Although I can’t consider myself a social media expert, the basic knowledge about this new (yeap, it’s still new) way of communicating and engaging with customers, is a must-have for all marketers. Here are a few things that I consider to be important when engaging in the hazy world of social media:
- define consistency. For example, periodical posts can get you a certain required behaviour of your customers. It’s also important to define your position when communicating. Find the right “tone” and keep it!
- listen, search and know your customer. It will help you build the right message and deliver it at the right time. More than that, you’ll have a true focus of your marketing efforts.
- don’t be afraid to interact… even if your customer is mad. People have a constant need of being noticed. Take charge and give them the importance they deserve.
- be relevant. Once you know your customer, be sure to deliver the right message to them. This is the way of saying: Hey, I know your needs, I know your habits… here’s our solutions! And it will get you close to your customers.
- timing does matter! With the abundance of information on social media, wrong timing of your messages can result in a lower rate of response from customers.
In the end, remember that social media is more than clicks. You must also consider: brand mentions, number of fans, page views or customer post. As marketers, we should always quantify the outcome of every single marketing action.
Definitely, social media has already changed the way we communicate and in order to “survive”, we must rapidly adapt and find the right solutions.
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- Thanks for posting. I'll not agree that marketing automation has to be expensive. Right now there's quite a lot of tools, like GetResponse, active campaign or mailchimp, that make marketing automation quite affordable for smaller companies. It's pretty much all about testing the tools and see what fits your business and strategy.
- Thanks for the answer! That sounds good, even if it is not strictly about Facebook status updates. However, the lack of metrics makes me think that the customers coming directly from Facebook organic post are rather the exception than the rule, i.e. the orders are insignifiant compared to the total orders generated by online marketing and as such, the role of the Facebook website is still PR (maybe not 100%, but 99.98% :) ). I would love to be confuted on this point.
- One of our eCommerce clients has monthly customers coming directly from Facebook organic posts. Also, the Facebook ads have very good results in terms of sales. For our B2B clients, Facebook is a channel that assists the sales... even if there are not direct sales.
- "From our results, we know that Facebook status updates can get new customers, not just convince fans that the business has morals and positive values. " - I am curios about the figures behind this statement. Was this a one time status update that brought new customers or does that happen regularly, so that one can really plan (i.e. set goals) a specific number of customers/orders or value of orders generated by status updates?
- It is a simple answer and introducing paragraph is covering this: "Does Social Media sell or does it only get people to know your business better? This is a good question. From our experience, Social Media can do both if the job is done well." PR is producing knowledge value transfer but is not direct selling. Marketing is producing knowledge and could transform information in money. Marketing is covering PR. Social Media Management is more than, not only an activity field. Social Media is in the same time a battlefield, a knowledge transfer field, a marketing tool, or a sales remote open agent. But social media could be also education classroom, professional forum, services laboratory, and many, many others.. From this perspective any type of Agency or Job position is using SM for his own purposes. Inside of any organization there are different jobs who cover SM activities: PR, Marketing, Business Development Board, HR, CRM... It is a current trend in corporate structure companies to create a special SMM job position affiliated do Mktg and Sales Department.
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