The importance of social media and social media marketing cannot be stressed enough as we are quickly moving into the digital age. The dominating social media platforms today, such as Facebook, X/Twitter, Instagram, and most, importantly for businesses and networking, LinkedIn, have all transformed how we see businesses and branding. So, what has social media and, as an extension, social media marketing done for businesses and the Channel at large, and how can we leverage it for growth?
Social media has enabled businesses to not only engage with their audience on a massive scale, but it also provides a means of two-way communication between the customers and the business itself. This has also given rise to expert marketers, or influencers, who often act on behalf of or as the face of a business. But influencers aren’t the only people pulling the strings, the most important people sit behind the curtain, the social media managers.
The rise of social media managers began in the early 2000s, and their job description was notably simple: increase the brand’s follower count on Twitter (now X) and Facebook, create daily product-focused posts using basic design templates, and respond to all comments. Over the past two decades, this role has become so much more and as a result what was maybe one or two people churning away behind a computer screen is now an entire team with a diverse skillset. You have roles such as data analysts, designers, strategists, all dedicated to learning as much as they can about their target audience and what the latest trends are.
Brand identity is a key component of any social media presence. When first starting out on social media you have a blank canvas to work with, how do you want to present your company to the wider world? Well, you need to know exactly what you are going for and who your audience is when creating your branding on social media. Companies that have been successful in doing so, such as Wendy’s with their notorious snarky Tweets and extra-company banter have captured social media hearts by storm.
Having an online presence is essential in the digital age. Customers prefer brand content that features products or service, or real customers demoing/reviewing products, and social media is where customers will go to discover brands. Through social media, your voice is amplified ten-fold, and you can reach a much wider audience than ever before and connect on a deeper level with your customers.
Above all, the goal of social media and marketing is to attract customers, but what do you do once you have their attention? It isn’t simple, there is no one-size-fits-all strategy for customer retention. What is important though is ensuring a quality customer experience and going above and beyond the norm to set yourself apart from the competition and give your customers what they need, not what you think they need.
An effective social media marketing campaign has five key factors: Goal Setting, Audience Awareness, Social Media Audits, Content, and Messaging. Social media acts like a megaphone for your message and leveraging this allows us to engage with a wider audience than ever before. And now with how interconnected everyone is, your message can be shared, reposted, linked and brought before even more people than your initial target audience.
If you aren’t taking advantage of social media to its fullest potential, then you are doing your company a major disservice. And not only should you be building up a social media presence for your company, but also for your C-Suite executives as well. Everyone plays a role in a company’s social media presence. Customers love to put a face to a company, and in the digital age authenticity is a major sticking point.
The best way to put a face to your company is to establish a presence for your executives, and pretty much anyone in your company. 63% of people say CEOs who have social profiles are better representatives for their companies than those who do not[1].
No matter what your company is doing, make sure that you are taking advantage of the evolving market to get your name out there through social media, but not everyone has the time to manage their social media presence, and this is when companies either create a social media team or seek external assistance through firms that offer go-to-market strategies and social media expertise and know the ins and outs of the various platforms.
That’s where JSG comes in. Our team of social media gurus can take the reins of your online presence, crafting engaging content, managing your channels, and building a loyal following. If you’re interested, reach out to info@jsgnow.com.
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