Terena Chetty, Author at Social Media 101 - Page 2 of 6
Getting Your Social Media Budget Approved – Tips

Getting Your Social Media Budget Approved – Tips

At a recent roundtable discussion comprising marketing professionals from a range of industries (including hospitality, music and banking), we investigated the challenges faced regarding social media marketing. We asked marketing professionals what their single biggest problem was when it comes to marketing their brand on social media. We expected responses such as “understanding algorithms” or “measuring return on investment”. Instead, the leading answer was (surprisingly): getting approval for a social media budget. Some marketing managers had difficulty getting sufficient funds allocated towards social media activities, while others struggled to get a budget at all.

Most of the marketers surveyed attributed this problem to their organisation’s decision-makers’ lack of understanding regarding the business value offered by social media. The rest simply didn’t know where to start in terms of approaching their business’s CEO/Director/Owner/Financial Manager about investing in social media. Based on the insight provided by this focus group, we have put together some tips to help marketers when it comes to getting your social media budget approved.  

Getting your social media budget approved –  tips for marketers

Before approaching your company’s decision-maker about social media budgets, make sure that you have the required information and insight at hand. These are some tips and techniques designed to help you motivate your case for social media investment:

Take an integrated approach: Instead of approaching social media as a separate marketing component, integrate it with your overall marketing plan. Social media has the capability to support virtually any other marketing activity. For example, driving foot traffic if you have an in-store sale or boosting awareness and ticket sales for an event. It should therefore form an integral part of your marketing mix. Presenting a well-designed marketing plan that includes social media may be more favourably received than a separate social media plan in isolation. 

 

Do the research: Social media is able to support your brand’s needs, wants and priorities. Shortlist your company’s business objectives and look at how social media can promote each of these goals. This includes tangible factors such as sales generation, as well as promoting goals such as increasing brand awareness or positive affinity. Both short- and long-term company goals should be taken into account when ascertaining how social media can be used to benefit the business.

 

Do the legwork: Consult with social media specialists to gain insight into solutions that would work best for your brand. Speak to more than one expert so that you can get a balanced idea of the options that you have. Thereafter, get quotes that are in line with an appropriate social media strategy for your brand. By doing this, you will be able to explain how the requested social media budget will be spent, as well as the underlying rationale of the plan. If hiring an in-house team is not a viable option, look at outsourcing this function. That way you can get the benefit of excellent social media management without the hassle of employing more people. This will save time, effort, money, company resources and other overhead considerations. Read more… 

 

Rands and Sense: Social media has the potential to provide high return on investment. Again, this is both in terms of bottom-line results as well as factors like brand positioning or customer satisfaction. It is an efficient, cost-effective marketing method. A well-executed social media strategy is one that is highly result-driven. This means that funds allocated towards social media should be viewed as an investment in the business, not as an unnecessary expense.

 

It’s all in the numbers: Most decision-makers are fans of reports and statistics. While traditional marketing does provide some data, social media does not shy away from the numbers and is rich in qualitative and quantitative metrics. Social media platforms are able to provide measurable results, accurate data, comprehensive reports and even information like insight into consumer behaviour and market trends. Emphasise the science behind social media, and how it can improve the business in general – not just marketing tasks. This alone may be the key to winning over the financial gatekeeper. 

 

Re-allocate Marketing Budgets: If your company has budget restrictions and simply cannot increase marketing spend, consider re-allocating existing budgets. Analyse the returns you are receiving from your current marketing platforms (e.g. billboards, television and print). Then look at re-allocating some of these funds to social media activities.

 

Additional points to support social media investment:

To substantiate your “pitch” for a social media budget, these are some of the additional benefits offered by social media:

> It offers custom audience targeting – meaning that there is little to no wastage on unsuitable consumer segments. This makes it a highly targeted and cost-efficient marketing method.

> It is versatile and supports different media types (image, video, slideshows etc). You can also provide value-rich content (such as tips, articles, insight) in addition to marketing content.

> You can interact directly with your clients as social media supports two-way communication, which is great for improved customer support services.

