Social Media Tips for Business Archives - Social Media 101
WHAT ARE THE TRENDS IN SOUTH AFRICA’S SOCIAL MEDIA LANDSCAPE?

WHAT ARE THE TRENDS IN SOUTH AFRICA’S SOCIAL MEDIA LANDSCAPE?

Over the past year and half a shift has been felt in the behaviour of social media users. This shift has had a significant impact in the way that brands and businesses interact with their audiences on social media. Ornico Group hosted a virtual panel discussion on their Annual South Africa Social Media Landscape Report. In the riveting in-depth discussion, the panel provided insight on the latest social media trends shaped by the Covid-19 pandemic. Below we have highlighted the panel’s findings on how brands are engaging their audiences on social media.

 

PANDEMIC DRIVEN DIGITAL CHANGE

Covid-19 has had a lasting impact on how businesses operate. Brands have had to urgently pandemic-proof themselves with fresh and innovative ideas to ensure they stay alive. Social Media has undoubtedly played an enormous role in the survival of many businesses. Businesses have taken advantage of this and heightened their marketing strategies. According to the World Wide Worx, South Africa’s e-commerce sales increased last year by 66% to more than R30-billion as the result of the pandemic because South Africans were opting to buy goods and services online. The South Africa Social Media Landscape Report 2021 found that the top five social media platforms that brands are highly active on in SA are Facebook, Instagram, LinkedIn, Twitter and YouTube. A trend expected to be seen in the next 12 months is the presence of more brands on Corporate Blog, Clubhouse, TikTok, and WhatsApp just to name a few. Arthur Goldstuck, CEO of World Wide Worx says the big move to a platform such as Clubhouse will be felt in South Africa now that the platform is available on android, it was previously only available on IOS, while TikTok’s user base is evolving fast making it difficult for brands to keep up with it. Another trend is the increase of live streaming that experts expect to continue rising. 

 

GROWTH OF SOCIAL MEDIA USERS

We have been hearing about the growth of social media users but what do the actual numbers look like? According to the South Africa Social Media Landscape Report 2021, the DataReportal’s Digital 2021 – Global Overview Report indicated that by January 2021, 4.66 billion people globally were using the internet. This is a growth of 316 million (7.3%), and 4.2 billion social media users, growing by 490 million users (13%) from the previous year. The report further indicated that for the same period, the number of internet users in South Africa increased by 1.7 million to 38.2 million users (4.5% increase). It further shows that in the past year, the number of social media users in South Africa has increased to 25 million which represented an increase of 3 million users (14% increase). It is also important to note that there are 24.63 million number of social media accessing via their mobile phones. A total of 98.5% of social media users access platforms using their mobile phones in South Africa.

 

ADVERTISING ON SOCIAL MEDIA

While TV and radio are still seen as the rulers of advertising, it has become clear that social media has “entered the chat”. Businesses are not only realising the importance of advertising on social media, but they are realising that it’s not as simple as posting a picture on Facebook and hoping that your audience sees it, unless you kindly ask Beyonce or Kim Kardashian to post your product to their millions of followers. Even then, an actual social media strategy is needed. The truth is brands are already occupied with the day-to-day aspects of their businesses that they do not have the time nor possess the skills in place to leverage and manage social media effectively to properly execute social media strategies. According to the South Africa Social Media Landscape Report 2021:

  • 9% are ill-quipped
  • 7% are less equipped
  • 30,6% have an adequate skillset
  • 49% have a good skillset
  • 12,6% have an optimal skillset

 

The biggest trend seen in business is brands turning to social media consultancies, marketing agencies, and PR teams for a helping hand. Brands that take their businesses seriously have a set budget purely for social media. The advantage that comes with advertising on platforms such as Facebook, LinkedIn, Instagram etc is that you get more for your buck! Social media advertising enables a business to reach an audience that they would not have been able to reach before at a lower price compared to traditional advertising. 49.5% of companies in South Africa are spending less than R10 000 per month on social media advertising. 1 in 5 companies are spending more than R50 000 per month, and that figure is expected to increase in the next 12 months.

