Social media marketing is the process of connecting with others and sharing your business’s products, services, and news. Generally, social media engagement takes place in two ways: proactive and reactive. Proactive content includes the posting of digital photos, videos, and text, as well as discussions. Reactive content involves responding to users’ comments and messages. Compared to social media, traditional media have limited mechanisms for customer feedback.
Before you begin your social media marketing campaign, it’s important to decide what your objectives are and which channels to focus on. A good example of this would be choosing a platform that will best match your business, for example, if you sell athleticwear, you should focus on Instagram, where athleisure-loving millennials spend a majority of their time. Stephanie Morgan, founder of social media agency Social Lock, advises determining your most important KPIs and metrics.
The most important factor to consider when choosing a social media platform is the size of your target audience. A small audience doesn’t mean much if the users aren’t active. Snapchat and Facebook are the most popular platforms, as their users are more active. On average, internet users have eight or more social media accounts. So, if your audience is small, choosing one of these platforms won’t produce good results.
The content you publish on your social media accounts should match the voice and values of your brand. Unlike traditional advertising, social media gives you the opportunity to express a more human side of your business. Customers are increasingly accustomed to lighthearted content and are more likely to buy from your brand if they find it funny. Social media allows you to show the “human” side of your brand without overdoing it.