Although it is still in the midst of the era of web-based brand marketing, driven largely by the technique of search engine optimization and search marketing, the business revolution is starting to take notice of social media.
Recent surveys show that social media giant Facebook, for example, has more links online through search than any search engine other than Google. This slow but constant change has alerted many companies to the importance of managing social networks, in order to ensure an even greater web presence than they already had thanks to SEO (search engine optimization).
Smart use of the main social networks
The sheer ubiquity of social media can be overwhelming for the latecomer; all startups try to emulate the success of Facebook, LinkedIn and Twitter, because the advertising potential for the masses is tremendous. This variety of options has led to the rise of social media management, which allows businesses to keep track of the myriad of platforms being used for social engagement.
In addition to being perfectly aware of the network’s comments, they can often integrate aspects related to media marketing, such as newsletters and email marketing, into the network. A midsize business can have connections to literally a hundred different sites, and social media management can override the time-consuming practice of logging into each one individually to update status, renew offers, or a myriad of other things a business might use to engage your audience.
The management of social networks is not limited to managing the pre-existing contacts of the company; it also extends its reach. It allows a business to advertise and attract product promoters through contests and affiliate sponsorships, introducing their services to both targeted and untargeted traffic.
A strong social management program should enhance a company’s media strategy through diversification; tracking analytics, notifying admins of major changes in the community, such as a mass exodus from the network for whatever reason, and last but not least, having an attractive interface, which is just as important as the above attributes.
The importance of the first page
Creative and engaging landing pages have always been at the forefront of web design and will continue to be even more critical with the migration to social media management platforms. Ultimately, all of these things have two goals in mind: to create a sense of community and to extend that community.
Social media management also involves designing general guidelines for dealing with a company’s customer base. Is it more optimal to delete any negativity or information that could put the company in a bad light immediately from the message boards or Facebook walls? Research would suggest not always; particularly in the event of a misunderstanding regarding product specifications.
Let go of old sorting methods
Of course, outright spam should be consigned to the dustbin; but other statements can give a company the opportunity to engage constructively with its fan base by elaborating on an idea, creating an atmosphere of trust and engagement with the audience. A particularly well-constructed clarification can then be recycled through the social media management network to other users, who might have had similar questions. In keeping with the user-oriented nature of the above transaction, any chance a company has to engage its base should be taken advantage of.
Opinion polls for better service and fresh ideas, contests and free giveaways can pay dividends in the long run. Ultimately, although the main objective of social media management by the company is the consolidation of resources; the outward appearance should always be one of keeping the customer first and interacting with them as an individual entity.