 

THE RETURN OF INVESTMENT

The return of investment (ROI) that brands are seeing because of social media can be difficult to pinpoint however the South Africa Social Media Landscape Report 2021 finds that several businesses say the highest level of investment they have seen has “come in the form of brand awareness, sales, and customer insight”. They have also seen a greater appeal to targeted audiences, improved search ratings, greater cost effectiveness, improves brand loyalty, inbound traffic, increased market share, and better customer satisfaction as brands are easily accessible making communication between the two more effective. “This should be a wakeup call to brands who are not focused on sales, who don’t have an effective social media presence, that this has a direct impact on the bottom line if they do it right” says Arthur Goldstuck, CEO of World Wide Worx.

 

CHALLENGES FACED IN SOCIAL MEDIA ADVERTISING

Social Media data has played a significant role in the relationship between brands and their customers. Businesses have been given a front row seat in getting to know their behaviours and preferences. This powerful data has enabled businesses the ability to build strategies based on the insight they have received directly from their customers. Because of this reason, businesses have been able to evolve in the ever-changing landscape of social media as the behaviours of their audiences evolves too. This has consequently [for businesses] resulted in the App Tracking Transparency. This basically means that social media platforms such as Facebook will have to ask users using apple devices with the new iOS update for permission in order for the platform and advertisers to track their behaviours. Should users opt for their data to not be collected, advertisers will no longer be able to track customers. According to the South Africa Social Media Landscape Report 2021 “the best way to propel a business forward into the digital future is to ensure that we fully understand the digital customer through multiple data points and analytics”. Without the ability to track and measure this data, could pose a challenges for brands on the platform.

 

If your business needs support with its overall digital strategy, paid media, content creation or community management, get in touch with one of our digital specialists CLICK HERE or mail us at: info@socialmedia101.co.za 

7 SOCIAL MEDIA WINS EVERY BUSINESS SHOULD FOLLOW

7 SOCIAL MEDIA WINS EVERY BUSINESS SHOULD FOLLOW

Over the years, businesses have enhanced their digital footprints tremendously. Social media is undoubtedly one of the best vehicles that brands can use to drive their business objectives and achieve their goals. With that being said, not all businesses achieve success through social media. Here are a couple of things that you can do to gain an edge over your competitors.

 

1. CONTENT THAT DRIVES BUSINESS OBJECTIVES

Social media is not fluffy, it is a strategic tool that can be used to drive tangible business value. These objectives could include (but not limited to): brand awareness, building a database, increase app downloads, registering for an upcoming event or driving traffic to your online store. Whatever your objective, it is important to create content that provides value to both the business as well as the customer.

 

2. UTILISING THE RICH PLATFORM DATA

The various social media platforms have gathered an incredible amount of user data, by utilising this data you are able to communicate directly to your ideal customer with little to no wastage. You are able to target your ideal customer based on demographics, interests or behavioural data. Thus, allowing your business to speak to the right person, at the right time, with the right message – at scale.

3. SUPPORT THE ENTIRE CUSTOMER LIFE CYCLE

 Social media can support the entire customer life cycle all the way from brand awareness through to the actual sale and even after sales support. With the data contained within the various social media platforms you are also able to track and retarget users with customised content based on where they are in the sales cycle and to support them throughout their customer journey.

 

4. CUSTOMER SERVICE THAT DELIGHTS

 Customer service online should not just be a box that needs ticking. It is important that when your customers reach out to you online with questions, queries or complaints you are able to respond quickly and effectively. There is nothing more frustrating than reaching out to a brand online only to be redirected to a dusty email inbox. It is important that your community managers are empowered to solve issues in real-time.

 

5. PEOPLE DON’T HATE ADS

People don’t hate ads; they hate irrelevant ads. Social media allows brands to connect and advertise directly to their ideal customer solving real problems, offering solutions and adding value. Make sure to customise your content and messaging based on your target audience.

