Social media success – does your business have what it takes? Let’s say you need a new accountant or sales manager for your business. You shortlist candidates based on experience, skills and knowledge specific to the position in question. You then choose the best person based on your criteria as well as their proven ability for such a role. Great! Now let’s say you need someone to manage your social media. Do you research and select employees with the same level of scrutiny and detail? Is your business aware of what selection criteria to consider for a social media manager? How would one even measure competency for this role?
For most companies, the ability to perform basic social media tasks such as uploading posts and replying to messages would seem sufficient when hiring. Worse still, many companies assign their social media management to in-house staff members that are not qualified for the role. In our book, this is not just unfortunate, but also decidedly risky. Here’s why:
Risks of not hiring the right team to manage your social media
The risks of leaving your social media management to a junior or non-skilled employee are many and can have serious consequences. These are just some of the problems that occur:
Although seemingly simple, social media is a science and entails a steep, on-going learning curve. Yes, most of us are capable of populating and managing our personal social media pages. However, it is not quite the same when handling a business page or brand online. The impact of a business’s social media presence is far reaching, and involves company staff, clients and stakeholders. Pages should be managed with a great level of maturity, power and responsibility on behalf of the brand. Furthermore, this field is evolving at a rapid pace. Most social media platforms themselves are striving to keep abreast of their own advances to ensure user safety and online integrity. And social media managers need to stay on top of these changes. An effective social media manager needs to have impeccable business acumen, a hunger to constantly learn and upskill, as well as high EQ and risk mitigation abilities in order to protect the brand’s best interest.
Content published via social media (including replies to comments) has the potential of enormous reach, regardless of your page’s audience size. Usually such viral reach occurs in response to something negative or controversial and could even result in a crisis. This power lies with your community manager, so think carefully about who is placed in charge of this impactful public touchpoint. Aside from an actual crisis, a poor quality or poorly handled social media account leads to a negative portrayal of the business. It may even cause serious brand damage. Companies spend large amounts of money on impressive traditional advertising, yet all efforts could be undone by a low quality social media presence. The role of brand sentiment and perception is huge when it comes to consumer decision-making, and should not be taken lightly.
Social media should be used strategically to drive organisational objectives. It is a business tool that provides return on investment when used effectively. Simply putting out posts without any clear strategy does not offer much benefit to the business. It becomes an inefficient use of funds and resources. However, when used correctly, time and money spent on social media becomes an investment that offers tangible business value and boosts growth.
Components for a successful social media presence
To ensure a successful social media presence that offers real business value, you need the following:
- Strategic content planning & execution
- Content (images, videos and text) created by skilled designers & copywriters with in-depth knowledge of social media platforms, rules, specifications, algorithms etc.
- Posts that are both aesthetically pleasing & are structured around customer-centric principles
- Excellent audience targeting
- High quality, responsive community management
- Ability to meet agility & adaptability demands
- Skills to generate, analyse & understand the data behind the platforms
- Keeping abreast of technological advancements & industry trends
- Apps/tools to manage & report on different aspects of activities & campaigns
Practical solution for social media success
Major or global brands have the resources to employ the team needed to achieve all aspects mentioned above. However, most companies lack the resources to hire staff to fulfill all their social media needs. The cost of employing the different specialists required becomes too excessive to be a practical option for many. But yet, a high quality social media presence is becoming increasingly imperative in the current competitive market. The solution is to outsource this function to a social media specialist agency. By doing so, you get the benefit of an entire team, with each person an expert in their specific social media function. You get a digital strategist, community manager & data analyst. You also get designers and copywriters that specialise in creating content for social media. In addition, other needs such as live event coverage, videography, animation, social media legal advice and more form part of the service offering. That’s a great deal – as I’m sure you’ll agree.
If you are ready to take your social media presence to the next level, get in touch with Social Media 101. We provide custom solutions to suit your specific business needs. CLICK HERE to contact Social Media.
Are you unknowingly hurting your brand on social media?
How agile is your marketing strategy?
