Ask any brand if they are on social media and almost everyone would say that they are. But are they effective in their social media strategy? Do they even have a social media strategy?
It every so often happens that I visit a brand’s social media pages and either find that all the platforms have exactly the same type of content or that they are just randomly posting – think “Happy Friday” or sharing a video that is not at all relevant to their page, their services or their audience.
The reason this happens is because some brands still don’t realise the value in having a presence on social media and therefore does not invest in it.
Let’s look at three ways to use your social media platforms to create an online presence that aligns to your overall marketing strategy and business goals.
Community Management management
This is exactly what it sounds like – managing your communities (audiences, followers, connections) on your social media pages, platforms and profiles. The Community Manager (or whomever the brand assigns to the job function) would set up the pages, post, engage with the community and handle any queries.
Social media marketing
When you market your social media pages, profiles or platforms, you are focusing on getting your audience to these sites and growing an online community of brand ambassadors. Events would take place with hashtags, launches would drive the audience online to participate in polls and surveys and the pages would be mentioned in any and all marketing material – email signatures, brochures, emails etc.
You would also be making use of paid posts; creating adverts about the page and your services or products, all with the intent of reaching a wider audience and leading more of your intended target market to your page.
Social media marketing lives inside your social media pages and profiles, typically not linking back to your website.
Many brands have tons of content on their website – blog posts, FAQs, events, news, training etc. Content Marketing entails repurposing the content to bring an already established online community back to your website. An infographic on Facebook links back to an event on your website – and the visitor is enticed to register.
While some brands stick to one type, it is usually best to apply a combination of all three. Not sure which one would apply to your brand? Let’s do coffee and let me see how I can help.