Social Media: A Brand's Best Friend
Social media, when used properly, has the potential to be a brand's best friend! But, on the other hand, when a social media page or profile is left unmonitored or forgotten it can quickly turn into a company's worst nightmare.
Why Is Social Media So Important?
Users on Social Media by Channel:
- Twitter: 330 million active users worldwide with an average of 500 million tweets shared daily!
- Facebook: Over 2 billion monthly active users and more than 140 million businesses.
- Pinterest: 300 million active users across the globe have pinned over 200 billion pins.
- Instagram: More than 1 billion monthly active users, and more than half of their users are under age 34.
- LinkedIn: Over 660 million members from over 200 countries, and is considered the best B2B platform for gaining leads.
Beyond the number of users social media platforms have, the engagement level of users has continued to rise. The amount of traffic generated from social media platforms continues to rise each year, and it’s considered one of the top sources of website traffic, according to Social Media Today. So what does that actually mean? It means that more people navigated to websites by clicking on links they found in social media rather than links they reached in search engines. That is a BIG deal for digital marketers!
If more people are finding their daily content within their social media platforms instead of directly searching for what they are looking for in Google, Bing or other search engines, digital marketers need to make sure their content is not only optimized for SEO but for maximum shareability, virility and audience engagement. This means content needs to provide the information people are looking for while also including short and compelling key takeaways that encourage people to share and interact with the piece on social media.
Why Is It Important For Brands to Be on Social Media?
In case the vast amount of users regularly using social media was not enough to compel a brand to see the value in social media, Hubspot reported earlier this year that 73% of markers indicated their social media efforts were essential for their business. They also noted that marketers believe social media is one of the best ways for your brand to engage or respond to a customer.
In the digital world we live in, a brand has to figure out which platforms their target audience occupies and make sure they are engaging there. Consumers expect marketers to come to them! So don't miss out on the opportunity to reach your audience.
How often should companies be posting on their social pages?
Of course, there is no easy answer to this question. For starters, the answer varies based on which social channel the marketer is utilizing, as well as the industry the business is in. When deciding the best schedule for you, always start by looking at what content is currently working and what is underperforming.
It is also important to keep in mind that social media is a pay-to-play world. Although the cost-per-click on some social advertising channels are currently shrinking, keep in mind not all of your account followers are going to see your content. So, brands have the flexibility of posting multiple times daily, without overwhelming their users. That being said there is such a thing as too many posts! We recommend testing out multiple posting schedules on the various platforms to decipher the best number of posts for you.
On Facebook, we recommend posting fresh content two or three times a week. This does not need to be strictly content from your website; this can also include sharing relevant news for your industry or a human interest post about individuals in the office.
On Twitter, users’ news feeds are updated with new content by the minute, allowing brands to post more frequently than other platforms without badgering their users. We would not recommend posting more than once an hour unless there was a particular event that you were live tweeting or updating your followers on. We also do not recommend tweeting more than eight times a day unless you are aiming to reach an international audience where you will be posting on a 24-hour schedule.
Since LinkedIn is a more professional platform that sees the most activity Monday through Friday, we recommend only posting on weekdays. Since the content shared on LinkedIn is different from many of the other platforms, keep your posts professional and only post once or twice daily in an attempt to not overwhelm the individuals following you.
Pinterest is a very different platform than the others, as there are no strict rules for how often to use the platform. One thing we do recommend is including a variety of content from other relevant, reliable and credible sources. Do not just put your website content and blogs out on Pinterest. Take the time to share content that pertains to your field and that you find is consistent with your messaging and quality of content.
For Instagram, we recommend staying active by posting multiple times a week but not posting more than two or three times per day. When posting on Instagram as a business it is very important to have a balance of content based pieces and fun images!
Keep in mind these are general guidelines and vary from industry to industry. The best way to find out what is best for your particular profile and audience is to A/B test. Once you have decided what has been working and what hasn't been working for you in the past, play around with the schedule you use.
How to Make or Break Your Social Presence!
Beyond just posting and sharing content, it is important for brands to interact with their users. This involves more than just liking their positive comments on your posts! When a user asks a question, it is important for them to receive an answer in a timely fashion. When a user posts a negative review or comment, it is crucial that a brand replies to that negative feedback and shows that they are doing what they can to make it right in the eyes of that customer. Oftentimes, taking the time to follow up with the disgruntled individual, finding a resolution and showing that someone from the company cares is enough to turn them into a happy and loyal customer.
Individuals use social media as a way to connect with their friends and family. When brands move into that space they need to be prepared to provide those human interactions and connections with the users taking time to interact with them! It is more important for brands to engage with the comments, reviews, tweets, tags and posts of their audience than to constantly push out content.
When this engagement and personal touch is overlooked is when a seemingly harmless social media page can turn into a full blown disaster! Be sure to show your audience you are present and appreciate their feedback both positive and negative - it is how your company can grow and learn.
Let Blue Compass Help You Boost Your Brand’s Social Media Presence
Our team will help your brand navigate the ins-and-outs of social media, and together we can decide which platforms your brand would thrive on. Through our social media marketing services, we’ll work as a partnership with your team to set up strategically targeted advertising and ensure we bring quality users back to your website. Reach out to learn more about how social media can help with your overall online presence!
More Helpful Social Media Resources: