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Nowadays, the use of social networks proves to be decisive in realising the human connection between a brand and its customers.
These platforms are an excellent opportunity to promote, through the Web, not only the products of your brand but also those corporate values capable of making your brand recognisable. Gaining excellent online visibility allows you to take a decisive step forward in your professional success. The Web is a boundless environment in which to implement one’s branding strategies, allowing customers to identify with the brand’s personality and resonate with the company itself.
Gaining valuable online visibility through various social platforms such as Facebook, Twitter, LinkedIn, YouTube, and Instagram can allow the brand to define its voice, making it authentic and reliable in the eyes of Internet users. When communicating on social media, you will have to focus your attention on the public, empathising with it. A clear and official tone will inspire seriousness and reliability, while a confidential one will convey cordiality and closeness. Based on your business goals, you can opt for suitable social media, which will allow you to focus on the most appropriate tone of voice for your online activities.
The use of social media permits one to distribute eye-catching content such as suggestive videos and photographs and use of columns, hashtags, and surveys, tools that are undoubtedly able to stimulate their customers on the Web, becoming an integral part of the company’s social media marketing. Through the Web, it will be possible to use them consistently, allowing the brand to become familiar with its followers, arousing sympathy and consequently increasing their involvement.
Each social network allows you to achieve specific goals, so the first thing you need to do is think about your goals and which social network you can use to achieve them.
Before understanding how social networks for companies work, there are three myths that we want to dispel.
1. Social networks are free
Social networks are not accessible: the flow of communication between the company and its potential customers has a cost, especially if the communication is of quality.
It is essential to do intelligent budget management, identifying the items of expenditure on which an investment can make a difference.
2. The critical thing is to be there
First of all, focus on the people you want to talk to and the influencers, that is, the people who have a particular following on social networks and who can make a difference.
To find the best social network for your business, identify the places that people who are potentially interested in your products or services frequent.
3. Social media are a showcase for the company
Social networks are structured around dialogue and relationships: communication in plaster does not work on the Web.
Use LinkedIn to:
Do B2B communication: keep other companies updated on your business, using sober and professional language;
Do job recruiting: find people with good skills who can collaborate with you.
Your company’s presence on LinkedIn is significant, but don’t forget that your network of employees and connections is your most precious (and potentially harmful) content. Make sure your employees’ profiles are professional and help them optimise them.
To learn more, visit LinkedIn for Business.
Use Twitter to:
Interact with people and create a direct relationship with those who follow you;
Listen to people’s conversations, identifying the hashtags that are used to talk about your brand or your products;
Doing social customer care that is, intercepting people’s needs, their desires and giving them a solution.
Use Facebook to:
Aggregate people interested in particular products/services;
Offer helpful advice, even when people’s interest is in your competitors’ products;
Targeting the audience, i.e. identifying the demographic and behavioural characteristics of the people who follow your business;
Create advertising campaigns that align with the interests and passions of those who follow you.
To learn more, look at the services for companies offered by Facebook for Business, or take a look at Robin Good’s workshop, where he explains step-by-step how to create an advertising campaign on Facebook.
YouTube and Google +
Use YouTube and Google+ to:
Make video marketing: publish videos on a YouTube channel and create a communication flow with high emotional potential;
Streaming: Using Google Hangouts, you can stream an event or interview live.
To gain more information, take a look at Google MyBusiness (where the integration of all Google products takes place) and the YouTube Creator Academy.
Use Instagram to:
Allow people to participate in your daily life, beyond the corporate walls;
Use hashtags related to your business: hashtags are clickable, therefore useful for research purposes, and allow you to expose yourself to a broad audience interested in that specific topic.
On Instagram for Business, you will find lots of information and case studies of companies that use Instagram to do business online.
The best social networks for companies: which one to choose
The importance of social networks lies in their ability to create essential links with users, building continuous relationships over time between the company and customers. This is why it is necessary to choose a social channel appropriately based on the activity you want to undertake on the specific platform.
At the base of social media marketing strategies are the various communication channels offered by social networks, capable of spreading your brand’s message. A superficial analysis could convince you to opt for a specific social network; however, you would soon understand the difficulty of making a genuinely appropriate choice of platform to use for your business. Leaving room for chance and improvisation would prove to be a failed branding strategy since creating social networks for companies could not be separated from an accurate analysis of what your company needs.
Naveen Kumar has been the Head of Marketing at JDM Web Technologies since 2009. Marketing is his passion, and under his guidance, the marketing team at JDM Web Technologies has achieved many organizational goals.