There have been a few setbacks in the social media management strategies recently. There were instances of fake news, spambots, and data hacking on major platforms like Twitter and Facebook. Thousands of data leaks, large-scale misuses of users’ personal information, and serious data breaches have shaken even the most die-hard fans of social media. This has caused mistrust among users and an exodus. Moreover, governments across the globe are increasingly regulating the platforms. As a result, Twitter, Facebook, and Instagram severely restricted third-party apps and introduced new community guidelines. Google+ even pronounced to close down its network for private profiles.
Businesses find it harder to manage their social media channels as well with the severe restrictions on third-party apps. Facebook changed its algorithm to decrease the visibility of marketing content from business pages, and brands on its Newsfeed. According to Facebook, the social network favors content from friends, groups, and local news sources. As a result, this new algorithm kills organic reach and engagement for brands and publishers. As a result, companies are investing more in paid ads to increase their visibility and foster conversation.
Social media is changing the way brands and users communicate through social media. Here are
10 Social Media Management Strategies For Business
1. Social Listening
You can use social listening to analyze online conversations about your products and brand, your market, as well as those about your competitors.
Keeping track of your audience’s engagement allows you to understand their interests, concerns, and challenges. Your business will be able to identify potential customers and provide useful information about your products and services for those that may ask.
Engagement on social media can be increased by listening to and interacting with your communities. It is also possible to find and create key influencers and link them to your brand.
When customers criticize your products or services, an active social media community can impact a business negatively as well. Social listening helps businesses identify and address customer complaints. In order to win back unhappy customers and prevent shitstorms, employees should respond promptly in a professional and empathic manner.
It allows you to collect important information that will greatly benefit your future marketing campaigns, brand loyalty, and development.
2. Content marketing is the new marketing
The future of content marketing is bright, even with the changing trends in marketing and technologies. It has become a critical component of marketing. As audiences are exposed to more and more content a day than they could possibly consume, the bar for quality continuously rises, forcing companies to improve their content strategy. The business that understands content marketing and has a content strategy in place is likely to succeed.
The better you know your audience, the better your posts will catch the attention of your target readers. Adding value to your readers will make your posts memorable.
- Provide tips, strategies, how-to-tutorials to make your customers’ lives easier.
- Provide entertaining content that gets to the heart of your audience.
Content marketing is one of the most effective tools you have for building your brand, building trust and authority, generating more traffic and qualified leads, and finally, increasing conversion and ROI.
3. Integrate your social media management strategies in your business
Through social media, feedback has become a decisive factor in marketing success. Connect your social media strategies to your business marketing in order to plan, execute, and monitor your brand messages and to develop customer relationships. Use your business blog as a content hub for creating, collecting and publishing your marketing content. Share each piece of content you create on social media to increase reach.
Maintain a consistent and recognizable corporate brand by maintaining an appropriate social media presence to manage your day-to-day interaction with customers and prospects. Utilize social media for your content creation process by using feedback and analytics.
- Bring your whole business communication team into social media management.
- Place social media buttons everywhere in order to connect every content format and every marketing channel with your social media activities.
- Make it easy for your website visitors, blog readers, and also for your newsletter subscribers to follow your social channels.
- Make it easy for them to like and share your content and images to their communities.
Ensure your content is integrated and interconnected with all internal and external channels to achieve maximum visibility, publicity, distribution and exposure.
4. More value and education, less selling
Customers and prospects will benefit from a sustainable content strategy that provides substantial’s, helpful content. Content that focuses on customer happiness and success will not only deliver more satisfied customers, but will also win the hearts and minds of influencers and brand advocates along the way. You can create authentic value content for social media by including user-generated content and inviting key-influencers into the content creation process.
Companies must provide maximum customer value in the era of social media management strategies to increase word-of-mouth marketing and build stronger and long-term relationship.
- Make sure your content creates interest for your audience, combined with a unique value.
- Use help content to equip your customers for success. Content that educates customers and supports them on their way to success. Content that contains answers to key questions (i.e., issues coming up in sales and support), provides solutions for common problems and challenges in the industry, discloses insider know-how, templates and tips.
- Include user-generated content from happy customers for more authenticity.