> In today’s digitally rich business environment, it is imperative that brands have a strong social media presence and are active and agile to respond to comments, queries and complaints which assist in reducing risk for the company.

 

Final thoughts:

The key to getting senior decision-makers to invest in social media lies in demonstrating the business value offered by social media. Also, social media is not a passing fad – it is here to stay. Therefore, not being on social media leaves a business at a disadvantage. This is both in terms of competitors, as well as business progression. Social media is no longer a “nice-to-have”, it is a “must have”.

We hope that the above points help with the challenge of getting social media investment – both in terms of finances and interest. For additional insight and advice, get in touch with the Social Media 101 team. We can also assist with effective social media strategy planning and execution, as well as platform management. CLICK HERE to contact Social Media 101. 

A-Z of Social Media: A Glossary of Key Terms

A-Z of Social Media: A Glossary of Key Terms

With the ever-increasing use of social media, comes an ever-growing list of social media related words and phrases. In fact, the sheer volume of these use-specific words is enough to warrant the compilation of an entire dictionary dedicated to this field! Such a publication may be a bit overwhelming to us mere mortals at this point, though. So instead, as a starting point, we’ve put together a glossary of key terms related to social and digital media. To keep you in the loop, here’s our: 

A-Z of Social Media

Analytics: Social media analytics refers to data generated from social media platforms and activities. This data (including both bottom-line stats like sales, as well as elements like customer sentiment and brand affinity) can then be collected and analysed to track performance and ROI. Read more… 

Bots: A bot is a social media “robot” that generates an automated response or behaviour. For example, sending a message like “How can we help you?” when someone visits your site.

Crisis Management: This refers to a plan of action in response to a social media scandal or crisis, such as a situation that attracts bad publicity. Crisis management usually entails internal processes, as well as the involvement of third-party specialists such as social media, public relations and legal experts.

DM: DM stands for “Direct Message”, most commonly used on Twitter and Instagram, for an instant message that is sent privately to another account and is not publicly visible. On Facebook, the term “private message” is used instead.

Employee Amplification: This relates to the process of harnessing the influential power of your employees on social media as “ambassadors” for your brand. Key employees are positioned as thought leaders and trusted advisors to boost both positive sentiment and reach for your business via their personal accounts. Read more…. 

Followers: Followers are people that opt in to view content from your account in their Newsfeed. They form a page’s audience and contribute towards valuable organic (free) reach. They are also generally more engaged than other users, which is great.

GIF: GIF stands for “Graphics Interchange Format” and refers to short video clips, generally without sound. GIFs are often used to convey emotions and can be found on most social networking platforms including Facebook, Twitter and even Whatsapp. Here’s an example of a GIF (courtesy of giphy.com):

Me trying to meet my writing deadlines:

Handle: Your handle is your social media “ID” or username per platform and begins with “@” e.g. @Social101SA. You can have the same handle on different platforms, but no two users can have the same handle on the same platform. Its best to have a handle that describes you or your brand rather than some clever but unrelated word like @Hotstuff (unless you’re an Indian curry restaurant 😊).

Impression: Impressions are the total number of times that your post has been seen by social media users. This differs from reach, which refers to the total number of unique users that have seen a post. For example, if a 100 users have each seen your post twice, your reach would be 100 but your impressions would be 200.

Join: Joining a group on social media is another way of opting in for content. Most people join groups to engage with people with some sort of shared interest or viewpoint. Getting users to join a group is another great way for businesses to gain organic reach and grow core target groups on a platform.

Keyword: Keywords are commonly used in relation to Search Engine Optimisation, and refer to primary words that relate to a topic. On social media, keywords are often used with a hashtag (#) in front of such a word or phrase. It is used to group conversations about a certain topic e.g. #Christmas. Large scale use of the same keyword by many users at the same time leads to a trending keyword or “trending hashtag”.

Live Stories: Live stories, such as those on Instagram and Snapchat, are photos or videos posted by users that last only 24 hours. As it disappears after this time, it does not form part of profile content. It prompts immediate views of content by users that “don’t want to miss out”. It can be used for content that is only relevant at a certain point in time, or by people that have a lot to share but don’t want to “clutter” their feeds or profile.

