Just as social media has transformed how people interact with one another in modern culture, it has also changed the way marketers engage and communicate with consumers. It has only taken a decade for social media to alter the marketing landscape, and advancements continue to take place. Let’s look at the new rules of social media marketing, and offer some tips on how to get ahead.
Cohesive campaigns are a classic marketing must-have, and organizations have always aimed to deliver consistency across their channels with regard to voice, message and promotion. The best brands have an instantly recognizable look, feel and sound to all their marketing materials, ensuring that every initiative comes from a tried and true formula.
Now that 78 percent of consumers in the United States manage at least one social media account, according to Statistica, brand visibility has risen dramatically across these channels. This means that campaigns must be extended to the social environment, complete with branded voice and visual design. Automation platforms can help to make branded social campaigns more simple and streamlined initiatives.
Social media exists to connect people with one another, but only recently have brands begun to view this community element as an effective marketing tactic. By bringing individuals together over a common interest, a company can generate a lot of enthusiasm and excitement for its products and services. Brands should build a social media presence that entertains and educates.
“Don’t just look for followers,” explained Entrepreneur contributor Kelly Bolton. “Build a community with them. Put some personality and humor into your brand with your posts. You want to be ‘social’, after all. That means you need to entertain your followers once in a while.”
While brands are encouraged to take an “if you build it, they will come” approach to social media marketing, it’s no longer enough to passively grow a following. Companies now need to take an active role in communicating with individuals via Twitter and Facebook, whether it’s answering questions or acknowledging comments. This give-and-take dynamic is essential to maintaining high levels of loyalty.
“Interact with them,” continued Bolton in her piece for Entrepreneur. “Like and respond to their posts. Retweet them. And ask them to interact directly with your posts.”
It isn’t enough to simply remind consumers of a product or service on social media. These days, shoppers want the ability to click their way to a purchase directly from a social media platform such as Facebook or Pinterest. This is the dawn of social commerce, where brands facilitate a simple, streamlined buyer journey that begins right on the social media page.
The new rules of social media marketing are fairly straightforward, but can demand a great deal of extra time and effort. Brands should consider implementing a marketing automation solution that helps manage social media efforts with reduced workloads on the marketing department.