We learned a lot in 2014 - but that’s old news now. It’s 2015, and we’ve created a social marketing checklist to ensure you hit the ground running.
This year, brands should focus their strategy in three key areas: analysis, improving the customer experience with customer care, and making the most of their ad budget.
1. Competitive Intelligence & Analysis
Data is at the heart of executing an effective strategy. By analyzing, comparing, and benchmarking, you can make more well-informed decisions where it matters most. Make sure you have the right tools – like Socialbakers Analytics – to analyze your social media performance in a competitive context. Get a comprehensive overview of what is resonating with your audience across networks and paid media to take decisions in real-time.
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Through data-driven insights, your brand will be able to create, implement, and iterate a unique content strategy that works for your fans and followers. We’ve designed the Smart Storytellers benchmark to show who is consistently achieving the most-engaging content on Facebook. It reveals brands that outperform 75% of their industry competitors, organized by page size. Having the right competitive tools, such as Smart Storytellers, can help you achieve a winning content strategy. Reporting becomes more valuable too, as you invest in social content through paid advertising, social customer care, and thorough analysis. With Socialbakers Analytics, you can create custom-designed reports for different people in your organization, depending on the metrics that matter the most to them. No matter what industry you’re in, or your position, when your boss asks to see a report on your social media performance, you want to make it count. Check out our article on 5 Tips for Reporting to Your Boss.
2. Improve the Customer Experience
Customer experience is the law of the land. To improve content performance, brands should produce compelling stories that engage users to help drive website traffic up. Once you’re ready, take a break and automate the process. Take ease with Socialbakers Builder to plan and publish your content from a single tool, with approvals, task management, and planning built right in. This is especially useful during the holiday season, special days and events like Black Friday, and – most importantly – managing social customer care on social.
Fans want to interact with brands and have their questions addressed immediately on social. In 2014, customers asked over 13.5 million questions on Facebook and Twitter combined.
That’s an incredible volume of questions to answer – and would surely impact a brand’s reputation if left ignored. And it shows. Socially Devoted brands – our benchmark for those that respond to at least 65% of questions – receive 3.5× more interactions than their less-responsive counterparts. See how the top Socially Devoted brands did in Q3 below.
The reality is this: the more you interact with fans, the more they will interact with you. Learn how to create a value-driven strategy and address the consumer demand for social customer care. Learn more about best practices in our Introduction to Customer Care study.
- Providing better Social Customer Care – answer questions and offer advice
- Develop a clear response plan through measurable goals, so that every level of the organization can achieve them.
Metrics: Work on improving Question Response Rate and Question Response Time – they are great measurement indicators. See how well you perform on social customer care here.
3. Optimize your Paid and Organic Strategy
Native advertising has comfortably found its way into social media marketing. Think of it this way, what consumers share is content, not ads; marketing has taken on the social form. It blends ads with content by cleverly weaving it into the customer experience. Nobody likes to be sold to, so by naturally mirroring what users expect to see in their timelines and News Feed, brands build trust and engagement with audiences. Once you have realized this into your content strategy, it’s time to ensure it’s reaching the right audience. What’s more, it’s imperative that social media managers understand and optimize paid media. Having a strong paid and organic content strategy has never been more important for marketers to make most of their ad spend. That’s why we have developed a groundbreaking feature for brands that will empower them, for the first time, to identify their competitor’s Paid and Organic content with Promoted Post Detection. Brands need to promote posts that will best amplify the impact of both their Paid and Organic reach, and optimize their boosting strategy.
The Takeaway for 2015
Social media has matured and become an essential element to brand success. Of course, Social ROI is relative – it depends on how you define and measure your success. If increased website visits or conversions are a good measure of business success – then social media and engagement has a lot to do with that. To prove the statement about how engagement on Facebook correlates with total visits of business’ official websites, we compared site visits with interactions to show how they relate significantly from the end of Q3 – to mid Q4.
Read more about how our study found that creating engaging content leads to increased reach, and that engagement correlates to visits. There’s never been a better time to becoming dedicated to social customer care, improving your content strategy, and putting money where it counts.
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