It appears odd that advertising teams ought to be essentially reluctant to “going for it” with social networking sites. If you consider it the reasons do make sense. Social networking sites are the biggest “connector” of all men and women in humanity’s history. But, marketing departments are historically about management. Marketers help to produce the brand vision and make on-brand communications. Marketing groups have been “the messaging authorities” of business enterprises. They control what’s conveyed to the public and the media, decline and approve presentations and create key brand messaging.
Social networking is unpoliceable to most intents and purposes. It’s an environment in which what is said about a business is controlled by a crowd instead of the brand. This goes contrary to all that marketing departments have done since the start of time. Plus it can be complicated to give up the management work. How do marketers handle this transition to start networking from the advertising function? The following are tips to help you get started:
Start using a Couple of networks which work for you
As soon as you’ve made a decision regarding the messaging you want to put up, the next step is deciding on the right social networking platform to publish your messages. While it is relatively easy, it will require some diligence if your brand is going to stand out on social media. As a business leader, you are likely pressed for time. However, you should squeeze a couple of minutes between meetings or activities and see what you can do to get started.
Research the networks on the market and determine which one best fits your style. Your research might show you that your brand would do well on Google+ and inspire you to create a profile on that platform. Deciding the ideal network is just as much about where your market resides and to how you want to convey your messages. Should you speak with your designers and see how they can help you get your messaging across, especially in visual-centric platforms like Instagram or Snapchat.
On the flip side, if you are targeting a more conventional audience that enjoys to see long-form articles, your best bet might be Facebook. If you envision yourself shooting several quips whenever you have enough time off, then the platform to consider is Twitter. If you want to cultivate a picture of professionalism, then LinkedIn would be the perfect social platform. Keep in mind that it is possible to concentrate on a third or second network as soon as you’re familiar with using one platform and perhaps gained some posting speed.
Build your own content
Additionally, you may want to grow from simply making comments on the news your company posts on social media to helping the firm grow using an inbound marketing funnel. You will have to create unique content. In any case, such unique content is your best bet at creating your own niche, or having something unique that your followers can consume. You may wish to leverage your own standing or experience by gaining new prospects via a conference (or webinar), for instance or going live in a Q&A on social media platforms.
The core idea here is that you’ve got something of significance to share with your audience on the other side of your website and using the conference/webinar to introduce your audience to it. It could be a landing page, a movie, a site, an eBook or even an infographic. You can take this approach to eventually become a trusted adviser and brand advocate.
The distinction between social networking sites and other channels is that on social platforms you could have dialogues with people. If you’re ‘listening’ and somebody says something about your brand that is on social media, you can join the conversation. Some of these seemingly little conversations can in time have a huge impact on your brand.