With a social media platform for every niche, seemingly everybody is on social media in some form these days. So, it makes sense that you would want your business to take advantage of these worldwide mass audiences, right? Easier said than done. Sure, you could create a page on Facebook and cross your fingers. But that isn’t going to do you any favors if your target audience isn’t there. It’s all about knowing your clients and targeting your best prospects. Who are they? Where are they? What do they do?
Inbound Marketing Blog
For the first several years from the advent of social media, businesses could take advantage of a HUGE audience to peddle their wares and promote their offerings FOR FREE. Could it be too good to be true?!?!
In short: yes.
I would never suggest that Facebook used shady crack dealer tactics to get people hooked and then start charging. However, at some point, someone (besides venture capitalists who--surprise, surprise--actually wanted to turn a profit someday) had to start paying the salaries of the smart, hardworking people of Facebook if we all wanted to keep using it to connect with friends, family, communities and to reach wide audiences as businesses.
In the age of social media, every company has jumped on the bandwagon and created a social media presence of some kind. Whether it’s a Facebook page, a Twitter profile, LinkedIn, etc.- businesses today are engaging with their audiences in a very real way. This is a valuable and essential component of their integrated marketing communications, and they're killing it.
Not every company’s social media presence has been created equal. Some companies have hit the ground running with their social media presence and have used it to strengthen their brand and build a loyal following of evangelists. Conversely, other companies are failing to see how to properly harness the power of social media to engage with their audience. If your business is struggling with social media marketing, it may make sense to look at some companies and brands that currently have a firm grasp of what it takes to be a social media success.
I've noticed an interesting trend in Facebook... more so in the last few months, but I think it's been growing for a number of years. Facebook has always been intended to bring like-minded people together; to bring friends together. It's been intended to allow people to continue to build relationships when they aren't in the same physical location.
Sometimes it feels as though the purpose of Facebook has become a place to tell everyone else they are wrong. It seems it's become a place that does a very good job of sowing the seeds of discontent. Because of this, I think it completely changes how we market.
If you are a social media manager, (or simply manage multiple business Facebook pages as part of your job), then you probably have already realized that Facebook has made some pretty significant changes to how you manage and interact on Facebook as the business. Or more specifically, how you CAN'T interact on the platform as the business.
Twitter has always been about building "meaningful connections with a relevant and engaged audience" (that's cute, Twitter). If you've spent any time on Twitter, you know that most things on the microblogging social medium aren't even close to meaningful. You've got Ranting Randy (Just stop already), Obnoxious Nancy (Cute animals, anyone?), Awful Amy (Must you slam everyone?), Overly-interested Ian (You know, you don't have to share everything you find interesting), etc. You know what I'm talking about.
As professionals who have distinct business goals and desire a certain amount of engagement, how do we approach our Twitter audience in a way that lines up with these goals and doesn't associate us with those on Twitter whom everyone dreads?
We are constantly hearing that the best way to reach Millennials is through media. While this is true, there isn't a cookie-cutter mold to go by to reach them. Many companies assume that simply showing up on social media platforms and popular apps is enough. This is just not the case. There is strategy involved, and this requires knowing how Millennials tick.
Creating effective messaging can be very difficult, especially in regards to messaging online. While the web is great at disseminating information to a large number of people, it isn’t always the best at maintaining the intended tone of voice. Oftentimes, brands put something out there, only to find that it has been wildly misinterpreted. This is how disasters begin. Social media platforms such as Twitter and Facebook bring interaction between brands and their customers to a new level, and require an entirely different approach than traditional advertising and marketing tactics.
When I started college, I had no idea what was expected or effective in Social Media posting and involvement. When I finished college, I couldn’t look at it as I did before. All of my preconceived ideas were mostly false. Let me share a few blunders that I learned along the way and how not to do what I did.