Some hail social media as the greatest business and marketing tool of all time. Yet others view it as a frivolous concept that has no place in business. Why are there such vastly different opinions when it comes to social media? The answer lies in how different businesses use their social media platforms. Those who use social media effectively as part of their business strategy realise the ROI offered by social media. Others are understandably sceptical – after all, incorrect use of social media is likely to provide limited benefits and questionable returns.
Let’s start with this question – what does YOUR social media do for you? Does it drive sales, or any other primary business goal? Does it provide returns? Do you even get reports so that you can assess the performance of your online activities? If your answer to any of these questions is “no”, you are not alone. On a survey done with business marketing managers regarding their social media:
- Only 20% are referring to the data & using it to measure the performance of their activities
- 36% know that it has a positive impact (qualitatively), but are unable to quantify the benefit in terms of actual numbers
- A whopping 44% have been unable to measure its impact at all
(Statistics courtesy of www.mgadvertising.com)
Social media offers a wealth of benefits for business, and can be used for/to:
- Driving sales (online & instore), as well as generating sales leads
- Building brand awareness & affinity
- As a client-centric customer service point
- Consumer research & audience insight
- Marketing, advertising & promotions as a versatile platform that supports multiple media & messaging types
- Target core market segments with little or no wastage on irrelevant consumer sectors
- Source of accurate statistical data & reporting that can be used to measure returns
…and much more. In fact, social media can be used to promote almost any business objective. BUT only when used correctly.
The components of an effective, social media presence that generates returns include:
- A result-driven, strategic social media plan for all activities, in accordance with business objectives
- Designers & copywriters skilled at creating content for social media. This includes written copy & images that are not only visually appealing, but in line with each platform’s best practices & algorithms
- Targeted content sent to audience segments relevant to the brand
- Platforms & conversations handled by people experienced in both customer service & social media community management
- A social media presence that is agile, responsive & adaptable
- Analysis of business-relevant reports & data to measure the performance of social media activities
- Investing in qualified & experience social media specialists
Accessing the tangible business benefits including ROI offered by social media lies in having an experienced team managing all activities. This includes strategy, content creation, posting, audience targeting and managing the conversation. Unfortunately, most businesses leave this crucial task to unqualified employees. Others hire junior social media staff that lack the necessary skill and experience. Many companies simply don’t have the resources required to employ a team that fulfills all the needs of a high quality social media presence. The solution is to outsource this function to social media specialists. After all, if you want your car repaired, you take it to someone who knows the inner workings of cars, and how to fix them. Taking it to an unskilled person is likely to cause more damage to your vehicle. Well, the same goes for social media. Poorly handled social media activities could cause damage to your brand in the long run.
Should your business require assistance when it comes to tapping into the ROI offered by social media, contact industry experts Social Media 101. We can provide valuable advice and a health audit on your current social media accounts. We also offer custom solutions to meet your business’s social media needs.
CLICK HERE to contact Social Media 101
What is the function of social media when it comes to business? If you answered, “it’s an advertising platform”, you are right….. and wrong. While one key role is marketing, social media is actually equipped to underpin the complete customer journey. In this article, we are going to look at these functions when it comes to sales in particular. Below is an outline of how social media can support your entire sales funnel.
Social Media & Sales Funnel Functions
While specific sales steps vary from business to business, we look at the main considerations that form part of a basic sales funnel:
Social media plays a crucial role when it comes to marketing, but it should not be used as an “online billboard”. Instead, it should be used to educate and inform the audience. Examples are showcasing unique selling points or providing valuable information through article content.
As both the number of consumers and time spent on social media platforms are increasing exponentially, it is the obvious choice when it comes to brand awareness. But it’s not just the sheer audience reach that makes it so powerful for business. It’s the ability to target your core demographic – to an impressive extent. In addition to audience-based targeting, you can also customise your campaign to suit your primary campaign or business objective(s).
Targeted advertising means that your brand is placed in front of selected audiences on their devices (cell phone, tablet, computer) when they are next active on the platform. Which means that you don’t have to rely on the client finding you themselves (via an online search, for example) – you find THEM. How’s that for brand awareness generation?