Mentions: A mention is just that – it is a mention of you or your brand on social media. This is generally done using your handle (also referred to as “tagging”), and a message is sent to you notifying you that you have been mentioned. You can then respond to the mention if desired.

Notification: Social media notifications are messages sent directly to you by a platform, informing you of an occurrence or event (such as someone tagging you in a post). Other (highly useful) notifications include reminders of birthdays of people you are “friends” with on that platform, and upcoming events.

Organic Reach: This refers to content seen by users through free reach (i.e. not paid promotion). On Facebook, this is often restricted to views by your own audience and group members. On other platforms like Twitter, this reach can be a lot wider, especially with the use of hashtags.

Paid Reach: Paid reach relates to paid advertising on a platform. The reason for using paid promotion is so that you can reach your core audiences through targeted campaigns. It allows you to find and serve content to key segments within their newsfeed, as opposed to waiting for them to find you.

Quote Tweet: A quote tweet basically a retweet on Twitter, with the difference being that you can add your own comment before sharing. This allows you to share your views when sharing curated content. Below is an example of a quote tweet:

 

Reach: Reach is the total number of unique users that see a particular post. In other words, the number of individual people who have been exposed to your brand’s post. This is a figure that should be viewed objectively and considered in relation to your industry market size.

Share: Reposting content from another account is called sharing on social media. This includes clicking the “share” button on platforms like Facebook and LinkedIn, and the “retweet” on Twitter. By sharing, content from another page is added to your timeline on a platform, allowing your own audience to view the post without going to the source page itself.

Trending: When a topic gains extensive attention and engagement on social media, it is said to be trending. It refers to widescale popularity at a given time, which can be for both positive and negative reasons (although usually when it comes to the latter, its called a crisis or scandal). The use of a hashtag associated with a topic allows for it to trend as more and more people join the conversation.

UGC: UGC or User Generated Content is content created and posted directly by users (as opposed to crafted, promoted content by businesses). For example, a user posting a photo of a new pair of designer shoes purchased and raving about how awesome they are. UGC is closely tied to customer influence the user becomes a sort of ambassador that the mentioned brand can tap into.

Vanity Metrics: Vanity Metrics are figures such as the number of page likes and followers which can be easily inflated and misleading. Although these figures make a social media page look successful, it does not necessarily equate to business value or ROI. For informed decision-making is best to look at more tangible data sets such as Engagement Metrics. Read more….

Webinar: A webinar is basically a web-based or online seminar. It refers to a live or recorded presentation, and can include video, audio or combined content. Webinars are very popular when it comes to disseminating business, educational or informative content in particular.

eXperience: Ok so maybe we cheated a bit here. But “X” stands for “experience” when used in relation to CX (customer experience) and UX (user experience). Both refer to the move towards more client-centric approaches by businesses. It’s all about creating an amazing experience for the user throughout their journey with the brand, and is becoming the primary focus of social media strategies globally.

YouTube: YouTube is a video-based social networking platform. Users can watch content on virtually any topic, as well as upload their own videos. The monetizing functionality offered by YouTube also makes it an ideal advertising platform for certain brands, and even users themselves can make money if the videos they post generate enough views.

Zealot: Social media zealots are users who are highly engaged and often emotionally invested in a brand online. They interact with the brand itself, as well as other users that engage with the business. There is a potential for such consumers to be harnessed as ambassadors for the brand, but this should be approached with caution due to their “zealous” or passionate nature.

And there you have it – our A-Z of social media! We hope that you find this guide useful and informative (you can even show off your knowledge around the coffee machine). Feel free to get in touch with us should you require more insight into these or any other social media and digital concepts.

CLICK HERE to contact Social Media 101 – we look forward to hearing from you.

Why Social Media 101 – What makes US a great consultancy?

Why Social Media 101 – What makes US a great consultancy?

