Social media plays a crucial role in content distribution
and generating brand visibility, and it is used extensively by marketers to build
relationships with customers.
Among the plethora of social platform options, the most important ones are social
networking sites like Facebook, microblogging services like Twitter, content sharing services like
YouTube and Instagram, and LinkedIn, the business and employment-oriented networking site.
Chapters dedicated to Facebook, Twitter, Instagram, YouTube, and LinkedIn
provide an in-depth understanding of organic reach and advertising options and formats on
these networks. They also offer guidance on best practices for creating content and advice on how
to market products on these networks.
In terms of your social media marketing strategy, here are some general guidelines:
- Channel Selection: Choose those platforms where your customers hang out.
Also, bearing in mind adjacencies, use those channels that blend with your brand’s image.
- Engagement: Regularly update your content and frequently interact with
customers. Encourage associates and customers to engage by creating and sharing their own
content, leaving comments, likes, and reviews.
- Channel Discrimination: Distinguish your social networks through choice of
content and style of presenting. LinkedIn, for instance, may be used for sharing long-form
content to build your company’s reputation as a thought-leader, while Facebook may be more
suitable for sharing information about brand-building events and social activities.
- Advertisement: Consider using paid advertising schemes to boost your
posts and increase their reach.
- Review: Use analytics to evaluate your performance, refine your marketing
plans and tweak your strategies.
