Though there are always differences in opinion about the effectiveness of Social Media Marketing, the exposure that brands receive as a result cannot be ignored. Putting together a social media campaign here in San Diego, is very different than in other parts of the country though. Meaning each city, market, and person has a different reason for “liking” or “following” a page.
I thought that it may be useful to list some considerations as to why people “like” and “follow” businesses on social media sites like Facebook and Twitter and what the expectations are when following a brand. Many people treat these channels as a new advertising stream and although that is true, it isn’t quite that simple. Remember that people see television commercials because they happen to be watching a show, well social media is no different. Although you may get people to “like” or “follow” or whatever else your page, if you are not bringing something of value to the table they can just as easy “unlike” or have a bad experience with your business or brand.
Remember that people are using your social media page because they want something, very rarely is it just out of the kindness of their heart. This begs the question, what do they want? Though that answer is different for every product and business, I have outlined some of the types of things that people are looking for.
- Answers to Questions – Customers have lots of questions and often times go to social media sites to find the answers now. They may post on a wall to ask, leave a review, or scan the site for information. Make sure that you have your page set up to provide as much relevant information as possible and that you have a system set up to address questions quickly and effectively. This is the expectation.
- Updates on New Products or Specials – People are always looking for a deal right? Well they certainly are looking for updates, deals, and contests, on social media channels as well. Make sure that if you are running deals or launching new products to talk about it a lot before the launch or before it happens and ask people to share or retweet to help spread the word. Remember that people following your brand like it and are often times happy to help spread the word about something they see value in.
- Information on Your Industry – Let be honest, you are the expert at what you do, right? Well you should leverage yourself this way on social media. Many people go online looking for information on industries that they want to learn about, so make sure you are putting relevant industry information out there for your audience.
- To be Entertained – Last but certainly not least, never lose site that the most popular social media sites are all about staying connected and entertained. Even the most “serious” businesses should keep this in mind when posting and creating content. Entertainment happens in a variety of different ways, so remember to think about what your audience would like not what you would like.
This is nowhere near an exhaustive list, but if you keep these major considerations in mind when planning a campaign, you will be headed on the right path. Remember to always keep your audience in mind when posting content. It should not be a constant stream of ads, but rather something engaging and entertaining.