 

6. CONTENT SCHEDULE

 It is important to keep track of your digital marketing strategy. A good way to do this, is by preparing a monthly / weekly content schedule. Not only is this for time management, but this allows you to have a bird’s eye view of your key messaging, content and publishing dates.

 

7. LESS IS MORE

The saying ‘less is more” is oh so relevant on social media. The notion that businesses have to post every day is flawed. Content creation is expensive and takes a lot of time and resources, thus you have to ensure that you’re getting the most value out of the assets that you have created. Focus should be on quality over quantity. This is where utilising paid adverting can be useful in terms of extending the longevity of your posts.

 

READ MORE: 7 SOCIAL MEDIA SINS EVERY BUSINESS SHOULD AVOID

 

If your business needs support with its overall digital strategy, paid media booking, content creation or community management schedule a free call with one of our digital specialists CLICK HERE  or mail us at: info@socialmedia101.co.za 

 

 

 

 

7 SOCIAL MEDIA SINS EVERY BUSINESS SHOULD AVOID

7 SOCIAL MEDIA SINS EVERY BUSINESS SHOULD AVOID

Social media has increasingly become a powerful tool that businesses in various industries have tapped into as means to drive their business objectives. With that said, some businesses are unaware of the social media sins that they are inadvertently committing that could be hindering their success. Here are Social Media 101’s 7 social media sins that every business should avoid.

 

1. WASTING TIME GROWING FOLLOWERS

Over the years, social media platforms have throttled the organic algorithm. This means that the organic reach is now limited to 1-5% of people who follow your page and have opted in to hear from you. The days of posting and expecting your entire audience  to see your posts are in the past. Paid advertising is a must for every business on social media. It allows you to reach a wider audience than just the people following your page. The advantage that comes with paid advertising is the ability to target your ideal customer based on their demographics, interests and behaviours. This ultimately gives your business an edge over others that have not yet tapped into this social media function.

 

2. ONLY FOCUSING ON ENGAGEMENT 

While engagement looks good on your business and personal page, does it drive business values? Engagement is a vanity metric that gives the business social clout however there are other metrics that you should be focusing on to measure true business value. Tracking metrics that drive business objectives should be the number one focus. Metrics such as ‘Traffic’ lead potential customers to the website, and more often than not turn into sales, while ‘Reach’ helps businesses get more eyeballs on their content.  It is important to track the metrics that directly relates back to the business objective that you are looking to achieve with a post. Ask yourself the question “does this metric support my business objective.”

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Customer Service Versus Customer Experience

Customer Service Versus Customer Experience

Customer Service Versus Customer Experience: The term “Customer Experience” or CX is often mentioned in business – more so over the last couple of years. But what exactly does it mean? Is it just another way to describe customer service or is it something else altogether? In this article, we look at what Customer Experience is all about, what sets it apart from customer service and what significance it holds for business. We explain why your organisation should adopt a CX approach, and also provide practical solutions, like social media techniques, to help kick start this transition. Intrigued? Let’s get started.

CUSTOMER SERVICE VERSUS CUSTOMER EXPERIENCE

Customer service, customer experience – Aren’t they the same thing? Not quite. Both concepts deal with the interaction between brands and consumers, but the way in which this takes place differs from one approach to the other.  Customer service generally refers to actual tasks and actions related to serving and servicing customers. Customer experience, on the other hand, focuses on public perception of the brand in its entirety. It is important to note that customer service remains a key component of customer experience. The difference is that with a CX approach, customer support activities form part of an integrated client-focused business strategy as opposed to being an independent department or set of tasks. Each term can be defined as follows:

> Customer service refers to support provided by a company to its clients. It generally includes services such as responding to queries (e.g. product price and stockists), sales support (e.g. sales consultants in-store) after-sales assistance (e.g. technical support) and complaint resolution.

> Customer Experience (CX) encompasses the entire journey or sum total of experiences that a client has with a brand. It includes everything from the first point of contact (such as seeing an advert on social media or a product in-store) to post-sales customer relationship. It not only includes physical factors such as the quality of a product, but also emotion-based elements such as customer perception and brand sentiment.

