Social Media Strategy
Social Media – An Indispensable Marketing Tool
As on July 2017, Facebook has 2 billion monthly users. The rise and rise of social media has made it an indispensable tool in every marketer’s arsenal. Gone are the days when advertising was a mere carpet bombing exercise and the guys with the deepest pockets won. Media buying today has a completely new definition. Geography is now history and contextual advertising, customized messaging, and event-based communication is a norm.
These numbers are enough to suggest that most businesses should explore what social media can do for them. However, let’s face it, nobody logs on to social media channels to buy something. We go there for reading, sharing, and learning.
So, no matter how creative, users are smart enough to identify sponsored content from trending, and advertisements from information. Your efforts might not yield the desired results if you simply create profile pages, link them to your website and email footers, and then wait to get lucky.
This is where a sound social media strategy outlines how you can leverage these platforms to achieve your goals. It defines your company’s intent, outlines its objectives, and sets the target outcomes.
The Need for a Social Media Strategy
Whether you are trying to build traffic for your website, get more exposure for your brand, connect with your customers, or attract talent, it is imperative to have a comprehensive social media strategy weaved into the overall content strategy.
Some of the key reasons you cannot avoid social media is:
- Time Spent on Social Media is Increasing
Time spent on social media is increasing each year. Global statistics reveal that in 2016, users spent an average of 118 minutes per day on social media (up from 109 minutes in 2015). Faster handsets, deeper mobile connectivity, engaging content, and cheaper data plans will only take this number higher.
- Purchasing Decisions Influenced by Social Media
If the earlier era of social media, the focus was on engagement, the current era belongs to personalisation. PwC’s Total Retail Survey 2016 interviewed 23,000 shoppers in 25 countries, and found that 45% of the respondent’s shopping behaviour is influenced by reading reviews, comments, and feedback on social media.
Each social network plays a distinct role in influencing the purchasing behaviour of a buyer. Hence, without a clear strategy, you might not know what role each platform should play and whether you are losing out on potential leads. A plan allows you to benchmark, measure, and create better.
- Boost Web Traffic and Generate Leads
Generating traffic and getting leads is considered as the topmost marketing challenge in 2017. When this problem is seen in conjunction with the growing number of social media users, a natural strategy begins to appear. Social media platforms have the traffic, and your website needs it desperately. Hence, your strategy should be to implement ways and means to get some of this traffic on to your website.
The more engagement that occurs on your social media platforms, the better are the chances of increased web traffic and subsequent leads.
- Protect Online Reputation
Today, online reputation means a lot. Nobody likes negative comments and posts. Not only can it do immediate damage, but it continues to hurt your brand for as long as it stays online. It is believed that today, deleting history is more difficult than creating it.
A well-defined and planned social approach will help you counter negativity, identify shortcomings, learn from your mistakes, and eventually allow you to build stronger ties. A social media strategy considers such situations and chalks out the plausible responses, and monitors the platforms for instances.
From templated acknowledgements, to replies for FAQs, and from strong rebuttals to take down requests, a social media manager must be on her toes.
Key Elements of Social Media Strategy
- Create Meaningful and Targeted Content
This is the biggest challenge for all content and social media marketers. Developing strategy and setting mandates is great, however, executing the same is not easy. Creating relevant, consistent, and highly-targeted social media content requires a clear understanding of the brand, its offerings, the positioning, and the overall company philosophy.
- Insights on User Behaviour
Learn how your target customers engage with platforms like Facebook, Twitter, YouTube, Instagram, LinkedIn, and Google Plus. Use the insights to build content strategies that are more likely to strike a chord. The more you know about the user behaviour, the higher are the chances of success.
- Use Relevant Social Media Channels
With so many social media platforms, the choice can be overwhelming. It is important to use the right channel, at the right time, for the right purpose. For example, if your target is a B2B audience, LinkedIn and Twitter would be a better bet, as compared to Instagram or Facebook.
- Keep Learning
With social media, change is the only constant. The existing platforms are constantly evolving. They are tweaking policies, enhancing UIs, and adding newer features and tools. On the other hand, newer social media channels are mushrooming regularly.
As a content marketer, your job is to keep learning. Keep a tab on the developments, cut out the noise, and try to implement what is useful to your brand. An outsourced social media agency can help you get there.
At LexiConn, we firmly believe in a holistic, goal-driven, concentrated, and measured approach. Our content-first legacy places us in a vantage position to understand your business well. This allows us to create highly relevant, engaging, and appropriate social media strategies.
Our social media team works in close coordination with the content writers, copywriters, and graphic designers to create highly targeted posts and social media plug-ins. We also have access to a huge library of images, design templates, and icons to create stunning infographics, videos, and visual content for your brand.
Here’s how we approach your social media strategy:
With proven research and editorial skills, our social media strategy has the potential to take your business to the next level. Talk to us, let’s go social!