What is Social?
Social Media is the channel that differentiates a genuine brand and business from an online operation whose sole aim is to push sales. Google is leading the way in privileging quality content in its ranking algorithms, and this extends to the Social presence of a given company.
Social Media should be perceived as the channel from which you engage with your audience, build their trust in your brand, and create a firm foothold in their consciousness of you as an expert in your sector. It’s not about hard and fast sales—but it’s nevertheless important in and integral to the sales cycle.
Google has recognised the above in its latest series of algorithm tweaks, by affording the highest visibility to those online businesses who have a “full” online profile, i.e. one that reaches out to its target market and offers advice, enters into discussion, and, ultimately, adds value to the overall online experience, beyond driving a hard and fast sale.
Furthermore, Social Media is as much about listening as it is speaking: in fact, it’s effectively the new eCRM, whereby you should respond to queries from your customer base, resolve any problems they may have, and demonstrate excellent customer service. The reward for you lies in repeat custom and recommendation, which, in itself, drives conversion.
In some respects, Social Media is the most delicately process-driven of all the channels. In order to reap genuine rewards here, you must:
1) Listen to and analyse your marketplace: what are people saying about you and your competitors?
2) Build appropriate social platforms: it’s all well and good to have a Facebook, Twitter and LinkedIn profile, but you need to maintain these with fresh and engaging news, updates and offers.
3) Ensure that any posts that are sponsored/promoted, along with any advertising, is as targeted as possible, to avoid excessive spend.
For a discussion about all of your Social Media options, speak to an expert today. We’re always on the lookout for new challenges!