A strong social media campaign focuses on meaningful content that encourages engagement.
Why Use Social?
Your customers (and your competitors) are online, so you should be, too. Social media allows you to draw audiences in with engaging imagery and to personalize your brand through in-depth stories. It's much more affordable and far-reaching than traditional marketing and its inherent shareable nature encourages customers to spread the word to their networks (boosting your brand recognition and SEO). And, paid promotions can reach an even greater audience with high-level targeting to reach your desired customer.
We first define a social media management strategy based on your goals. The first decision to make will be to assess if your focus will be exponential follower growth or quality content to drive meaningful engagement. The execution strategy is vastly different for each.
The tools in our social media toolbox include audience and competitor research, a living editorial calendar that informs on-brand and timely messaging. We post compelling content and engage with followers regularly. We continuously analyze metrics, gaining insights and noting best practices. We also address negative comments and reviews to keep your reputation intact.
What Does Success Look Like?
Success in social media isn't linear as the connection between social media and the consumer isn't always direct. A "like" is just the beginning of a trust-building process between you and your customer. Eventually, a purchase is made, your content is shared and your exposure builds to greater and greater audiences. This takes time and it's almost impossible to trace the end result to the first impression. If you are consistently sharing quality content, product and services and you are getting recognition, you’re doing it right.
Even so, it is helpful to set goals in order to assess what's working and what isn't. Here are a few useful metrics to track monthly and annually:
Increase in impressions
Increase in followers
Increase in engagements
Cost per lead (for promoted posts)