Social Media Overload

New social media platforms are constantly popping up and fighting to be the next Facebook or Twitter.  As the original platforms developed, brands began to recognize their use for the business world in advertising and marketing.  As these social media platforms evolve and businesses recognize their uses, it is important for business to determine their ROI versus their effort.  Businesses need to look at what platforms are successful tools for accomplishing their marketing goals.

Social media platforms are a great tool for connecting and communicating with a brands customer.  In a report from Boston Retail Partners, it was found that retailers could use social media in various ways to improve customer relations.  Most importantly, retailers are collecting customer feedback via social media as, “59% of retailers utilize social media comments as a means of measuring customer satisfaction” and “60% of retailers capture customer feedback and insights from social media and online comments” (Parry, 2016).  In order to connect with different customers, different platforms should be used.  This array of platforms will give the business an array of feedback.  Additionally, multiple social media platforms gives customers multiple ways to connect with a company.

Multi-platform marketing can be successful for a business if a few a key guidelines are followed as outlined by Kristin Hoyde (2015):

Consistency – Instead of posting when you have time, post something at the same times every day so your audience knows when to expect it.

Quality content – Don’t just post content to post it. Have something meaningful to say that your viewers will want to read.

Engagement – Interact with your audience through social media, whether it’s by answering questions they post or by asking questions yourself.

Images – Don’t just post links and text. People love pictures and infographics. Visuals are processed 60,000 times faster in the brain than text. Businesses that have used infographics have grown in traffic 12% more than those that don’t.  

Businesses should also consider their business type and what social media platforms portrays their business accurately.  For example, a salon may want to maintain a Facebook page for business to detail their important details such as hours, location, etc.  Facebook is a great anchor page for a small business that may not maintain a separate business webpage.  Facebook is also a great visual medium.  A salon would want to show off their final product in the way of photos for potential customers to see their body of work.  Businesses that want a simple landing page for their business with the basic information such as hours and location can use Facebook for this simple information in leiu of a sophisticated webpage.  Facebook is also appropriate for businesses that want to display their products in order to entice customers. 

Facebook has recently upgraded their Page tools by adding booking and ordering for social recommendations; and local event discovery.  As seen below, a salon is able to use the booking feature to allow customers to book appointments via Facebook:

 (image from Sterling, 2016)

These call to action buttons allow customers to further interact with the business and make the Facebook business page a one stop shop for a customer.  Facebook Messenger acts as the confirmation communication, starting a one on one conversation between business and customer.  With these improvements, businesses can be benefit from a, “more useful and utilitarian for local discovery and commerce” Facebook platform (Sterling, 2016). 

Instagram would be another recommended social media platform for a business looking to display its work visually.  Users could be encouraged to share their successes with the product via this platform by tagging the location as well as business specific hashtags.  Instagram’s reach is important as it is a mobile based platform.  As users move toward more mobile access, Instagram’s relevance for a business increases.  Luckily businesses have the opportunity to integrate the two platforms for easy use. 

As previously mentioned, it is important to plan the implementation and use of a business’s social media platforms.  This will ensure that the correct platforms are being used and accomplishing the appropriate goals.   The following elements help a business plot out their social media platform and goals (King, 2014): 

The Channel (For example, Facebook.) Continuing with the example, we could look at Instagram for a local salon.

The Persona (Who are you specifically targeting? Please choose one.)  The salon may be looking to recruit younger clientele.   

The Goal (Is it a sales goal, cost-savings goal or are you trying to create a better customer experience?)   With younger clientele, the salon hopes to increase sales.

Primary Content Type (Textual, video, infographics?)  Photos will be the primary content.

Structure (What does a general post look like?) A post could contain a photo of the finished hairstyle with location tagged as well as applicable hashtags.

Tone (Playful, sarcastic?) A playful tone seems appropriate for a younger clientele.

Channel Integration (How will this channel work with your other channels for maximum impact?)  The salon could integrate its Facebook and Instagram accounts. 

Desired Action (What user behavior do you want to achieve?)  The salon would like interaction with new clientele and hope for bookings by these new followers. 

Editorial Plan (Every channel needs its own editorial calendar.) A calendar for the salon would follow. 

By plotting out the goals, use and schedule of social media platforms, it will ensure that a business is efficiently using the platforms and accomplishing set goals. 

Social media platforms can act as the frontline for a business.  They can introduce customers to their product, act as an engagement tool and continue to cultivate a relationship.  “Connection is the first step. The first 50%. Conversation is the second step. The second 50% “(Brown, 2013), making the engagement with the customer just as important as the initial contact.  Social media platforms are important for a business in terms of advertising as well as social interaction.  A company should look at their business and goals to understand what social media platforms work best for their brand.  Finally, a business needs to be interactive with their social media platforms, simply posting information will not accomplish a brand’s goals. 

References:

Brown, J. (2013). Connection vs. Conversation. Retrieved October 31, 2016, from http://www.socialmediatoday.com/content/connection-vs-conversation

Hovde, K. (2015). Why Every Business Should be Using Multiple Social Media Accounts. Retrieved October 31, 2016, from http://www.business.com/social-media-marketing/why-every-business-should-be-using-multiple-social-media-accounts/

King, C. (2014). 20 Social Media Marketing Tips From the Pros : Social Media Examiner. Retrieved October 31, 2016, from http://www.socialmediaexaminer.com/social-media-marketing-tips-pros/

Parry, T. (2016). 5 Key Areas to Use Social Media to Improve the Customer Journey. Retrieved October 31, 2016, from http://multichannelmerchant.com/marketing/5-key-areas-to-use-social-media-to-improve-the-customer-journey-23082016/

Sterling, G. (2016). Facebook adds new tools for local discovery and commerce. Retrieved October 31, 2016, from http://marketingland.com/facebook-adds-new-tools-local-discovery-commerce-pages-195336