When you decide to take your brand social, it is important to understand two important factors. First, you need to understand that taking your brand to Facebook, Twitter or any other social platform requires commitment to interact with your followers and users. Social networks operate on the premise of interaction. Simply creating a Facebook page for your brand and expecting people to find you defeats the “social” aspect of using Facebook to promote your brand. You will need to attract users to your page, interact with them and keep content interesting and fresh. Though you may accomplish all three goals with an hour of effort every day or every other day, keeping your page fluid is important.
The second factor you should understand when promoting your brand on a social media platform is that tracking the ROI of the effort requires you to redefine your expectations. Where some traditional advertising methods will impact the bottom line with additional sales, conversion rates, etc., social networking is less likely to immediately impact the bottom line. However, using tracking and monitoring tools, you can see the effect of social media marketing in other ways. Depending on the tool, you can track metrics such as increased page rank, your brand’s reputation, number of page views, number of “shares” and more. The purpose of social media marketing is to build your brand’s visibility and enhance the brand’s reputation through relevant marketing strategies.
Dos and Don’ts of Social Media Marketing
Once you understand the essence of social media marketing, you can enter into marketing strategies that successfully build your brand. One of the first “Don’ts” to remember about marketing your brand is that you don’t want to be “salesy.” Social media users are generally turned off to the in-your-face sales approach. Instead, if you remember that social networking is about interacting and building relationships, you can approach your social marketing efforts in a way that will build alliances. For example, enable comments on your Facebook business page. When a user asks a question or seeks additional information, promptly engage them. If a user posts a negative impression or comment about the brand, address it promptly. Addressing customer concerns publicly and promptly demonstrates that you genuinely care about what customers think about your product or service.
One of the major “Dos” of marketing on social networks is to provide useful, fresh content and information to your users. For example, offer discounts and specials on your Facebook page to those who have become fans of your page. Post content that is tangentially related to your brand, but provides true value to your customers. If you are promoting an Auto Service Center, you might publish 10 tips on how to save gas.
For those who use Twitter to promote their brand, don’t “over-Tweet” promotional messages. Provide useful information to your followers. Gain followers by following the prominent names in your niche. You may want to follow a competitor or two and then sit back and observe how they interact with their followers for a week or two before delving in.
Social media marketing is an important and cost-effective way to promote your brand and attract new customers. However, if you don’t make the common mistakes that some business owners make when you being to take your brand social, your efforts will be productive and provide value to your followers and customers.