Social networks: the middleman between your business and clients
Anyone can create a Facebook or Instagram page, feed it through publications and gain some followers. If you’re a business owner or entrepreneur, you’ve probably used some of the most popular social networks to showcase your business. But how effective is your strategy? You can’t be everywhere at once, and social network management is different for business than it is for individuals. Some companies manage social networks on their own, figuring that anyone can post on Facebook, Instagram or Twitter. That’s not the case.
Yes, anyone can publish, but you need to publish effectively. For most consumers, social networks are the first contact with your business, either through their own network or your ads and publications. You need to see it as an extension of paper communications: your online presence should reflect the quality of your products and services. Your credibility and reputation are at stake, and it doesn’t take much to lose control over social networks: a poorly written publication, a negative or clumsy comment or an inappropriate joke can impact your reputation. That’s why you need social network managers- professionals responsible for managing your web communications.
Seeing beyond publications
It’s more about communications, because it involves a marketing plan that includes, but isn’t limited to social networks. Like magazines, periodicals and newspapers, your publications are part of your marketing strategy and should be consistent with your communications, issues and marketing objectives. You need an editorial strategy and to determine the purpose of your social networks: do you want to increase your visibility? To increase traffic on your transactional website? Or do you want to improve customer service? Once you answer these questions, you have to set a publication schedule and content strategy with a timeline (you can’t just publish anything at any time). The same applies to ads; it’s essential to check out your competitors’ social networks if you want to distinguish yourself from them. There’s no point in repeating what’s already out there. A solid editorial strategy should be original, improve your SEO, acquire new customers, and increase your visibility and relationship with your customers.
It’s also important to analyze the various platforms available and determine which will work best. You can open an account on Facebook, Instagram, Twitter, Pinterest, etc. But is this what you need? Not all platforms reach the same audiences, and it’s better to maintain a single network than to multiply platforms and end up with several poorly managed accounts. The manager analyzes your needs and suggests the best platform (s) for you.
Hiring a manager for your company’s social networks means leveraging the quality of your publications (no mistakes, well written), on an editorial strategy consistent with your company’s marketing. It allows you to offer excellent customer service 2.0 and moderate comments on your publications. Keep in mind, however, that this is a long-term investment: you won’t see the results right away. With consistency and coherence you’ll see how social networks affect your sales of products and services.
Our team has several social network specialists who will help you establish your editorial strategy. To learn more about this service, contact us now!