The phrase “All social media agencies are not created equal” is not just an accurate statement, but an understatement – given the current state of affairs. This is due to the vast disparity among the many social media service providers in terms of quality level and expertise. But how do you know a great agency when you see one? Well, we at Social Media 101 are here to tell you a bit about ourselves and what makes US a leading social media consultancy. And we sincerely hope that by the end of this, you understand what makes Social Media 101 different, and why we would be a great agency to partner with. 

Why Social Media 101 – what makes US a great consultancy? Here are some of the things that sets us apart in this highly competitive industry:

 

OUR SOCIAL MEDIA & BUSINESS ACUMEN

 

Strategic, result-driven approach

We are a social media business consultancy and take a strategic approach to all services. We speak your language – we know that it all comes down to return on investment and positive business impact. Social Media 101 works with you to understand your business, industry, customers and competitors. We then look at what your primary business objectives are, and structure a social media strategy in line with these defined objectives. Our social media activities are result-driven and focus on your business goals: whether its driving sales, increasing brand awareness, boosting desired customer affinity or other objectives based on your needs. We also integrate social media activities with your existing marketing and business endeavours (e.g. by promoting live events or traditional marketing campaigns).

 

Client-centric Service

At Social Media 101, we pride ourselves on being agile, responsive and adaptable. We take a client-centric approach and craft a social media solution that works best for you. Our service offering is flexible as we understand that a “one size fits all” style just does not work when it comes to social media. We are also available outside of normal business hours and have an open and approachable management structure. This customer-centric approach also applies when we manage your clients on social media i.e., we are responsive and provide excellent customer support that further positions YOUR brand as client-focused.

Reporting

We provide in-depth reports so that you can keep track of our performance as well as your investment returns. These can be customised based on your priority measurables. We also explain what the data means so that you are empowered to drive informed business decision-making.

Full Service Offering

We can supply (or source) services to meet all your needs: from Search Engine Optimisation to animation to live event social media coverage. We also have a network of partners equipped to handle all social media and digital requirements including legal and business advice. This assists not only with service excellence, but risk mitigation and crisis management (should the need arise) as well.

 

 

OUR SOCIAL MEDIA EXPERTISE & KNOWLEDGE

 

Team of Experts

Each member of our team is a specialist in their field, as well as in social media. For example, our graphic designers are skilled at creating visual content for social media. Our copywriters know social media best practices for written content for each platform. Our strategists are experienced when it comes to the algorithms and rules that govern the social media sphere. And all of our social media experts have a high level of business acumen that ensures professional execution of tasks. The diverse backgrounds of our team members include experience and qualifications in: Business, Sales, Marketing, Law, Communication Science and Psychology (to name a few). From a social and digital media perspective, our team of specialists include data analysts, media booking specialists and content producers that are able to create high quality material to suit different media needs, including articles, videos, GIFs, animation clips, carousel-type content etc.

Advanced Social Media Knowledge

On the surface, social media platforms appear simple enough to use. However, behind the curtain (or in this case, the screen) are complicated systems driven by complex programs and algorithms. This affects the performance of all social media content – both paid and unpaid. At Social Media 101, we understand the inner workings of the different platforms, and take a scientific approach when planning activities. This includes content, media type, audience targeting and even the timing of uploads. By using best-practice methods, return on investment is maximised based on the strategy behind each message.

|Sidebar: Have you noticed that your personal Facebook feed now has more family & friend posts than marketing? This is a practical example of an algorithm change affecting content delivery. 

 

Constant Industry Upskilling & Tools

Social media platforms, as well as digital technology, are constantly evolving and advancing. Social Media 101 team members continually upskill themselves to keep up with technical changes and market trends. Not only does this help keep your online marketing content relevant, but feeds into your overall marketing and business activities as well.

| Quote:Social media is an ever-growing and changing platform, with algorithm adjustments happening constantly […] and without dedicated monitoring and adjustments, your business could be missing out.” (www.thumped.co.uk

 

We also invest in tools and partnerships to provide our clients with a superior service offering. These include reporting, tracking and insight applications. We stay in the loop with regard to emerging software and tools that can further boost the level of service we provide.

