I have been reflecting lately about just how important it is to understand what makes social media work for online businesses.
Social media may mean different things depending on which site you utilize.. For example, Twitter is designed basically for “updates” with others. Facebook has a far broader program, allowing news articles, photos, events organization and joining, along with status updates.
One main strength of social media is that it supports SEO campaigns, allowing your company name or profile to pop up when linked to activity on the web.
Dynamic Business has an article about how social media is thriving these days as a branding and marketing tool.
Expanding the client base, increasing sales, and upping SEO power are what most online business owners have in mind when they decide to get into Facebook and Twitter accounts.
But exactly how and why does this work?
From their piece:
No one really knows whether getting Facebook likes or re-tweets equates to new customers. Most presume that eventually it does, otherwise why bother participating? Whatever the end result, simply being part of the conversation is fundamentally important. Here are the simple facts why:
- All combined social media networks have in excess of a billion members.
- More people get their news online.
- Social media is increasingly integrating itself into our lives as a routine and not as an activity.
What this means is that more and more people are using, connecting and sharing information on social media and other online platforms. This is now a valid communication channel that is culturally shifting the way we connect and communicate, and businesses need to grasp this.
Here are three key points every business must consider:
Community management
It takes more than likes, followers or views to be successful on social media. To begin with, it takes development, planning, effort, and an engaging environment. Businesses must listen, create conversation and interaction while at the same time producing a valuable and interesting experience for customers and reinforcing the brand positioning and unique selling point of the business.
Content development
Content generation and a publisher mind set is no longer enough when it comes to content. A business must be able to create valid content in multiple, shareable formats. The aim is to build a connection between the brand and its community that is authentic, creative and motivating.
Burberry’s activity in 2011 made it a stand out brand for social media interaction. Its Spring/Summer and Autumn/Winter shows were streamed live through a video feed. In addition to this, its fragrance ‘Body’ wasn’t unveiled on TV, but on Burberry.com and YouTuberewarding individuals who liked Burberry on Facebook.
Social media tools
Investing in social media applications is beneficial. It doesn’t require a huge financial outlay, often just paying a little extra will give you a raft of more features than you’d get with the free version. This means that you’re able to do more with the platform, such as monitor engagement, manage mailing lists and so on. It’s important you choose the right tools for your business, along with the appropriate strategies to ensure you stay on top of evolving technologies.
It’s essential SMEs embrace social media and see it as an opportunity to engage and encourage consumers. Social media is constantly changing, so being ready to change with it is vital. Those that don’t attempt to understand are choosing to ignore one of the most significant developments in technology, media and marketing.
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