5. More visuals, less text
Images and videos are two of the most popular forms of online content. Visual content is more likely to be shared, liked, and commented on than textual updates and messages. People are visual learners by nature. People remember visual information 65% longer than text information, and video goes beyond what pictures offer.
Approximately 85% of the total internet traffic today is video content. However, the power of video has yet to reach its peak. Videos are still the most popular social media format. The number of organic and paid video views has increased significantly. Now live streaming is becoming more popular. Live streaming is becoming increasingly popular among businesses of any size.
Instagram and Facebook started to compete with Snapchat with the introduction of Stories, which work in exactly the same way. According to Statista, Instagram broadcasts more than 400 Stories daily and therefore has long since outnumbered Snapchat users.
You should give your best effort.
- Illustrate your posts with graphics, photos or infographics.
- Create infographics and videos from your best performing blog posts.
- Always share your social media posts with an image or as an image post.
6. Express yourself more Emojically
Today’s customers expect businesses to be human, especially on social media. Business messages and campaigns need to convey emotions.
Social media channels with a human voice and a personal touch are more likely to encourage engagement from followers.
- Make sure you always create an emotional experience for your audience.
- Use images, life-streaming, videos, and stories to convey more emotions and to personalize your business content for your customers.
- Emoji can also help to express emotions and reaction when texting or messaging followers and communities. However, Emojis are not universal. Individuals bring their own personal experience to how they interpret an emoji. So use emojis with utmost care and common sense.
7. Experiment with media formats and social platforms
- Don’t stay with your status quo. Invest in new platforms, try different post ideas and stay alert and up to date in order not to lose ground.
- Mix up the length of your content. Use long-text format for cornerstone and evergreen content and mix it with snackable content like memes, infographic or short video clips by using spinoffs from your big contents.
- Experiment with different media and message formats for cross-promoting or resharing your content. Always vary your comment a little, using different text messages, #hashtags, hash flags, emojis, or include different images, or use different post formats (image posts or link posts).
8. Distribute or Die
As both offline and online worlds become more crowded, content distribution will remain a vital driver of a successful content marketing strategy.
Content on your corporate website or blog will only reach a very limited number of customers and prospects. Content shared once on your social media channels will also only reach a tiny fraction of your followers. Don’t let your content go stale by leaning back and waiting for something to happen.
Dig deep to discover the distribution channels unique to your audiences. Use any available channel for getting your content in front of the right people. Use as many channels for any piece of content you create and interconnect your channels.
An integrated seeding strategy with multiple outlets and channels for publishing, distributing, and promoting your content helps to bring your messages in front of as many targeted eyeballs as possible. Social media helps you to get the most reach for your content. By re-purposing and syndicating your content for multiple content formats and campaigns, you can create more unique messages and more touchpoints for your targets.
9. Cross-Promote Your Content on Social Media
- Share your content on your profile and pages on Twitter, Facebook, Google+, Instagram, Pinterest, Reddit, but tailor your message for each community and schedule your posts for different times or days.
- Share your content on LinkedIn, if your post is business related.
- Also share your content in appropriate groups on Facebook, Google+ and LinkedIn or in Reddit subreddits, but use different comments and schedule your posts at different days and times.
- Share all shareable images for each or your contents with links to your site on Instagram, Pinterest, and Flickr, but also on Twitter, Facebook, Google+ to use different visuals for re-sharing. This will attract more eyeballs and extends the lifespan of your content.
- Share your content in Social Bookmark communities such as Diigo, Digg or StumbleUpon.
- Re-publish your post on blogging platforms such as Medium, Tumblr, Bloglovin and LinkedIn Pulse, but edit your posts a bit and wait for 5-7 days to let Google index your original post first.
10. Use smart social media automation to reduce workload and ensure consistency
- Use social media tools for creating a consistent mix of your own content and curated content.
- Ensure a balanced variety of contents and media formats on your channels.
- However, by choosing social media tools and apps, make sure to select tools that allow you to create individually tailored messages for each of your channels and communities, even if you are sharing the same content across multiple platforms.
- Make sure you can combine as much automation as possible with as much as individualization to keep up a human factor for your social media messages.
Conclusion: 10 Social Media Management Strategies For Business
Social media will continue to play an important role in your business strategy. However, social media is constantly changing and it’s becoming harder and harder to keep up with the speed of how social media is changing the game.