As companies shift focus to leveraging social media platforms, there are a couple of critical steps to keep in mind. Coming up with concrete social media strategies is like building your own road while you drive on it! Here are four strategies that will help you achieve desired results;
1. Cover all your bases on social media
While Facebook and Twitter are the most preferred social media platforms, a comprehensive social media strategy should entail additional social media platforms where the company or brand’s customers, prospects and employees are highly active. Some examples may include:
- Business networking and hiring platforms like LinkedIn
- Specialty multimedia sharing sites like YouTube, Pinterest and Instagram
- Microblogging networks like Twitter and Tumblr
To be in position to know which social media platform works best with your company’s desired social media strategy, you need to identify and track the top platforms where your company and brand are highly discussed.
Set up alerts that will let you know when you are mentioned online, amd
2. Establish a two-way mode of communication
Companies that use social media to only disseminate information to their customers tend to have lower engagement rates than those that use social media platforms as a two-way communication medium. There are a number of tactics that can be employed to achieve this including:
- Posting questionnaires and surveys related to the company and topics of interest
- Engaging customers, employees and prospects to share their experiences and queries related to the company’s services and products. They can equally be engaged to share pictures and videos related to the product or brand hence encouraging brand ambassadorship.
- Setting up dedicated customer service pages, handles, query pages and a team of in house dedicated handlers to respond to all customer needs and questions. Doing this requires focus on coming up with ideas and content as well as the ability to post content and responses in a highly skilled and coordinated way.
3. Keep tabs on all the content being posted on your company's social media accounts
It has become common practice for companies to outsource social media management to their advertising agencies. In such circumstances, companies should make sure that they monitor and retain all editorial rights of the content posted. And also put in place automated workflows and escalation procedures between the internal teams and the agencies.
4. Set targets and measure performances
It is important for companies that have initiated social media engagement to track their performance against their set targets. And what is measured should be improved upon. Some of the key performance indicators include;
- Share of social media conversations carried out by the company/brand against those done by competitors
- Positive and negative sentiments for the company/brand
- Monthly addition in number of social media followers
- Average time taken to respond to comments by social media users
- Percentage of resumes being sourced through social media and positions closed in through social media
Companies that incorporate all these practices in their social media strategies stand a chance to reap benefits, such as;
- Increased overall followership on social media sites and increased brand voice on social media
- Sales improvements- Sales leads generated from improved conversations, engagements with both existing customers and prospects, brand advocacy and open platform for happy customers to voice their opinions
- Customer service improvement- Effective and timely responses to customers queries and improved customer satisfaction
- Efficiency- A large percentage of customers and prospects is reached at a lower cost compared to traditional advertising, marketing campaigns are narrowed down and faster ability to hire candidates.
A social media strategy that employs the above key principles for engagement can effectively achieve measurable benefits for a company/brand.