Social networks are an important tool of online marketing. Its great advantage lies in its ability to reach the target audience and promote non-intrusive engagement. Therefore, before launching and establishing your brand in Social Media, a strategy should be properly conceived and planned.
Key and essential aspects of a Small Business Strategy in Social Media
To design an effective social media strategy is important to consider those essential elements that will help take care of all the details, and know how to act at all times:
Before starting to make an appearance on social networks, there has to be a clear understanding of who the target audience is, and what networks are the most effective to reach that audience. The target audience should be prioritized in order to begin to trace the path that will lead the brand to them.
Study and know the product
Is there a special quality that makes the product or service stand out? What elements or characteristics can be highlighted? What differs from the main competition? From this analysis original features and attributes can be determined giving a competitive advantage to the brand on a social media strategy.
Exploiting the social power of the brand
Social networks allow conveying our brand personality, those values and qualities that make it unique and special, and with which the target audience feels connected and identified. This attitude also encourages brand recognition, promoting the word of mouth online and raising awareness of the brand among the target audience.
We cannot forget that social media is a channel open to conversation, where users are close, and willing to discover and share content. If the message is aggressive it will be rejected. It is therefore important not only to know what to say in social networks, but also how the message will be delivered.
Proper management of social networking means having professionals
The voice of the brand in the online environment cannot be left to people without familiarity with the project, or trained to perform such a great task. Depending on the strategy, brand and resources available, this activity may fall into the hands of a single person, or requires an entire department. It is always advisable to adapt the strategy to the budget, and set priorities along with achievable and measurable goals.
It is not necessary or advisable to be on all social networks
When selecting which channels to develop a Social Media strategy, a small business should choose the channels based on the aspects mentioned above. Everything depends on the audience to be targeted, and what the resources are. The fact that Facebook is the social networking giant, should not force the brand to focus its strategy on it. In fact, a brand focused on ecommerce, with women as a primary purpose, should probably draw its efforts towards Pinterest as the main destination.
What, how and when to act in social networks?
Before answering these questions, it is clear that each brand is different, so there are no universal laws that guarantee success. However, various aspects can be taken into account, although it is always advisable to try various options in order to draw our own conclusions and adapt the strategy.
Thus, it is important to know that pictures and images triumph in social networks. Publications with images can register up to 53% more likes and 104% more comments on Facebook, or 150% more retweets. An activity that results in sales and conversions, 92.6% of consumers base their purchasing decisions on the visual component of both the product itself, and its communication.
On the other hand, saturation is one of the main reasons why users leave or un-follow a brand. It is therefore appropriate to design a publication schedule, in order to control the content that is broadcasted, and analyze the most appropriate time for the performances in every social network. Thus, for example, it is advisable not to share more than two daily publications on Facebook. On the other hand, Twitter is much more flexible, and here it is recommended to publish news several times a day, even send the same content, albeit varying the message of the tweet.
As to the time and frequency of publication, there is no foolproof manual so we must resort to trial and error. For reference, several studies indicate that the subject and the online user behavior also affect the scope of actions.
For example, the first thing in the morning is ideal for transmitting information, Twitter being the ideal for this channel. Furthermore, users relax at noon, and consult other entertainment content, going to Facebook to keep abreast of the latest publications of their acquaintances.
An activity that is also made late in the day, when they are actively seeking information on products and offers. This could be the ideal time to make an appearance Pinterest time.
As we see, there is no foolproof way to act in social networks, although a number of basic and essential premises can guide us when it comes to knowing how to develop an online presence recipe. The unwritten rules of action and behavior in these platforms should be focused around meeting customers’ needs and provide a positive experience with the brand.