At Social Media 101, we have a proven track record across numerous industries, business types and regions. Since inception, our business has grown threefold year-on-year. Our clients base includes local, global and international brands, and continues to expand. Despite this growth, we take a personal and dedicated approach to every client and strive to exceed expectations always. We believe that this ethos, along with our expertise and experience, makes us a leader in the social media field. Put us to the test – we are confident that you will not be disappointed.

If you are looking for a great agency to partner with, or if your current agency simply does not match up, give Social Media 101 a call. We look forward to hearing from you. CLICK HERE to contact Social Media 101.

Related Articles:

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How to choose a social media agency

 

THE THEORY OF BUSINESS EVOLUTION: ADAPT OR DIE

THE THEORY OF BUSINESS EVOLUTION: ADAPT OR DIE

Despite varying opinions regarding the origins of our species, there are certain inalienable truths that dominate our existence. Certain human attributes contribute greatly to the way people make choices, as well as interact with each other and their environment. Our entire survival is based on these core rules. Businesses, since they operate within a (human) consumer-driven ecosystem are also governed by these “laws of nature”. One of the most fundamental of these “laws” is that for any entity to survive, it has to be well suited to its surroundings. And should this habitat or environment change, continued survival is dependent on the ability to adapt in line with these changes. In the wild, it’s adapt or die. In business, it’s no different. Read the article below to find out why. 

“When you don’t innovate, you die. When you don’t change, you die.”

– Gary Vaynerchuk

 

 

The Theory of Evolution – Human | Nature

Consider this: why is it that in the current age of mind-blowing technological advancement and unmatched levels of human intelligence, it is an undeniable fact that “sex sells”? I mean, we consider ourselves highly evolved, intellectual beings, right? So why do we remain under the power of such base instincts and primal forces? It’s because certain genetic traits still dominate human behaviour. Since the origin of the human species, there have been inherent characteristics that have been carried forward. These include innate survival instinct, a competitive nature, an impetus to grow and a constant drive to improve our surroundings and quality of life. When it comes to both ourselves and our environment, humans have always looked for ways to innovate (hey, we invented the wheel AND sliced bread). We have also consistently been attracted to those that make our lives better or more enjoyable in some way. Throughout time, chosen leaders were those that knew how to best thrive in a given environment and had the most to offer his (or her) followers.

Despite centuries of evolution, these basics have remained the same. Survival and success still come down to excelling in a certain setting. People are still loyal to those who offer them security, peace of mind and the best benefits. And not being able to adapt to a changing environment still means certain death.

“We all grow. We’re made to grow. You either evolve or you disappear.” 

– Tupac Shakur

 

 

Adapt or Die – A Guide To Business Survival 

Ok so this would all be very nice if we were studying human biology and psychology, but what does it have to do with business? Well, businesses are not exempt from these fundamentals of nature. For a business to succeed, it also has to adapt to changing environments and consumer demands. Failure to do so leads to poor performance and, ultimately, the death of a business. One key area where businesses fall short relates to digital transformation. Statistics, studies and even companies’ own research show that consumers are increasingly moving towards digital and social media channels. Yet many organisations have still not adapted their business model in line with this change. They still use predominantly traditional methods and are reluctant to invest in social and digital media. This is impeding their ability to thrive and compete in a tough consumer landscape. These are some of the reasons why:

  • Natural Selection: Consumers will naturally choose the brands that best meet their needs and desires. Customer experience is becoming the key factor impacting purchase decisions. Consumers want the convenience, interactivity, personalisation and responsiveness offered by social media. Not giving clients what they want is likely to eliminate you as a natural choice from a consumer point of view.

 

  • Evolution: Life and business are all about innovation and progress. Social and digital media not only offer the opportunity and tools to move your business forward, they also provide valuable benefits. These include more cost-effective options, better success rates and higher return on investments. And it’s not just about marketing and advertising. Using digital methods can help with the evolution of your business as a whole, assisting with both growth and longevity.