Customer Services versus Customer Experience – As a quick reference, here’s a comparison between customer service and customer experience, highlighting key characteristics of each approach: 

 

WHY CHANGE TO A CX-BASED BUSINESS APPROACH?

The answer to that lies in understanding why the CX approach emerged in the first place. The customer experience approach was developed as a response to changing consumer demands. Recent changes saw purchasing behaviour being influenced by client-centric elements at an increasing rate. This shift in consumer behaviour led to companies changing their business models to suit these demands. The result was a highly customer-centric approach that not only catered to these client needs, but also the changing business landscape in terms of digitisation and alternate media. This was termed the Customer Experience approach.  In the current market, convenience, user-value, personalised communication and brand image are slowly overtaking price as decision-making factors by buyers. In fact, according to statistics, 86% of buyers will pay more for a better brand experience (www.qualtrics.com).

So back to the question: Why change to CX? Well, it simply comes down to supply and demand. Customers demand a CX approach – and the better a brand supplies this demand, the higher their success potential. Studies show that this shift is not just a passing fad – they indicate that by 2020, customer experience will overtake price and product as the key brand differentiator (www.econsultancy.com). This is further backed up by Deloitte who state that a consumer’s decision to buy a product or service is impacted by their overall enjoyment of their experience. (www.econsultancy.com). In a consumer-driven business environment, failing to meet customer demands will not just lead to unrealised sales potential, but inevitably, losing market-share to competitors that satisfy said demands. 

 

HOW SOCIAL MEDIA CAN HELP YOU TRANSITION TO A CX-BASED APPROACH

By design, social media platforms are ideally suited to a CX-based approach. Below is a list of business characteristics for a strong customer centric approach and details on how social media supports each element:

> Convenience: Consumer research shows that the preferred brand platform for communication is social media. This communication includes sales & marketing content, as well as customer-service-based interactions such as queries, complaints and technical support. Most web-traffic being mobile-based, and as social media is highly mobile-optimised, this increases convenience for customers.

> User Value: Customers support brands that provide some sort of value for them. Social media supports value-rich content such as articles, blogs and surveys. The ability to upload different media types (e.g. images, videos and slideshows) also boosts entertainment and enjoyment levels for consumers.

> Responsiveness, adaptability & interactivity: Clients expect quick turn-around times, responsive service and personalised two-way communication. Social media promotes all this and more. Brands can interact on a one-on-one basis with clients, as well as provide personalised marketing messaging to different client segments. By nature, social media response times are much faster than most traditional customer service methods. Brands can even change their native content in minutes should there be a serious negative response by consumers.

> Positive Brand Image & Affinity: Social media allows brands to position themselves in a desirably manner to boost sentiment. This can be done by increasing user-value through content (as mentioned above), as well as by highlighting positive elements such as a business’s community work or social responsibility projects.

> Customer Journey & Relationships: Social media supports the entire customer journey – from the first point of contact to every other interaction thereafter. This includes brand awareness, sales, marketing, technical support and after-sales communication. It also allows for consistency of experience throughout this journey.

> Quality Service: The combination of the above factors, along with other related functions, means that social media helps improve the overall quality of service that a business offers. This ties in to the overall experience that a customer has with a brand, which is what CX is all about.

To summarise, the core goal of the customer experience approach is to promote positive brand perception that leads to long-term customer relationships. This in turn helps achieve brand objectives such as sales generation, customer retention and business growth. CX is rapidly becoming the primary factor influencing purchasing decisions and customer loyalty. For business success, it is imperative for companies to implement a CX-based approach as part of overall business strategy. Social media is excellently suited to support customer experience and business goals. It is also a cost-effective and non-disruptive way to transition businesses from a purely customer service approach to a customer experience approach. And in a relatively short period of time.

Need assistance with your CX-based activities? Social Media 101 can help with customised solutions to suit your unique business needs. CLICK HERE to get in touch with Social Media 101.

 

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.