You got the “likes”, now what?
Social Media management is a phrase becoming more and more prevalent in our everyday vocabulary. Well at least in Encite’s vocabulary. Marketing and advertising agencies continue to see these projects on a regular basis. I know we have several clients that we manage their social media channels for. One in particular is Supper Solutions (SS), a local meal provider that is really starting to see some engagement with their customer base. SS has a great business model and concept that I know appeals to an audience that is in need of the service. I personally have been a patron for several years prior to bringing them on as a client.
Our strategy for SS’s social media program is to build brand awareness through regular promotion of their meals. In addition, it is vital to connect to the buyer by encouraging them to engage in the conversation. We are accomplishing this through several different promotions that include them posting pictures of how they present their meals, what beverages they pair it with and which theme they may apply. Giving them an incentive to participate is also key and we will be doing that as well.
When developing your own marketing and advertising strategies for your social media program, you also must take into consideration your audience and what motivates them to purchase and participate. A great study by Incyte Group (we share a name, although not spelled the same) has some great insights (ha!) into different customer segments, what prompts them to purchase and why they relate to the brand. Check out the infographic here.
On the surface, social media management isn’t difficult. I observe many local, small business pages that are using social media on a regular basis but just as another advertising medium. They are missing a considerable opportunity by not encouraging engagement while turning off their fans. Hiring a marketing agency to manage this program for you would be enormously beneficial for your business. Advertising agencies know how to run these programs and can really get your audience to come together.
One example of a business that is active on social media but isn’t using the channel to its potential is a local pub here in Denver. They spend a considerable amount of time on Facebook, but don’t promote the social aspect of the medium. They announce specials, bands and parties, but that’s it. My suggestion to them would be to launch an initiative to take pictures of patrons, post to their page and suggest people tag their friends. This will start an online conversation between customers creating a favorable brand image, increasing brand recognition and becoming a go-to page for fans to congregate. This is exactly what you would want!
So social media is a great tactic, but make sure you research your audience, engage them and evaluate your results. Think of why they participate from their perspective. What makes them come back?
–Adam OLeary, President