 

  • Survival of the fittest: When it comes to business, it’s a dog eat dog world. The market environment is highly competitive, and therefore only the best will survive. You may not be on social media, but your competitors sure are. This means that they have a huge advantage in terms of visibility, reach and customer satisfaction, amongst other things. If you want to be an alpha wolf within your industry, you not only have to be on social and digital media, but also make sure that your presence is superior to that of your competitors.

 

  • Extinction: Businesses that have not yet embraced this brave new world of digitisation and social media could face possible extinction. Besides the risk of being annihilated by your competitors, you will simply get left behind. You don’t need to suddenly mutate your business into some high-tech monster, you just have to make simple changes to your processes and tasks. For example, adopt a multi-point strategy that includes social and digital media, adapting your existing operations in line with market trends and so forth.

“It is not the strongest of the species that survives, nor the most intelligent that  survives. It is the one that is most adaptable to change.”

– Charles Darwin

 

Not the end…

… but the start of a new era.

Business and nature share certain fundamental characteristics that relate to success, growth and survival. One of the most crucial survival mechanisms is the ability to adapt to changing environments. The current business environment is highly consumer-driven, competitive and increasingly digitised. For businesses to succeed they need to evolve their processes to be in line with the current landscape at any given time. Failure to do so is likely to result to the eventual death of a business. And that, unfortunately, is just the nature of the beast we call business.

 

Need an ally to help you take on the challenging business landscape? Contact Social Media 101 – we dive into the shark tank and surface triumphant. Why? Because when it comes to social and digital media, we are the leaders of the pack.

CLICK HERE to contact Social Media 101

Business Marketing: Social Media Influencers

Business Marketing: Social Media Influencers

Social media influencers, as the term implies, are entities that have some sort of influence or persuasive power on online audiences. This is achieved through amplifying content via various social media platforms such as Twitter, Instagram, Facebook and LinkedIn. Accounts with large followings are paid to promote brands via their posts on these platforms.

While the concept of brand ambassadors or endorsers is not new, what makes social media amplifiers different is that you don’t have to be rich or famous to become one – you just need to have a substantial audience base. However, a big account is not all it takes. Here’s a short crash course on the world of social media amplification.

 

What is Social Media Influence?

Social Media influence or amplification takes place when content is shared online within (and across) social media platforms. This includes both paid and unpaid (organic) sharing by stakeholders like your employees, your customers and your online audience. It also includes sharing by influencers such celebrities who may not even use your product or service but are paid to promote your brand online.

 

Types of Social Media Influence or Amplification

There are many categories and sub-categories of influencers online, but we will look at the three main types of amplification, namely: Social Media Influencers, Employee Amplification and Customer Amplification.

 

Social Media Influencers

The most well-known type of social media influence is endorsement by celebrities or people who are in the public eye. These include actors, musicians, sports stars, politicians, prominent business people, well-known thought leaders and other public personalities. Notable celebrity influencers include former First Lady Michelle Obama and pop sensation Selena Gomez. But, unlike most traditional brand endorsement, fame alone is not enough to make you a social media influencer. Celebrity or not, you still need a large online audience to your name. Conversely, if you are not well-known but you have a substantial online following, you can earn yourself “celebrity” status on social media purely due to your audience size. Some social media users are even “anonymous” yet get paid to endorse products or services. How is this so? Because it’s all about leveraging off the existing relationship between the influencer and their (sizeable) audience.

Micro-influencers are another type of social media advocacy. These are accounts that may not be huge but have a significant following within a certain industry or niche market. For instance, consider a food blogger that has an audience of a few thousand people. While this may not seem much in comparison to the major players, such a person has the potential to make a tangible impact within a given market. For example, by posting about the quality of food and service at a specific restaurant.

 

Employee Amplification

Employee Amplification (also known as Employee Advocacy) is a powerful yet somewhat untapped form of social media influence. It refers to harnessing the endorsement value and online presence of key employees. It starts with positioning your expert staff members as thought-leaders and trusted advisors within their field. The employees then act as passionate and knowledgeable brand ambassadors through their posts on their personal accounts, positioning the business in a positive light.  Not only does this boost desired public sentiment for the brand and the employee, but it also promotes extensive organic (free) audience reach through the employee’s personal audience as users are more likely to share content received via their own network than a business page. In fact, statistics show that company-based messaging reach is 561% higher when shared by employees as opposed to the business itself! (www.falcon.io). Click to read more on Employee Amplification.

