For over 10 years, social networks have been transforming the way we communicate. And businesses are no exception: more and more companies, large and small, are using social networks as a marketing method. According to INSEE , 40% of French companies with 10 or more employees have one or more accounts on social networks.
But today, for businesses, it is no longer a question of whether to promote their products or services on social networks. It is a question of knowing how to use them to their advantage. It has been proven that investing in a social media strategy ultimately leads to an improvement in traffic, brand visibility and customer satisfaction. It is even the first point to develop if you want to strengthen the digital visibility of your brand . However, communication managers often do not have the time or the resources necessary to be present 24 hours a day on a dozen platforms.
So how do you make the most of your brand’s social media presence? Here are 6 simple tips to implement that will help you better manage your business’s Facebook, Twitter, Instagram and other accounts.
Schedule your posts
Time is precious for communications managers. To make the most of it, it is important to schedule the publication of content on social networks. Since social networks are closely linked to marketing, you should start creating content as soon as the overall marketing strategy (and the campaigns that go with it) is defined. By planning ahead, you will have a clearer vision of the direction of the publications.
Spend your time on strategic decisions and hire a social media specialist who will bring new creative ideas. You can start your collaboration by validating their ideas before publishing to ensure the quality of their messages.
Most social media management software allows you to schedule content over several weeks or even months and track the performance of your campaigns. The more you post, the more you improve the engagement of your posts with your community.
Pro tip: If you schedule your posts well ahead of time, keep an eye on current events. In the event of a natural disaster or other dramatic event, you may need to revisit your planned content to make sure it’s still appropriate.
Adapt content to your audience
The quantity of content you post adds weight to your social media presence, but it’s the quality of your posts that matters most. Without a social media strategy tailored to your target audience , your social media efforts will get lost in a sea of content.
Stand out from the crowd
Once you’ve identified your target audience, how do you stand out to grab the attention of your potential customers?
For example, create a series of posts about best practices in your industry. Publish a new episode every week, like a TV series. Your followers will definitely get hooked!
Rely on your community
There’s nothing like a community to improve the impact of your content and the engagement of your customers. And the attention you pay to this community directly influences the image you send to your prospects. Be responsive and aim right.
Pro tip: Respond to comments quickly and create stories that your followers will want to play a role in. Take advantage of local events and discussion topics started by your community.
Measure the outcomes you have influence over
Once your tailored and targeted content is published, you only have one question left to answer: does it have the expected effect? But how do you monitor and verify the effectiveness of your actions on social networks?
First of all, you need to differentiate between vanity metrics , these flattering measures over which you have no control (the number of likes on a post, for example), and the measures that you can actually influence. On each social network, measure different elements such as engagement (number of interactions, shares, retweets, etc.) or the number of subscribers.
Keep in mind that your subscribers or followers and those who like your publications have distinct profiles: only the former are really asking for your content.
Captivate your customers to retain them
As your online presence grows, you have more opportunities to interact directly with your customers. Take advantage of this opportunity to be responsive and delight your customers with personal touches
