Social media marketing is a competitive domain. The rules are always changing, and expectedly so, as the platforms need adapt to the rapid changes in technology and user behavior. For example, ideas for more modern mobile devices, software and applications are being developed, and people are finding new ways to go about the task of information-seeking by the hour.
To rule this new marketing landscape, companies need to follow the following guidelines.
Be responsive to all parties. Social media, for the most part, is a public platform. It is a wise social media manager who treats everyone with respect, not just because engagements are visible to all, but because every party can be a customer, a client, a partner, or a supporter, with varying ways to contribute to the company’s goals.
The manager responds promptly to all forms of engagement, whether it is a simple “like” of a post, or a long blog entry about the customer’s experience with the brand. More importantly, the manager knows how to address criticism, and reinforce the company’s commitment to good service.
Be mindful of the company’s corporate identity at all times. A good social media manager understands that social media is just one of the many platforms available for promoting the company and its offerings. This means that accounts on Facebook, Instagram, or Pinterest, among others, should convey the same brand messaging each time, albeit perhaps using a different medium.
The company’s corporate communications guidelines should be a handy reference for the choice of colors, of buzzwords, typefaces, symbols, and tone to use when composing social media content. This way, the platform will simply complement, and not compete with the business’ other marketing venues.
Create interesting content. This is the key to developing a strong presence and following in this landscape. People generally turn to social media for meaningful and relatable content, so companies need to invest time and resources to know what qualifies as such. Perhaps it’s a 30-second amateur video featuring a hot celebrity, or a colorful infographic that sums up an otherwise informative but long article. Or perhaps it’s just a one-phrase, but a truly witty and funny one. What is important is that the content is grounded on the experiences of the people belonging to the target, and it evokes emotions so strong and pleasant that they’d want to share it with others.
To learn how to conduct successful social media marketing campaigns, get in touch with a marketing solutions provider today – especially one that specializes in digital communications.
