The growth of social networks has led to the emergence of a new profession: community management. While most major brands have integrated it into their communication strategy, some companies are still hesitant to follow suit, preferring to stick to traditional marketing tools. Why and how should businesses use social networks? Let’s take a closer look.
A company’s online presence is no longer confined to a website; social networks have become essential for businesses. Here are some commercial reasons to use them:
1. Optimizing Website SEO
Social media activities enhance your website’s search engine optimization. The more you are talked about on social networks, the higher you’ll rank in search engine results. Like a blog, social media provides “juice” to your website and can contribute up to 30% of your internet traffic, making it a valuable asset, especially since your “fans” are often customers of the company.
2. Building Public Notoriety
Active participation in social networks introduces your company and products, demonstrating your existence. It has become common for brand enthusiasts to search for and subscribe to a company on social media. The absence of a social media page can be as peculiar as not having a website.
3. Tapping into a Customer Niche
Social networks serve as a valuable source for finding potential customers. These customers not only promote your brand by sharing your posts but also expose your offerings to a new audience. Depending on the social network, you can reach a completely different clientele.
4. Feedback Source
Social media provides a platform for receiving feedback on your products, allowing you to make necessary improvements to boost sales. The interactive nature of web 2.0 enables comments on your offers and launches, providing valuable insights, especially if you are physically disconnected from your target audience and lack a physical store.
To achieve optimal results, it’s not enough to just have a social media account; the key is optimization. Here’s how:
- Research and Define Objectives
Understand the existing social networks, their usage, and user demographics. Define your objectives and target audience, then choose one or more social networks accordingly.
- Create an Appealing Profile
Pay attention to the visual appeal of your page with an attractive cover photo and images. Craft a brief description of your company, activities, and include links to your website and other social media profiles.
- Build a Network
Actively connect with others to expand your network.
- Regularly Update Content
Keep your page active by regularly sharing information about your company, products, and engaging with current events. Social media allows for sharing diverse content compared to your website.
- Respond to Comments
Regularly check and respond to comments and messages. Create a human connection with your network members, even if they are behind a computer screen.
- Maintain Professionalism
Uphold professional ethics by avoiding vulgarity, informality, inappropriate photos, spelling mistakes, and criticisms.
- Analyze Audience and Competitors
Regularly measure and analyze your audience. Use your social media presence for competitor analysis and market research.
While social media management demands time, assigning this task to a dedicated person in your company, whether a communications officer or a freelance community manager, is advisable. Are you ready to take the plunge? Keep in mind that effective social media management is time-consuming and requires a dedicated individual or team.
