Social media, just like any other form of media, has both benefits and drawbacks. As someone who has grown up in the blossoming age of social media as well as started my professional career working on a variety of accounts, I’d like to share some insight on to best manage usage of social platforms.
Being straightforward, the goals and target market of each client are what determine the needs for social media. The first step of successfully running a social media account is to ascertain the need and frequency of posting. If a company’s target market doesn’t use a certain platform (or any platform for the matter) then a large amount of efforts should not be dumped into the account.
According to the PEW Research Center, 69% of adults in America are using a social media platform in 2018. Usage grows the younger the age group, meaning that if your company targets demographics below age 50, over half of your market is on social media.
Aside from using social media for inbound promotions, it’s crucial to remember that social media is also an opportunity for customer service. Many times consumers or members of the community will reach out for any purpose, asking questions about hours, product availability, job openings, sponsorship opportunities, etc. Just as a company would have a phone receptionist, having personnel available consistently to respond builds rapport and reliability for a brand.
As a marketer, it is my job to report on the social media accounts that I manage for my clients to be able to gain an understanding of the value of their investment. Graphs and data don’t always translate for a client; it’s essential to explain the rationale behind the content posted as well as suggested improvements learned from successes and failures. Efforts must be aimed at assisting in accomplishing actual business goals. Ask questions such as: Am I driving traffic to the website? Are customers contacting the store? Are we acquiring leads?
If social media is determined to be beneficial for a brand, we ensure that our clients understand the importance of consistency and appropriate messaging, and returning to reports and data to critique efforts. Each platform can be a great tool, but like any other tool, it should be used appropriately and only when needed.