Stat: 52% of survey respondents had discovered a new retail product on Facebook that they were interested in buying, rising to 78% in the 18-34 year group. (blog.hootsuite.com)
Social media is excellently suited to drive interest in products and services through the type of content published. It allows for displaying aspects of the business that traditional media isn’t able to. This includes real-time updates (e.g. promoting lunch-time special specifically at lunch time), social responsibility projects, online articles, tips and advice. It also supports different media types including images, text and video content that can be used interchangeably and even combined. This keeps the recipient interested and engaged – two key elements to attract and retain audiences.
Well crafted, high-quality content leads to improved brand affinity. Businesses are able to show their “character” and what they are all about. This makes them more personable, and marketing messages sent are likely to be received more favourable. An important factor to remember is that content should be customer-centric. People are interested in brands that are interested in them. And strategic content does just this, while also maintaining brand objectives. Win-win for everyone.
Stat: Today, 67% of the buyer’s journey is now done digitally. And decision makers consume at least 5 pieces of content before engaging with a sales rep. (www.superoffice.com)
Social media is where consumers interact with their friends and family, as well as brands. Many decisions are influenced by the content they are exposed to. This includes actual marketing messages from businesses, as well as what other people are saying about a brand.
The multi-step approach of social media (educate, inform, market) plays a major role when it comes to impacting decision-making. Even in-store purchases are influenced by posts seen on social media first. Customer service via social media also promotes sales as potential clients can get quick, personal feedback to questions or concerns (e.g. stockists, specifications, use etc).
Consistent useful, relevant, well-structured content can position the brand as a thought-leader or trusted advisor in their industry. The use of employee advocacy and social media influencers can also be pivotal in brand positioning. Online influencers, including a brand’s own clients and fans, are forms of word-of-mouth marketing that guide purchasing decisions. Along with great customer service, having excellent content and social media endorsers also contribute to total customer experience.
Stat: 57% of consumers say social media influences their shopping, led by Facebook at 44%. (www.wordstream.com)
And…. action! The above strategies all come together to persuade the user to take action. Social media has built-in options for different call-to-actions. These include driving online-based activities like promoting website traffic or direct purchases, as well as influencing offline actions like in-store visits. CTA messaging also can be customised to suit each businesses’ sales objectives.
Stat: Facebook is the preferred social platform of supermarket shoppers—89% use (www.wordstream.com)
And for those of you who think this is not for you because you have human sales consultants, think again. Social media can also be used for lead generation as well. Different strategies can be employed dependent on your business objectives and market, resulting in high-quality, up-to-date leads that your sales team can use to close the deal.
The best part is that social media provides accurate statistics that provide insight into the performance of activities. This includes actual social media stats (e.g. online conversions), as well as linking a business’s sales figures to social media activities to gauge purchase decision attribution. It gives you a snapshot of which activities result in the highest sales, providing insight for future activities.
Stat: Social media is fast becoming the go-to channel for sales people to find new prospects and reach their sales targets. In fact, 90% of top performing sales people now use social media as part of their sales strategy. (business.linkedin.com)
Social media has the tools, functionality, versatility and ability to support all phases of your sales cycle. When implemented correctly, it has the potential to increase sales results and return on investment. If you do not have the required expertise and resources within your business, consider consulting a social media specialist. It is worth the investment if the result is improved sales figures. Especially since social media strategists don’t just focus on once-off purchases, but on long-term relationships required for customer retention and repeat business.
After all, when it comes to business success, the bottom line is….. well, the bottom line.
Want to give your sales figures a boost? Make the call – contact Social Media 101 now. CLICK HERE to get in touch
In the current age of information, statistics reign supreme. Organisations rely heavily on data metrics for almost all business processes, from product development to marketing – and everything between. But what if the social media data that you analyse is the wrong kind of data? How would that impact your present business operations and your plans for the future?
What are social media metrics?
Metrics are quantity-based measurable data sets that can be used to provide information on a range of business activities. However, not all data metric types are created equal. Some figures are accurate and indicative while others, although they may be correct, provide irrelevant and/or misleading information. Based on the type of info provided, these data sets fall into two broad categories, namely: Vanity Metrics and Engagement Metrics.
