Tips for Successful Social Networking Campaigns
That the communication has varied, can not be doubted. The use of social networks by consumers forces companies to rethink their strategies.
Consumers have “moved” to social networks and from there they interact with the world around them, express their tastes, talk about brands, decide on purchases and receive recommendations, among other things.
In fact, one of the big changes has to do with the first-hand information that is handled in the networks. The comments, complaints, claims or sayings that users of products and services leave on the networks generate the obligation to pay attention to this new niche. According to Gastón Taratuta, CEO of Internet Media Services (IMS), “today social networks provide us with valuable information that helps us develop more effective strategies to attract, retain and retain customers”.
Faced with this great change, TheMarketingHeaven offers ten tips to implement strategies in social media:
1. Clearly define the objectives
It is important to take the time to define the purpose that the campaigns will have before starting to advertise. Brands must define a strategy of presence in social networks before starting to act and do a conscious work of defining objectives. It is not the same to try to attract new clients as it is to increase the loyalty of those who already have them. Therefore, it is important to define why and how to be.
2. Promote content
Always try to understand the different ways to make the most of the content. In some opportunities, a content developed with a specific objective can be reused or resignified for a new purpose.
When developing brand content it is important that brands consider all the vehicles that will be used to distribute it.
3. Understand that there is synergy between the different platforms
Consumers do not spend all their time in a single social network, nor do they behave in the same way in all of them. Each social space is unique and allows a particular communication, therefore it is necessary to adapt to each network. The same content diffused in all the networks or works. Ideally, if you’re running a campaign, look for the benefit of each network, and empower each other.
4. Include Call to Actions that are strong and effective, designed for each vehicle
In networks, it is essential to include effective Call to Action strategies.
In order for social network campaigns to have a good performance, they require direct invitations for the user to participate in the conversation or perform a specific action such as watching a video, filling out a Lead Generation Card or following an account.
5. Make consistent efforts
When deciding to have a presence on social networks, brands must be consistent and decide to maintain the presence for a significant period of time.
6. Always Segment
Social networks allow for fine audience segmentation and it is important that advertisers use the ability to reach the right people at the right time. Brands that fine tune segmentation get a higher ROI (return on investment) on their investments.
7. Define a commercial calendar that is attentive to the conversation topics of the audience
Use the great moments of interest for the audience and the peaks of presence and conversation that can be anticipated in the year as a gadget for the brand’s messages. For example, in football World Cup times many brands have reserved guidelines for interacting with their audiences in that particular period.
8. Optimize, optimize, optimize
It is important to review the statistics generated by each social network and evaluate the performance of the ads day by day. It is important to analyze which actions had the best impact, which are the days and schedules with the most visits and which photographs and publications are the most commented and from this develop a more efficient action plan backed by the numbers. It is important to take advantage of all the tools offered by the networks and make the most of them.
9. Contribute something valuable
If a user gives “follow” to a brand in a social network probably because he feels affinity for that company, then it is important that the brand offers its users information, valuable content and quality services that attract and keep them interested.
10. It’s not all about the brand
It’s okay for brands to communicate the benefits of their products and services and those messages that they have programmed and that they want to permeate their audiences, but that can’t be the only thing that the brand communicates. The dynamics of social networks also requires bidirectionality, brands that listen to what their users have to say and respond to queries and complaints.