 

Customer Amplification

We all know the importance of customer service, but the growth of social media has now exponentially increased the impact it can have on businesses. Your customers also have the potential to be brand ambassadors and influencers when it comes to your products and services. Brands can make the most of this opportunity by ensuring that positive customer experience is at the core of all business activities. Excellent business offerings, engaging social media content and responsive client-centric service is likely to result in your brand receiving glowing recommendations online. Think about personal experiences – if a business impresses with its quality of service or products, the user is more likely to talk about the experience with friends and family. The same applies to their online community. Only when it comes to social media, its word-of-mouth marketing on steroids. Not only is it great for promoting positive brand affinity, it also acts as free advertising through authentic client endorsement.

 

Implementing an amplification strategy

Navigating the social media influencer landscape can be tricky. Here are some points to keep in mind for a successful campaign:

 

Customer Experience

Creating great customer experience at all touchpoints (through advertising, in-store and especially social media activities) can promote loyalty and affinity for the brand. This then drives customer endorsement online.

Social media posts should be highly customer-centric and hold some sort of value for the user, such as informative, intriguing, attractive and high-quality content. This promotes customer engagement and sharing of the content – resulting in increased organic reach. Content should also be optimised for each platform as well as for mobile viewing to increase engagement and share potential. Responsiveness and personable communication are crucial elements of good customer service as well.

 

Incentives

While both Employee Amplification and Customer Amplification are driven by the users’ loyalty and passion for the brand, a little incentive doesn’t hurt. Employees can be incentivised (financially or otherwise) to publish posts about the business on their personal networks. Customers can also be encouraged to engage and share through polls, giveaways and rewards (such as accessing online resources).

 

Type of Influencer

Choose the type of influencer based on their strengths and how well it meets your objectives. For example, social media advocates like celebrities have extensive reach as well as influence over their audience. Micro-influencers can be highly valuable due to their niche (and usually highly-engaged) audience. Employee advocacy is an excellent way to position the brand and its employees as industry thought-leaders. And your customers can act as (unpaid) brand ambassadors that promote your business through their genuine love for the products and service you offer. 

 

Influencer Vetting & Content

When using the services of an influencer, you need to partner with people that are credible and genuinely resonate with your brand. You also need to do thorough due diligence to ensure that their audience consists of real, engaging human beings (as opposed to a bought audiences or bots). You are, after all, paying them based on the number of people a post from them is estimated to reach.

Also, it’s not as simple as just telling the influencer the product or service to pitch – you need to craft the actual post content in terms of your objective or, at the least, review and approve content prior to publishing. The digital community is a discerning bunch, so make sure your content has a level of authenticity. It’s also imperative that the influencer does not post messaging from competitors or publish contradictory posts (for example, tweeting about how amazing your restaurant’s steak is, and then the very next day mentioning her vegan lifestyle).

 

Training

Brands can send their employees on courses such as Personal Branding and Employee Amplification training to aid in positioning staff and executives as thought-leaders. Business decision-makers can also be equipped with knowledge regarding online risk mitigation and understanding social media data metrics – both of which are valuable when it comes to social media amplification. Beyond training, there are software systems that can be implemented to assist employees with resources, such as pre-approved content, from the company they work for. This improves efficacy of the content and cuts down on time taken to create content.

While there are pros and cons to social media influencers, the one thing that’s undeniable is the sheer impact it has on the business and consumer landscapes. And whether you “like” it or “unlike” it, it is certainly here to stay 😊.

 


Social Media 101 assists businesses in driving online influence, whether that be improving customer sentiment or sourcing, vetting and managing macro and micro influencers. We also offer training for: employee amplification, creating content and implementing software tools for an employee advocacy programme. Get in touch if your business needs influence and amplification. CLICK HERE to contact Social Media 101. 

 

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