Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Clipping is a handy way to collect and organize the most important slides from a presentation. A comprehensive social media strategy is imperative to business success in a digital world.
Social media is more than simply making posts on Facebook and responding to customers on Twitter. If you don’t have an active social presence that both engages and informs users, you are losing customers to competitors that do. Monitoring the social space for mentions of your brand to prevent reputation issues from taking shape. Responding to customer service inquiries and product questions to ensure a positive experience with your business. Creating meaningful one-on-one relationships with customers that will lead to return purchases or recommendations to their peers.
Whatever social networks you decide to be active on for your business, there are some best practices you should follow to achieve social success.
Make sure you are posting enough that customers are up-to-date on your products and services, but not so much that they feel as though they’re being bombarded with updates.
You may be tempted to fill your social networks with news about sales, specials, and promotions.
Tools like HootSuite, Sprout Social, and Buffer allow you to schedule posts, measure engagement, and monitor social chatter about your business. Being in tune with your audience’s interest will help you engage with them and will build a strong customer relationship. Monitor industry publications, competitor social media accounts, and popular blogs to stay aware of what’s important to your customers. There are hundreds of social media sites out there, and obviously your business does not need to be on all of them. Put the URLs to your social profiles everywhere: your website, your email signature, your promotional materials. Twitter: With over 280 million monthly active users, Twitter is another popular choice for businesses.
Aside from the popular social networks, you may find that there are niche social media communities that make sense for your business to be active on (for instance, Birdpost for bird watchers and Ravelry for knitters). While they may not have the audience size of Facebook, these niche social networks likely have a much more targeted demographic for your business to interact with. Social networks have become a prime channel through which customers solicit customer service.

These tips will help you keep your customers happy as well as protect your brand’s reputation.
Answering questions and thanking customers for their patronage is easy, but what happens when someone slams your company? At the very least, request that they email or call you to continue the conversation so that it’s not publicly plastered all over your social accounts. Most social networks offer some sort of paid promotion or advertising features to help get a brand’s social media account or posts in front of more eyes.
Facebook ads are the most common and prolific social media ads due to their ease of use, hyper-targeting functionalities, and price.
Ads can be targeted broadly to a particular geographic area or industry, as well as more granulated demographics including specific interests, hobbies, and online purchase behaviors. Twitter has a similarly easy-to-navigate self-service platform and provides a robust analytics section to measure the effectiveness of ads. LinkedIn’s self-service ads are fairly limited, with the more robust products offered only to marketers with a sales rep at the company. Because LinkedIn caters to professionals, there are a variety of handy targeting options including job title, industry, and company size. We love tools here at Internet Marketing Ninjas, and we’d be remiss not to share some of our favorite social media tools. Read further: Start Monitoring Your Online Reviews Now: No Excuse for Ignoring Online Reputation!
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Talk given to the Merseyside and Lancashire MOB on Google Plus and the power of it for business. 93% of marketers are using social media for business – are you part of the 7% that doesn’t? Good social media takes time and effort, but a social media manager will help you use your time wisely. The first step is identifying which social networks will be the most beneficial for your business.
Deviating from your set username can confuse your customers and make it more difficult for them to find you. There are a lot of social media sites out there, and it would be a waste of your time to try to be active on all of them, especially if your target audience doesn’t spend time there. 71% of online adults are on Facebook, which makes this the first step when setting up your business’s social profiles. Due to the conversational nature of Twitter, this is a very popular platform for addressing customer service concerns and connecting with your users.

It is a factor when Google decides what to display in the Knowledge Graph for branded search terms and continues to have an active scene in Communities. 35% of consumers have asked a customer service question via social media, and 53% of users expect to hear back from the brand they’re interacting with within one hour.
In a study, 38% of users said they felt more negatively about a company if they didn’t receive a timely response.
Whether the customer is right or wrong, remember that social media is public and what you say will reflect on your company. If a customer is taking time out of their day to praise your business, thank them for their patronage. Since customers will be counting down the minutes until your response, take the time to nail down your strategy now so you’re able to nip problems in the bud as they happen. If you attempt to remedy a situation with a customer and they are rude, hateful, or continue flaming your company, it’s time to move on. Reading case studies about companies that have mishandled or successfully handled a social disaster can help you build your own strategy. While companies can rely on organic reach and word-of-month for increased exposure, paid promotion can ensure wide reach and help drive more traffic and leads in a measurable way. They are becoming even more popular as Facebook slowly drives brand updates out of users’ News Feeds in attempts to show what it deems more relevant content. Businesses can also create a Custom Audience using phone numbers or email addresses to help reach customers you already know. Users can be targeted by their geographic location and interests as well as by similar accounts that they follow. 74% of consumers rely on social media to inform their purchasing decisions, with 47% of Americans saying that Facebook is their top influencer of purchases.
Users are far less likely to interact with brands if they feel like they’re actively being “marketed” to. That goes for scheduled posts, as well – an innocuous tweet posted at the exact wrong time could result in a social media disaster. Use a tool like CheckUserNames to see if your chosen username is available on the social networks you plan on using. Either way, they can provide valuable insight into your company’s strengths and shortcomings, and allow you to improve your business based on their feedback.

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