Social networks are ecosystems that form on the internet by groups of people with similar interests, and due to that affinity in certain topics, they create relationships and connections on different platforms. Social media management has become a key activity for all brands of all sizes and trajectories around the world, expanding the possibility of connectivity.
Thanks to social networks, brands can position themselves in the market, increase sales, build customer loyalty, learn from their audience, and make informed decisions based on the opportunities detected in the digital ecosystem. Therefore, effective management of these platforms is fundamental and must be considered within strategic plans for the success of any company.
To achieve better results with work on digital platforms, we share 9 fundamental points to achieve the desired success on social media:
- Define objectives and measure results:
List the goals or objectives that you want to achieve with social networks since these will guide what type of content should be generated and shared. With clear objectives, strategies can be designed to achieve those goals and measure the effectiveness of the actions to make real-time decisions about the effectiveness of the implemented actions with precise metrics.
While all brands should be present on social networks, their presence should be motivated by goals and objectives previously outlined, so measuring the efficiency of the work is essential to know if the strategy should be changed or improved.
The SMART methodology is an excellent guide:
S | Specific
M | Measurable
A | Achievable
R | Relevant
T | Defined in time.
“If you don’t get the expected results, change the strategy, not the objective”
- Choose the right platforms:
Companies and brands must be present on social networks, but this does not mean they have to be on all or any. Social networks are communities of people, in this case, groups of people who are on various platforms such as Facebook, Instagram, WhatsApp, Twitter, TikTok, and depending on the platform, they share in different ways and look for consume different content according to the channel and the time they spend there. Identifying which social networks the target audience of the brand is on, what type of content they consume on them, and how much time they spend there is valuable information for segmentation to share publications in the right place and at the right time.
- Help the followers:
The market has changed, and consumers now don’t buy what but why. Digital relationships are similar to physical relationships; only over time and getting to know people, in this case, brands, can trust be gained.
Relying on the brand’s purpose is ideal for capturing the interest of the target audience. Solving problems, providing information, and sharing insights are part of a specific inbound marketing technique to attract and capture qualified prospects, ready to consume non-intrusive content and build loyalty with content that demonstrates that the brand understands their needs, fears, and motivations.
- Socialize:
Social networks are the main and best tool to get to know the buyers and users of each brand and make decisions based on the conversations that are had, get to know them, and learn what their fears, motivations, the type of content they like the most, and design content that improves and deepens the relationship between communication, product or service, price, and the experience offered.
Social networks are as their name suggests are networks for socializing, so this space must be taken advantage of and interact with followers, ask them, comment on them, respond to them, and keep them informed about the processes or behind the scenes of the brand.
Interacting also motivates followers to react positively towards the brand and will improve overall engagement.
- Consistency:
At Conceptus, we compare social networks to going to the gym because results will only be seen with consistency. We have not been able to decipher the algorithm, but the metric confirms that consistency is key to success on social networks, and there are two topics that must be consistent: the message and the times that message is disseminated. After knowing on which platforms, at what times, and what content should be shared, this must be done frequently, the more publications are seen, read, and shared, the easier and more timely brands will appear in the feed.
- Use hashtags:
Be careful! Hashtags are not for increasing engagement (likes), hashtags are exclusive so that brands can be found on social networks through key words or topics. They must be used appropriately! The excessive use of hashtags or tags may seem like spam and this may be punished by some platforms and banned by some users. With what words do you think the target audience would search for the brand’s services or products?
- Accept criticism:
Criticism and negative comments on social networks should be used as improvement opportunities. If a user took the time to make a criticism, it must be resolved and really taken into account to improve the user experience with the brand.
- Monitor the competition:
In digital matters, strategies are easy and quick to implement. Carrying out a benchmarking of the competition allows, above all, to better understand the behavior of the people who are part of communities within the same sector. What should be known about the competition? Conversion analysis, which hashtags are used, what followers say, what they communicate, and how often? This will ultimately help strengthen the strategy, adapt to the environment, and react in a timely manner to the activities of the competition.
- Invest in digital advertising:
Every day the number of social media users increases, and every day there are more brands that expose their services, products, and brands in these spaces. Investing in digital advertising allows the content and communication of the brand to reach more people faster and captivate more hearts and be at the top of mind of more users. Digital advertising, unlike traditional advertising such as billboards, TV, and radio, allows targeting the desired audience based on location, gender, interests, and behavior on the internet, achieving greater visibility.
If you are looking for support to strengthen social media management, we can help you with a tailor-made plan that enhances your brand with digital strategy.
Let’s talk!