Metrics: Vanity vs. Engagement
Vanity metrics: Vanity metrics are statistics that provide general information, and are usually too broad or vague to have tangible business impact. Figures such as page likes and average user time are examples of vanity metrics. While on the surface theses stats may seem impressive, they don’t actually tell you much about your active client base. For instance, “average time spent” includes the time that your page may be left open for hours by users that have no intention to purchase. But, the bad news doesn’t stop there. As vanity-based records are easily manipulated, the figures you see may be fabricated altogether. This is done by unethical methods such as buying bulk followers. Such followers are not actual people, but rather fake or automated accounts. Unfortunately, the rude awakening for businesses is only likely to arrive when it’s too late.
Engagement Metrics: Engagement metrics are relevant and factual statistics that provide valuable insight into your market. While these numbers are much more conservative that vanity data, engagement metrics are reliable and functional when it comes to practical application within the business environment. It is not only to the type of data, but also the level of detail that engagement metrics offer, that promotes knowledge-based decision making.
Engagement metric sets reflect how real people interact with your brand. Reports can be customised to show only relevant audience sectors in terms of your business’s geographic areas of operation and defined customer criteria. This helps to provide a more realistic indication of your actual consumer market. Furthermore, analysing your engaging audience demographic may reveal additional untapped audience segments to target for expansion. You can can review the success rate of different marketing approaches to maximise the efficiency of future activities. In addition, you can gain access to competitor social media information as well.
Engagement Metrics & Business Strategy
When it comes to business strategy, it is clear that the data type used has a serious impact on the success or failure of a venture. Make certain that the reports provided by your social media team reflect engagement metrics customised for your organisation’s specific requirements. Such statistics need to be critically assessed and interpreted by decision makers. Social media activities should be aligned with your business objectives, and marketing campaigns reviewed to determine return on investment. The analytic tools offered by social media are incredibly valuable, but only if they are used correctly. Tap into the wealth of information offered and reap the rewards that follow.
CLICK HERE to set up a meeting with Social Media 101
Social Media Employee Amplification is one of the three main categories of social media advocacy marketing. The other two categories are influencer marketing and customer endorsement. Influencer marketing relates to promotion by traditional brand ambassadors like celebrities or affluent personalities. More recently, social media accounts with a large follower base have been added as influential entities. Customer endorsement refers to positive public commentary by clients and is considered word-of-mouth marketing.
This article focuses on the third and most intriguing form of advocacy, namely employee amplification. We will explain what this concept means, what the benefits to using it are, and highlight key considerations for implementation.
What is Social Media Employee Amplification?
In short, this approach centres on harnessing the power of your staff as brand ambassadors for your organisation. The process itself involves tapping into the value offered by employees through social media activities. This is done by encouraging staff members to publish or share brand messaging on their personal social media pages. The concept of employee amplification certainly adds a whole new dimension to the term “human resources”…..
“76% of survey participants said they were more likely to trust content shared
by their network (people they know) versus content shared by brands.” (Adweek)
Who should use employee amplification?
Theoretically, any brand could use this technique, regardless of organisation size or business industry. But success of employee amplification hinges on how your staff feel about the brand. Are they passionate about it? Are they proud to be associated with it? Do they believe in the service or product offering? The more loyal an employee is, the more authentic their endorsement will be. No staff member should be forced to publicly support their employer via their personal platforms if they are not keen to do so. Unhappy or unwilling individuals are likely to cause more harm than good.
“79% of firms surveyed reported more online visibility after
implementing a formal employee advocacy program.
65% reported increased brand recognition.” (Hinge Marketing)
Benefits of Employee Amplification
Reach & Exposure: Earlier is year, Facebook made a change to its algorithm that had a major impact for business pages on the platform (click here to read more). The change meant that users see more posts from their friends rather than business pages, drastically reducing organic reach by brands. Employee amplification means that you can counter-act this change as content shared by staff will not have the same restrictions as posts shared by your business page.
