Social media marketing isn’t just the future—it’s an important part of successfully representing your organization now. Social media marketing is a vital element when it comes to building your brand, communicating your organization’s purpose and mission, and improving CRM (customer relationship management).
At this point, whether or not to implement a social media marketing strategy isn’t up for debate—what is, however, is how to go bout it. In the early days of social media marketing, a shotgun approach was favored: try a bit of everything and see what hits. Today, with more advanced analytics and experience, we’re much better equipped to design strategies to successfully support organizations.
Top 3 Social Media Marketing Dos
Here are three dos that will help your company improve the efficiency and effectiveness of its social media marketing campaigns.
1. Repurpose Content
While there’s a lot of emphasis on reaching out to customers on the right platforms—different demographics are more likely to find differing platforms engaging—you can also improve engagement by repurposing content from one platform to another. This lets you broaden your audience without investing too much in building a following on a new platform from scratch.
2. Mix-Up Your Media
Not all users are as immediately as attracted to the same types of media, and most like to consume a variety of different media in any case. Put some thought into whether a post is best suited to be an infographic, an image, an article, a video, etc. Offer your visitors a variety of different content—and keep in mind that the same topic can often be presented in multiple ways, to get some extra mileage out of your research!
3. Don’t Just Qualify, Quantify
Today’s social media marketing tools give you ample opportunity to examine the results of your strategies, tracking user interactions, page views, and much, much more. Don’t let these tools languish unused. In fact, think about the tools you have for measuring success before and during your campaign planning process. When you plan a campaign that you’ve designed with quantifiable results in mind, you’ll be able to build on your success more efficiently.
Top 3 Social Media Marketing Don’ts
These three don’ts will help your company improve the efficiency and effectiveness of its social media marketing campaigns.
4. Don’t Over-Automate
There are ways in which automation can be hugely beneficial to your social media marketing strategies—planning social media posts, collecting data, and even directing users to the content best suited to their interests. However, don’t forget the social component of social media marketing. Social media platforms aren’t just an efficient way for you to deliver content, they’re also a way for you to actually interact in a relatable, human way with your customers. Q&As, contests, and engaging in comment threads are a great way to do this.
5. Don’t be a Faceless Entity
Again, social media is social—but if you socialize only from behind an official account that lacks a personal name, profile picture, etc., it can create a feeling of sterility that runs counter to your organization’s ability to form a closer social relationship with customers. It is, of course, important for your representatives to represent your company well, but consider your social media representatives to be an online analogue of, for example, in-store customer service representatives. However, allowing social media representatives the ability to communicate their identities and personalities (within the constraints of representing the brand, of course) is even more important.
6. Earn Friends, Not Just Followers
Earning followers is great, but it’s not enough unless you’re able to convert mere “following” into real relationships—ongoing interactions, brand-building communication, data, and sales. There’s a temptation to focus purely on follower numbers. Follower numbers are, of course, important—they speak to your organization’s ability to gain exposure and communicate with the public—but unless those numbers are indicative of an actual evolving relationship with consumers and fans, they’re less meaningful than you might assume.
Above All, Trust Your Intuition (But Back it up with Data)
Intuition is your friend when it comes to social media. Human beings are social creatures, so it stands to reason that some of our most valuable social skills are ingrained. However, we have the ability to bolster those skills (and the outcomes associated with using them) by carefully analyzing the data we gather from our organizations, so make sure you’re doing just that!