Social media can be a useful source of market information and a way to hear customer perspectives. Blogs, content communities, and forums are platforms where individuals share their reviews and recommendations of brands, products, and services.
Businesses are able to tap and analyze the customer voices and feedback generated in social media for marketing purposes. In this sense the social media is a relatively inexpensive source of market intelligence which can be used by marketers and managers to track and respond to consumer-identified problems and detect market opportunities.
Unlike traditional market research methods such as surveys, focus groups, and data mining which are time-consuming and costly, and which take weeks or even months to analyze, marketers can use social media to obtain ‘live’ or “real time” information about consumer behavior and viewpoints on a company’s brand or products.
Social media can be used not only as public relations and direct marketing tools, but also as communication channels targeting very specific audiences with social media influencers and social media personalities as effective customer engagement tools.
Social networks are, in many cases, viewed as a great tool for avoiding costly market research. They are known for providing a short, fast, and direct way to reach an audience.
Facebook and LinkedIn are leading social media platforms where users can hyper-target their ads. Hypertargeting not only uses public profile information but also information users submit but hide from others.
Engagement in social media for the purpose of a social media strategy is divided into two parts. The first is proactive, regular posting of new online content. The second part is reactive conversations with social media users responding to those who reach out to your social media profiles through commenting or messaging.
We are focusing on digital marketing, so we will let it to your PR Agency to handle the best way to achieve a successful Influencer collaboration for your business. However, when we talk about online things, we can surely help you succeed in that direction.
Owned social media channels are an essential extension of business’ and brands in today’s world. Brand must seek to create their brand image on each platform, and cater to the type of consumer demographics on each respective platform. In contrast with pre-Internet marketing, such as TV ads and newspaper ads, in which the marketer controlled all aspects of the ad, with social media, users are free to post comments right below an online ad or an online post by a company about its product. Companies are increasing using their social media strategy as part of their traditional marketing effort using magazines, newspapers, radio advertisements, television advertisements. Since in the 2010s, media consumers are often using multiple platforms at the same time (e.g., surfing the Internet on a tablet while watching a streaming TV show), marketing content needs to be consistent across all platforms, whether traditional or new media.
There is a lot more attention to be paid towards social media sites because people need updates to gain brand recognition. Therefore, a lot more content is need and this can often be unplanned content.
Twitter allows companies to promote their products in short messages known as tweets limited to 280 characters which appear on followers’ Home timelines. Tweets can contain text, Hashtag, photo, video, Animated GIF, Emoji, or links to the product’s website and other social media profiles. Twitter is also used by companies to provide customer service Some companies make support available 24/7 and answer promptly, thus improving brand loyalty and appreciation.
Facebook pages are far more detailed than Twitter accounts. They allow a product to provide videos, photos, longer descriptions, and testimonials where followers can comment on the product pages for others to see. Facebook can link back to the product’s Twitter page, as well as send out event reminders.
LinkedIn, a professional business-related networking site, allows companies to create professional profiles for themselves as well as their business to network and meet others. Through the use of widgets, members can promote their various social networking activities, such as Twitter stream or blog entries of their product pages, onto their LinkedIn profile page. LinkedIn provides its members the opportunity to generate sales leads and business partners. Members can use “Company Pages” similar to Facebook pages to create an area that will allow business owners to promote their products or services and be able to interact with their customers.
Started as an alternative to SMS, WhatsApp now supports sending and receiving a variety of media including text, photos, videos, documents, and location, as well as voice calls. WhatsApp has a customer base of 1 billion people in over 180 countries. It is used to send personalised promotional messages to individual customers. It has plenty of advantages over SMS that includes ability to track how Message Broadcast Performs using blue tick option in WhatsApp. It allows sending messages to Do Not Disturb (DND) customers. WhatsApp is also used to send a series of bulk messages to their targeted customers using broadcast option. Companies started using this to a large extent because it is a cost-effective promotional option and quick to spread a message.
Instagram have more than 1 billion monthly users worldwide. The user engagement rate of Instagram is 15 times higher than of Facebook and 25 times higher than that of Twitter. When it comes to brands and businesses, Instagram’s goal is to help companies to reach their respective audiences through captivating imagery in a rich, visual environment. Moreover, Instagram provides a platform where user and company can communicate publicly and directly, making itself an ideal platform for companies to connect with their current and potential customers.
Snapchat is a popular messaging and picture exchanging application. The application was first developed to allow users to message back and forth and to also send photographs that are only available from 1–10 seconds until they are no longer available. The app was an instant hit with social media members and today there are up to 158 million people using snapchat every single day. It is also estimated that Snapchat users are opening the application approximately 18 times per day, which means users are on the app for about 25–30 minutes per day.
YouTube is another popular avenue; advertisements are done in a way to suit the target audience. The type of language used in the commercials and the ideas used to promote the product reflect the audience’s style and taste. Also, the ads on this platform are usually in sync with the content of the video requested, this is another advantage YouTube brings for advertisers. Certain ads are presented with certain videos since the content is relevant. Promotional opportunities such as sponsoring a video is also possible on YouTube, “for example, a user who searches for a YouTube video on dog training may be presented with a sponsored video from a dog toy company in results along with other videos.”
Here are the metrics we usually monitor to determine the success of our social media campaigns
Web site reports
This involves tracking the volume of visits, leads, and customers to a website from the individual social channel. Google Analytics is a free tool that shows the behavior and other information, such as demographics and device type used, of website visitors from social networks. This and other commercial offers can aid marketers in choosing the most effective social networks and social media marketing activities. Our team can provide a fine configuration and tuning of Google Analytics to obtain accurate reports.
Return on investment data
The end goal of any marketing effort is often to generate sales. Although social media is a useful marketing tool, it is often difficult to quantify to what extent it is contributing to profit. ROI can be measured by comparing marketing analytic value to contact database or CRM and connect marketing efforts directly to sales activity.
Customer response rates
Several customers are turning towards social media to express their appreciation or frustration with brands, product or services. Therefore, marketers can measure the frequency of which customers are discussing their brand and judge how effective their Social Media Marketing strategies are.