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Social media changes every single day and it is not going to stop changing anytime soon. Facebook started off in a college dorm room and was only for students at Harvard, now it has over 2.90 billion monthly active users worldwide.
One of the main goals of social media is to gain the attention of the audience the business is searching to target. It can be used for marketing, PR, photos, videos, sales, crisis management, research, data analyzing and more. All of these things put together allow brands to win over their audience and achieve the goals they have set as a business.
The key to managing all of this and making sure it is successful is strategy. There are some things you need to know before posting on social media and developing an entire plan. Three of the most important things to remember when using social media for marketing are the audience, the data, and the message.
Knowing your audience, is important for a multitude of reasons. This information can help to determine what platforms, language, and graphics should be used and more. For example, if your target audience is teens and young adults, TikTok would be a great advertising option for you. It might not be as effective if your audience is senior citizens.
The message you are trying to send can also help determine the language, graphics, and tone of the post. A post about sustainability and how a brand works to better the environment might not have the same tone as a post about the Holidays.
Lastly, knowing the data can help a lot when using social media. This includes data on the audience, the algorithms of each platform, previous posts and campaigns that have been run, and more. All of this information combined will aid in finding success online!
There are also some things that should definitely not be done when posting online.
Consumers can become uncomfortable and turn away from engaging with the brand if the information is too personal or in depth. It can also seem unnecessary to the message at times.
When it appears that a post is only there for one purpose, selling a product, consumers tend to see right through it and keep scrolling. For example, an athletic leisure company went viral on TikTok for their everyday lounge and athletic dress. Advertisements for this company soon appeared on every For You Page and users of the app began to scroll right passed the videos when they saw them. Overselling and oversharing can turn customers away from the brand and product.
Strategy on social media can come in a few different forms. Some easy tactics to use to make sure the plan succeeds are planning posts ahead of time for a consistent posting schedule, such as a weekly or monthly calendar for all posts on all platforms that is simple and easy to stick to. This will allow your target audience to stay up to date and engaged with your account. Although this plan will work using multiple platforms, one of the best ways to start on social media is to commit to one social platform first. Then expand to different social channels when you feel like you are comfortable managing all at the same time.
One of the most important things on social media for a business is engagement. Engagement can be boosted in many ways by interacting with consumers at least once a day. Examples of this include tagging people, responding to comments on a post, commenting on other brands posts, and liking/sharing posts that align with the business’ values and topics.
We have been talking about organic social media posts, but a huge part of social media marketing now is utilizing paid and promoted advertising on platforms. Running these ads can help to boost reach and engagement to deliver a better end result.
How do you know that these ads are working? It is important to make sure the results from the paid content are being tracked. Analytics on all campaigns not only help with the current posts, but they can help in the future when developing new campaigns as well.
Social media marketing is the new normal, and there are so many ways to make sure campaigns online are successful. By following all the steps outlined above, any brand can become successful with social media marketing in no time!