Today, there are around 7.9 billion people in the world. Over half of those people, 4.4 billion, can be described as regular social media users. However, with an ever-growing number of organizations competing for likes, followers and subscribers, standing out among the crowd is a task easier said than done.
In order for companies to more effectively connect with existing or prospective customers and create both brand loyalty and recognition, they need to find a way to develop, execute and leverage a well-conceived and actionable social media strategy.
“I believe that social media is the best way to bridge the gap between you and the social media user, said 1410 Music Group Business Manager Matt Carrier, who spoke about the importance of social media strategy at AEM's Annual Conference late last year. “Because, when it’s used correctly, it creates authority, trust and consumer loyalty.”
It's About More Than the Numbers
Subscribers and likes can be a good indicator of how an audience is reacting to a company’s online presence, but it’s safe to say there’s a little bit more to it than that. The real test is engagement. Is the audience commenting? Clicking on the links being posted? Sharing the posts? If these things aren’t happening, companies would stand to benefit from trying one or more of the following tactics:
- Utilizing different types of media. Capturing different users’ attention with a photo or video will make them more likely to pause and click on a link or like a post.
- Asking questions. This is a quick and easy way to boost the number of comments and the amount of interest around a post.
- Experimenting with different post formats. If an end user isn’t responding to one type of post, switch it up and see if engagement improves. For example, instead of posting a photo with text, try posting a video or an infographic.
- Going live. Live videos are increasing in popularity, and they allow for sharing of real time videos with an audience. Try conducting a facility tour or showing off another aspect of the organization with the audience.
Engagement is a two-way street, however. Companies can’t just expect an audience to constantly engage if they aren’t engaging back. Following up with comments, reposting customer content and having digital events like giveaways and contests can all help increase engagement.
Focus on Content
Posting regularly or having a posting schedule will bring consistency to an organization’s social media presence. According to Carrier, businesses should post one to two times a week at the very least . After all, what’s the point of having social media accounts if they aren’t being used?
However, companies should also be sure to not confuse consistency with frequency. Consistency means that an audience knows when posts are typically put up, and a cohesive brand representation is being displayed. Consistency can be achieved by using tools to schedule posts. Those companies looking to have a less frequent posting cadence should schedule one to two posts a week and then sprinkle in extra unscheduled content here and there.
Creating trust and a following in a target audience can be as easy as switching up content occasionally. Showing behind-the-scenes action at facilities can show the audience a company is transparent, and users will like seeing how the product they are buying is being made. This creates a feeling of trust and brand loyalty from the consumer.
How to Measure Success
SMART goals allow a company to set an attainable goal with a real-world timeframe. In short, they are specific, measurable, attainable, relevant and timely. Setting a specific goal means an organizational team is on the same page in terms of what it would like to achieve.
Setting measurable goals is extremely important; without being able to measure the success of a strategy (or failure), an organization won’t know what to change or keep the same going forward. Furthermore, attainable goals are the most important part of a SMART plan.
Setting lofty expectations can bring the most out of a team- but keeping a strategy realistic will help in measuring the success of one's efforts. Keeping goals relevant assures that a company isn't trying to cover too many areas of its presence. After all, as the saying goes, “an accurate description of the problem is 90% of the solution.”
Lastly, keep goals timely. Goals must have an end date to be able to measure how successful they were, and goals with no end date can feel unrewarding for an organization and its employees.
The Takeaway
The most important takeaway about social media? Don’t obsess over the numbers. Engagement, creating relevant content and setting measurable goals should be the main focus. Each social strategy is unique, but if a company's brand is not getting enough traction, then it's high time to take a deeper look at what's going on and, more importantly, come up with new and innovative ways to switch things up.
About AEM's Annual Conference
The Association of Equipment Manufacturers (AEM) Annual Conference delivers a single place for members to gather with their peers to examine what this transformational decade will mean for their organization and the equipment manufacturing industry. For more information, visit aem.org./annual.
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