Social media should be a critical part of your company’s marketing strategy. Through each network, you have the opportunity to present an image of your company, in hopes that you will positively influence the customer’s perception of your brand. The image you present through your social media campaigns, therefore, should be just as well devised and prepared as the image you would present in any other advertising pursuit.
This may sound insane, because it’s 2013 and social media is no longer in its infancy stage—but far too many businesses get on the social bandwagon simply because their competitors are doing it or because it seems like something you ought to do. However, simply being online isn’t enough – you need a sense of direction, a clear understanding of what your goals are. What do you hope “getting online” will achieve? Opening up a few social accounts without mapping out a clear strategy is completely useless to your business.
When it comes to social media, you cannot afford to make mistakes or refuse to do it at all. When thinking about whom to assign to your campaign, as with any job, you need to find the person or people with the relevant skills and experience.
I wouldn’t trust my social media campaign to a junior
member of staff because they mentioned they are bored
and have a Facebook page.
Using social media for personal purposes is a completely different ball game. The people you trust to speak on behalf of your company, your brand, your product, and your service should have more than just a passing familiarity with social media. Knowing how to tweet, post, like, and re-pin, is child’s play. What about tracking your company’s analytics, ensuring stellar search engine results, maintaining daily interaction with thousands of fans and followers, generating unique and compelling content, and producing return on investment metrics?
While you may be able to find a candidate to do this work within your marketing department, often times it is wise to branch out to an agency that is prepared to handle the workload. You need to choose people who understand your goals, have a passion for customer service, and hold creativity as their main priority when coming up with ideas on how to engage current and new followers.
Effective social media takes imagination, superior
interpersonal communication skills, and excellent grasp of
Although, you may think it’s clever and cost efficient to assign the management of your accounts to several employees, and while this may help spread loads of content, it can also create incoherence and confuse your customers and followers. For many small businesses, handling social media activity internally isn’t always an option because they do not have the time or expertise. Calling in the services of a knowledgeable social media marketing team may be the smartest way to go.
A good digital marketing firm will offer extensive experience working with clients across multiple sectors and will be able to use tried and tested techniques. If you offer the agency additional insight into who your target audience is, and what you want to achieve with your campaign, outsourcing social media to an expert will pay off, big time. Rather than taking on the stress of managing hundreds of your own accounts, you can work with your marketing agency to create a cross-platform message that is genuine and true to your brand so that your customers feel like they can trust you.
A social media marketing agency will know how to protect your cyber privacy, and how to subtly include sales promotions without bombarding your followers with advertisements. Once you establish a good line of communication with an agency, you can go over all of the details of your strategy including how consistently you want to post content and when you want to engage with your audience. You can then trust your social media campaign to a competent team of marketers who will dedicate their time to constructing a strong digital marketing campaign for your business.
By Sasha Novikov, Creatine Marketing