Using business networking platform LinkedIn as part of an Employee Amplification strategy is also a great way to gain exposure via employees’ professional networks. The platform has a viral quality to their algorithms in that every post that a user likes, comments or shares is directed to their contacts timeline. Content shared by users has a generally much wider reaching when compared to a business’s own page.
Organic reach: As mentioned above, posts shared by employees will have organic (free) reach. Such exposure would result in better social media figures that are unlikely to be achieved via any other unpaid method. It is therefore a financially beneficial technique.
Credibility & Engagement: Content shared by a staff member is largely seen by people that know the person thus adding a level of credibility to the message. Posts by network contacts will also have a higher engagement percentage (views, likes, shares, comments) than those sent directly from the brand’s account.
Business & Marketing: Other tangible benefits include increased sales, improved brand awareness and affinity, and a higher level of consumer trust in the brand. Not only do these elements positively impact bottom line objectives, but also support other company activities like recruitment due to favourable positioning.
“Company branded messages reach 561% further when
shared by employees versus branded.” (www.postbeyond.com)
Ways to promote staff support & activity success
Position relevant/key employees as thought leaders and trusted advisors. This not only impacts the brand positively, but also helps elevate employees’ personal brands. For certain companies, this could also lead to more business. For example, a high-level or high-involvement sale often relies heavily on the relationship between sales consultant and potential client. As most people research new acquaintances online, the more impressive; credible and trusted the brand’s employees look, the higher the possibility of closing the deal.
Include value-rich content for users: Centre messaging should on interesting or useful content such as articles or tips. If you need to send out direct marketing posts, incorporate some sort of value for the recipient, such as a great offer or valuable resource.
Craft posts in a way that makes staff want to share it with their audience. Again, valuable and interesting content is key. This includes posts shared directly from the brand’s page, as well as employee-generated content. Visually appealing, good quality content is imperative to encourage staff advocacy.
Make the process as simple as possible. This means providing them with suitable high-quality, correctly sized images. Written content for posts can be provided as well should certain employees prefer a less time-consuming option.
“33% of employees agreed that relevant content would
encourage them to share.” (postbeyond.com)
Employee Amplification Strategy & Risk Mitigation Tips
Start by getting staff trained on social media fundamentals. Training will provide them with a basic knowledge of social media etiquette (such as do’s and don’ts), as well as best practices per platform. This upskills and empowers staff. It also ensures a level of quality when it comes to social media activities. These skills will benefit them in both in their personal and professional capacities.
Have a social media policy in place to mitigate potential risk. This is an imperative requirement that needs to be in place before employee amplification activities start. It provides staff with rules to abide by and sets out company recourse if they fail to do so (including possible legal action). It is best to consult a legal expert knowledgeable on the social media legal landscape for advice.
Implement an internal social media procedure. Structure a plan that includes an approval process so that all content is screened prior to publishing. Each participating employee’s personal accounts should also be screened before they share any company posts. This will prevent the brand from unintentionally associating themselves with undesirable viewpoints that the employee may have on their page (such as prejudicial or controversial content).
Offer employee incentives. While you may be fortunate enough to have staff that are happy to share brand messaging out of sheer loyalty, use incentives as effective motivators. Whether you measure trackable data (e.g. clicks to website) or engagement statistics (such as comments, shares and likes), the choice is yours. You can also have specific rewards for a certain outcome, such as lead generation or recruitment referrals. You are likely to find quite quickly that the value gained from leveraging off staff resources far outweigh the incentive expense.
“31% of high-growth firms have a formalized employee
advocacy program.” (Hinge Marketing)
Social Media Employee Amplification is an under-utilized method that could open up vast opportunities for your organisation. However, it is a technique that requires planning, research and infrastructure before implementation. Statistics clearly reflect that the effort and resources required are a viable investment with attractive returns. In this context, being a statistic is a good thing – so get started now!
Need assistance with employee amplification? We can help with:
- Social media training workshops (employee amplification, personal branding, social media etiquette, how to understand and analyse data)
- Structuring customised social media policy and procedure documents
- Screening employee social media platforms
- Complete content and platform management
- Influencer marketing
…..and much more.
CLICK HERE to contact Social Media 101