Social Media has become a necessity for a good Digital Marketing Strategy. However, to use them effectively, it is necessary to completely understand their nature and their uses.
So what exactly is Social Media?
Why should you use them?
Fred Cavazza, a renowned blogger, defined Social Media in a basic manner. According to him: “Social Media refers to all the services allowing the development of conversations and Social Interactions on the Internet or in a Mobile Situation”.
Elaborating his definition, Social Media therefore have three main interests:
- It allows you to establish a dialogue with your Community
- It make it possible to develop Social Interactions
It allows you to communicate with your community at any time, even when on the move. In the age of Smartphones and Tablets, your target is perpetually connected and therefore always likely to receive information.
The Fundamental concept of community on Social Media
Since the beginning of this article, I’ve been talking about community but what is it?
The community should be at the centre of your Strategy. Indeed, they are the ones who will allow you to reach your objectives.
The more your community is engaged, the more chances you will have of achieving your goals and therefore a satisfactory conversion rate.
Definition of a community
A community is a set of people developing Social Interactions, exchanging and discussing around the same centre of interest, a character or a brand.
Thus, my community includes subscribers to my Twitter account, my Linkedin Contacts, my YouTube Subscribers, Instagram Followers or my Facebook Contacts.
To properly handle the concept of community , it is essential to understand the 90/9/1% rule.
90% of your community listens to you, 9% takes part in Conversations and 1% Engages
There are 9 types of Social Media Engagement:
- The Mass: All Social Media users
- The Inactive: They like your Page, are subscribed to your Account
- Passives: They simply take notice of your posts that appear in their Feeds
- Clickers: They click on your Posts to find out more
- Sharers: They share your Posts
- Commentators: They comment on your Posts
- Contributors: They create content around your brand.
- Animators: They participate in the Animation of your community, intervene with other members to provide them with information
- Ambassadors: They intervene for your brand. They stand up for you, plead for you when you have negative comments. Ambassadors are the spokespersons of a brand.
Why use Social Media?
I can’t count the number of times I get asked this question when I teach people.
The question today should no longer be “Why to use Social Media?” ”But rather“ How to use Social Media Effectively? ”
It is a must.
Still, wondering what Social Media is for?
Here are 7 reasons why you should integrate Social Media into your communication strategy:
- It can increase your visibility and notoriety.
- It can improve your referencing: The more links a site has pointed to its pages, the better it will be referenced. Social Networks, therefore, represent the opportunity to distribute and distribute links to the pages of your website and thus optimize their positioning in search engines.
- It can gain more traffic
- It makes it possible to find new customers and partners
- It makes it possible to manage customer relations in real-time
- It allows you to manage your online reputation
- It allows you to constantly monitor your market in real-time.
But, What is Social Media for?
We’ve seen the definition and its benefits.
And you still wonder what is it for?
Or rather, are you wondering if it is relevant to your Business?
If you still doubt it, you probably have tried Social Media tips & tricks but haven’t seen a Return on your Investment.
Am I wrong?
I don’t think so.
Why? Because I meet people as well as companies like you every day who have tried their chances on Social Media but gave up for lack of results.
And when I check, I always see the same reasons.
4 key points for communicating well on Social Media
Knowing, in theory, the definition of Social Media and its benefits is not enough to generate ROI.To communicate well on Social Media, it is essential to follow some good practices.
1. Know your Target
To understand what it is used for and what it can bring you, it’s important to understand who your target is.
We are talking about Persona Marketing.
The idea here is above all to understand what your target is doing with Social Media. What Social Media does he/she use? What are its uses?
You need to know the expectations and needs of your Target to communicate well on Social Media.
2. You must work on a documented strategy
Here, we will get straight to the point.
To generate a return on investment, it is imperative to work a documented Strategy.
Got a Strategy but it’s in your head?
You don’t have a strategy.
Here I highly recommend you to read our guide: SOCIAL MEDIA INTELLIGENCE
3. Use the right Social Media
Probably you would be thinking, Which Social Network is best for you?
Every Social Media has its uses, but not all Social Media is for you.
I meet too many people & companies who invest in every Social Media platform thinking that they will have a better chance of winning customers.
BIG MISTAKE
These companies learn it at their expense and it is they who are then convinced that Social Media is for nothing.
To communicate well on Social Media, it is important to select them well.
How? ‘Or’ What? Depending on your target.
The key is to keep your eyes open and limit yourself to some Social Media Platforms that you can manage effectively according to your financial, human, time, and skillsets.
4. You have to work on an Editorial Calendar
As we have seen in our definition, their vocation is to share content with high added value.
To communicate effectively, it is essential to share content tailored to your target regularly.
The content you share on Social Media should add value to your target audience.
Hence the importance of working your Personas, again.
To effectively share content, it is essential to work on an Editorial Calendar.
The Editorial Calendar will let you know exactly what to post on Social Media day in and day out.
Useful to avoid wasting time. Believe me.
Conclusion
Social Media Platforms are therefore essential in the age of Digital Communication.
However, it is important to take the time to design a comprehensive Social Media Strategy to use them wisely and thus achieve the goals you set for yourself.
Without a strategy, the resources that you mobilize in the management of your Social Media will be wasted and may even have a negative impact on your brand.
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