Social media marketing is a broad topic. It means different things to different people depending on their level of knowledge. Regardless, social media is an essential part of any solid marketing strategy. Digital platforms like Facebook are amazing places for businesses to establish their voices, expand their reach, and interact directly with global audiences. This basic primer on social media marketing will help you to understand the history, nuance, and value of various interactive online platforms.
A Brief History of Social Media
You’re likely familiar with social media to some degree. These popular websites connect billions of people around the world today. It’s hard to overstate just how influential they are when you consider the history of marketing as a whole.
Marketing has evolved dramatically over the past century. In the early 1900s, market competition was low and products basically sold themselves. Word of mouth was often enough to promote most goods made by hand in small batches. However, the arrival of radio technology, household brands, and the Great Depression pressured companies to stand out from the crowd by raising awareness about their products and services. Television further transformed marketing with its emphasis on branding, advertisement, and public relations. With the rise of the public internet during end of the 20th century, countless new methods of promotion came to life.
Enter social media circa 1995. In rapid succession, Classmates.com, LunarStorm, Bolt.com, SixDegrees.com, AOL Instant Messenger, and Friendster launched. Then LinkedIn, Myspace, Skype, and Facebook followed suit. In 2005, Reddit launched and Facebook introduced photo sharing. Twitter emerged in 2006, followed by Pinterest and Instagram in 2010.
These vastly different online platforms had one thing in common: interpersonal communication. Whether via photos, videos, posts, or messages, they all supported some form of online interaction. Herein lies the magic of social media marketing. These digital spaces are populated with consumers who expect their favorite brands to contribute to collective conversations. When used properly, they offer endless avenues for (nearly) free advertising.
Social media marketing involves creating meaningful connections with real people. It promotes trustworthiness through authenticity, loyalty through consistency, and influence through sincerity. Companies that are active on social media platforms step up to meet consumers where they already are: online.
Social Media Platforms
There’s no shortage of social media channels today. Companies must be strategic with their time, teams, and resources if they wish to make the most of these opportunities. That’s why successful social media marketing requires a clear strategy to be effective.
Social media is all about being in the right place at the right time. While most platforms can accommodate most industries, no channel is right for everyone. For instance, it makes sense for a B2B service provider to spend more time and effort on LinkedIn than Twitter. That’s because LinkedIn is home to professionals of all kinds who are looking to expand their network. On the other hand, Twitter is a better channel for podcasters, music producers, and emerging political commentators.
Instagram, now owned by Meta (Facebook), began as a simple photo sharing platform. Now it’s also home to many realtors, graphic designers, and anyone who provides photogenic products and services. Similarly, video streaming platforms like Twitch and YouTube are made specifically for live streamers, visual content creators, and video game enthusiasts.
Facebook ranks as the most popular social network. It boasts nearly 3 billion users represented by almost every demographic imaginable. That’s why we recommend that most companies begin with Facebook. Profiles are free to create, simple to manage, and endlessly customizable. They can display photos, reviews, contact information, and upcoming events. It’s still possible to gain a large organic following on Facebook, but companies can also promote their content for as little as $1 per day.
Social media allows small businesses to compete with established competitors. Along with a professional website, it levels the playing field by rewarding valuable content and authentic interaction. Knowing which platform(s) is ideal for your company’s unique needs and goals is the first step towards successful social media management.
Social Media Basics
Social networks like Facebook are accessible and user-friendly. That’s why the average American spends at least an hour on their favorite platforms daily. Companies which contribute to the network position themselves for greater brand awareness.
Users want to see that your company is legitimate. That’s why we recommend posting to social media at least once a week per platform. Do your best to maintain a regular posting schedule that suits your goals. Don’t worry if your page doesn’t gain many followers overnight. It takes time and effort to build an online following. Pay attention to popular trends and which of your posts attract the most attention. Luckily, most platforms support detailed analytics that provide insight into which kind of content performs best.
Social media platforms provide companies with tons of useful features. This makes connecting with consumers easier than ever. Users can engage directly with posts including candid photos, company events, and new product launches. These things show that your company is active and personable. Make sure to respond to comments, ideally within a day or two, to nurture relationships with your loyal followers. This will go a long way in showing that your company prioritizes their experiences.
It's important to always provide your audience with value. We recommend following the 80/20 rule, which states that no more than 20% of your content should directly promote products and services. The other 80% should focus on helping, educating, and entertaining users. Prioritize content that includes industry insights, expert advice, engaging infographics, and motivational or uplifting success stories. Consider linking to informative blog posts or credible external sources with tricks, tips, and best practices. These will captivate your audience and keep them coming back for more week after week.
Our Social Media Management Service
We take a customized approach to social media management. Our team sits down and discusses your needs before looking at existing strategies and identifying opportunities for improvement. Then, we establish a plan tailor-made to achieve your unique goals.
Our team begins by studying the current market while researching local and national competitors. We examine your networks, reach, and analytics to see where more effort is needed. Our team will gladly explain essential social media terms in plain language to help you put important metrics into perspective. We also detail the benefits of social media advertising and help you calculate a budget for your custom campaigns.
We stand out from the many other digital marketing agencies because we work together to align with your company’s objectives. Our team collaborates directly with yours to create custom graphics and post copy for every channel. Then, we listen to your feedback before scheduling posts every month on your behalf. Think of us as your personal social media managers, a dedicated extension of your own internal team.
Our goal is to improve your company’s reach, online engagement, and brand awareness over time. We aim to build and maintain genuine relationships with your followers that generate interest, leads, and ultimately, sales. Feel free to contact us for more information about social media marketing. With our help, your company can deliver engaging content and unmatched value across Facebook, LinkedIn, and Instagram.
Originally published on September 25th, 2020
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