Ahead of posting your standard self-promotional wankiness on Facebook, Twitter or Instagram, you better be carrying out some research into both your brand and the industry sector.
Start by getting a fuller understanding of where your audience may be spending their time online and – ultimately – whether or not it’s a place that they’ll be likely to want to interact with you. If you’re selling haemorrhoid cream for instance, sure – your customers are definitely on Facebook – but regardless of where your users are spending their time online, the chance of them purchasing, liking or sharing one of your posts, regardless of sentiment or context – and let’s be real here – is pretty fucking slim.
For instance, the social media platforms that may typically be used for promoting a business to business/service-type client (think LinkedIn, Twitter) would likely be very different from the platforms selected for promoting a standard business to customer/eCommerce client (Facebook & Instagram, perhaps). Once you’ve researched the best platforms for your company at a top level, you’re ready to carry out more detailed research – and investigation – ahead of creating a tailored social media strategy and posting plan. What are you going to post, where are you going to post it, when are you going to post and – last but not least – why are you going to post it? If the answer to your last question isn’t driven by the bottom line of your business – in 99% of the cases – then, quite simply, don’t fucking bother.
This research should then be condensed into documents that will form the basic framework for all social media activity going forward, and will be refined over time, inline with experience, results and ongoing research. When carrying out social media activity, a large aspect that needs to be catered for, is brand-monitoring and management. It’s essential that the public perception of your brand is at the highest it can be, always.
“God, I just hate [YOUR COMPANY]. #wankers”.
Remember just because you don’t have an online presence on a given social media platform, doesn’t mean you aren’t being discussed; regardless of context. If you’re not on the channel in which you’re being discussed, you run the risk of not being able to address any issues, concerns or complaints that could arise.
Further to this ongoing organic channel management, if you want to be incredibly specific in terms of targeted advertising, it doesn’t get much more efficient than using a social media platform. Taking Facebook as an example it has more than 1,500,000,000 users (30,000,000 in the UK) all of whom it will have – at least to a some limited level – data on and an understanding about. This incredible pool of data and insight, though arguably considered ‘creepy as fuck’, is available to some extent to advertisers; creating an immense opportunity for most businesses.
If you’re looking for further guidance, advice or assistance with your social media marketing – or are still deciding whether or not it’s the right channel for your business – don’t be afraid to get in touch for an informal discussion.