Marketing on social media must follow the specifics of each platform; find out why not use them all in the same way and see tips for each one.
Social networks are so present in our lives that it seems that they have always existed. The first to hit was Orkut, which appeared in 2004. Many thought it was just a fad. At the time, no one considered the possibility of using this channel commercially.
Almost 20 years have passed, and a lot has changed. Today, the opposite happens: few people imagine what everyday life would be like without social networks. Being present in them is practically a must for companies in all areas. Currently, no business stands out just for using a specific platform but for using it correctly.
We will show throughout the text how you can boost your marketing on social networks, assuming that using them all in the same way can save time but not the best results.
The similarity exists. In all cases, users and companies want a space to showcase their ideas, personal or professional stories, and interact with other people – or customers.
But it doesn’t always have to be done in the same way even because social networks have superficial differences such as average age, objective and type of predominant media users share.
Making an analogy, it is as if you had to promote your business on different media such as television, radio, newspaper or magazine. You wouldn’t use the same language in all cases. On social media, the same thing happens. Don’t think about promoting content or products on social media in general, but rather on Facebook, Twitter, Instagram, etc.
Why Are Social Media Important For Marketing?
Before talking about marketing tips on social media, it is worth remembering why these platforms are essential for promoting your company.
When we talk about Digital Marketing today, many people think directly about social networks. With Instagram, Facebook, and so many other platforms, we have gained a new means of communication, quite comprehensive and a big difference from traditional media. Everyone has the right to a turn (as content producers) and voice (as consumers).
People engage more because they have space and constant interactions, and the message gains more credibility since the speaker is an acquaintance we trust. It’s not like an advertisement where the company is interested in getting you to buy their product.
For example, in a quick visit to Twitter, we noticed that it is widespread for people to give their opinion on brands and products. The decision to be on social media is independent of the company: people decide whether to talk about it. And if they speak, they are the ones who decide whether to speak well or badly. In this context, a company that thinks about getting more results in marketing can try to optimize its presence on the internet. A standard definition when talking about marketing is that its role is to understand and serve the market. This definition can be perfectly applied to social media marketing.
To understand, the company must monitor what is said about it, its products and its competitors. And it can also extend its communication channels to social networks, allowing the user to get in touch and talk more about their needs.
Having a great product or service is a great way to serve the market. However, you can still do the market by providing user-friendly content through your company’s social media profile. That way, you can give users the ammunition they need to spread your message.
The only issue is that each social network already has its rules and treats them the same way that companies face traditional media. However, many companies dramatically increase the chance of failure. But we will talk about that later.
How To Create A Strategic Approach To Social Media Marketing
We say that it is necessary to think about the particularities of each social network, and it is true. However, let’s remember that, in all of them, the company’s target audience and purpose are the same.
This is strategic communication: considering all the variables when planning and executing actions while aiming at a more significant objective related to the essence of the brand. And, whatever the message, never stop being true.
Below, we bring you some good tips for any social network. They will help you take a strategic approach to these channels.
Go Beyond Likes
As brands began to seek their space on social media, the platforms themselves were adjusting to taking advantage of this opportunity. For example, Facebook’s source of revenue is the investment that companies make in ads and sponsored posts on the site.
This new advertising world sometimes feels a bit scientific, as there are several numbers and practices for getting the best results and monitoring performance. This is very cool, as it allows you to optimize the investment and know precisely what the return on it is.
The problem arises when too much emphasis is placed on the quantitative, and the qualitative end up being left a little to the side. And when metrics — data regarding user behavior and other important variables — lead to wrong conclusions because of simplified analysis.
Imagine that a company publishes a post that went viral, received hundreds or thousands of likes and resulted in many new followers. How many of these people know the product or service of that brand, have already consumed it, and have the potential to destroy or influence people?
The difference between the “empty metric” of likes and authentic engagement is different. Engagement is inbox, and it’s people who get in touch or comment and know the brand, who share because they want to spread that idea. That is qualified interactions.
Tracking the numbers is essential, but it’s only part of the job. Just as important, if not more, is strategic thinking to interpret them and make the right decisions based on these numbers.
Have A Horizontal And Accurate Communication
Sometimes a business needs website traffic, eCommerce sales, or video views. These are metrics as crucial as likes, comments, and shares.
It is necessary to understand that likes on content unrelated to the brand are not that valuable. And he understands that working with social networks is not just about producing a lot but about talking about the company, its products, services and concepts in a way that arouses the user’s interest.
The challenge is more significant for those who were used to the times when advertising was less horizontal, unlike the current phase. Social networks represent a direct communication channel with the consumer public, which becomes a valid interlocutor. It is a scenario that requires more attention and transparency.
Before You Start Producing, Set Goals
We can guarantee that there is no ready-made formula for working with social networks. Each brand has its history, context and goals, and the strategy in these channels must consider these particularities.
Before creating content anyway, it is necessary to define the objective behind each profile on social networks and, from there, plan which metrics will be monitored.
Also Read: What Is Good Behavior On Social Media?