time line to share or Retweet the posts.
Choose Platforms Wisely
With the ever increasing usage of social media, it would be tempting to be present on every platform available. But the matter of fact is, you need to choose the social platform that is best for your business. If your business has enough resources and manpower, you are free to hit any social channel available. But if you’re just getting started you must know that it takes time to be successful on just one channel. Additionally, each social media network is different and requires different content, different kinds of engagement, and different activity altogether. Moreover, you must have an idea on which channel you can find your relevant audience.
Image via Kissmetrics
Track the Stats that matter
The only way to tell if you succeeded in your goal is to measure metrics. But not all metrics are important. Keep a track of those metrics which are really important to your goal. Here are some metrics that indicate performance.
- If your goal was branding, then measure engagement, reach and new followers on your social media pages.
- If your goal was to get sales and revenue, measure referrals and conversions.
Keeping a monthly track of performance metrics help to calculate the performance of your social media campaigns.
Don’t try to please everyone
One of the most important aspect of social media management strategy is to engage with your target audience.One thing that’s for sure is, that you cannot satisfy everybody. Be unique in your offerings and you might be able to satisfy a set of people you are targeting. Knowing your customers and understanding their pain points can help you tailor your content according to their specific problems.
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