Social media is now the meat and potatoes in every digital marketer’s diet. And with so many different platforms available, it’s important to understand the benefits of each, and which ones best suit your business needs.
This is a quick 2 minute beginner’s guide to give you an overview (written on my iPhone using IA Writer – neat bit of kit).
To leverage social media effectively it’s best to share the love with a few different platforms to promote your brand or service.
While LinkedIn has been the bastion of older executives in the past it seems to be taking on a new life with up and coming Millenials beginning to make more use of its networking and job hunting features. I figure this has to do with the M’s having bow had time in the workforce, beginning to tire of their current positions and are on the hunt for newer pastures. I could be wrong but the timing seems to make sense.
Snapchat is on fire. If your customer is between the ages of 13 and 27 then it’s the platform to be right now. Where we get those figures is anybody’s guess – suffice to say it’s the younger customer that’s using this Social phenomenon. Not too many C-level execs I know have been seen snapping lately.
So to give you a running start at the next Management meeting, here’s a quick rundown of the three staple vanilla platforms and how they work.
Twitter has become an effective go-to for those short snappy messages you want to broadcast. With its limited character count it’s an effective way to hone your copywriting skills so you can quickly grab your customers’ attention and interest.
For B2C (Business to Consumer) businesses, Research indicates 50% of visitors to a brand’s social media page go on to visit that company’s store and many make purchases due to something they saw on Twitter. I’d say the same might be said of B2B (Business to Business) customer behaviour.
The largest social media platform, with over 1.5 billion active users last year, Facebook can be useful for all sizes of businesses – it’s relatively easy to build a strong presence either locally or on a global level.
Because of this popularity, if your business maintains an account on Facebook it will need time and devotion. Users are particularly keen on sharing customer reviews to a company’s page or asking questions and queries via your profile, so there should be a dedicated staff member or external marketing account manager to regulate your social media presence.
You get Facebook brownie points for answering questions quickly.
Another thing to note is the black market trade in ‘likes’. Plenty of ‘like’ farms plying their wares. But there’s nothing quite like the sound of real fans screaming as you roll by with the windows up (this metaphor is pure fiction – nothing like that has ever happened to me).
Instagram can be a particularly useful platform for eCommerce stores, or a business looking to market something with a visual element. The Instagram community is particularly active with over 400 million users per month posting an average of 80 million photos per day. This platform especially loves the use of a good #hashtag and quotations – so there are benefits for growth participating in trending topics.
All three social media platforms continue to improve and advance the ways in which they help marketers spread their message. When dealing with social media, however, it’s important to treat it as a podium for which to build a brand personality, rather than simply seeing it as an online advertising space.
For an in-depth discussion on how we can put social media to work for your brand, our friendly and switched-on team at OwenBolwell can help you.