Social media, in all its forms, has revolutionized the way the world communicates.
It’s rare these days to find someone who is “disconnected”, as social media has taken over as the number one activity on the web. With this revolution comes an amazing opportunity for companies and brands to communicate with their consumers.
Today, consumers are more careful than ever about making informed purchase decisions. Did you know that 90% of consumers trust peer recommendations of a product or company where only 14% trust traditional advertisements? In a world where consumers can jump online within seconds, it is crucial that companies are strategic in how they market themselves on social media. So, how do you use this to your advantage and get the most bang for your buck from your online audience?
- Consumers are focused on their profiles (not yours), so how are you ensuring that they visit your page? Are you making it easy for them to see what you want them to see? Facebook ads are a great way to make this happen and can be targeted to the results you want to see, including ads that will increase page likes and build your audience. Ads can even be targeted to drive potential consumers to your website, install your app or like their page (see exhibit A). The more consumers like, share or comment on your page, the more potential consumers will see your brand in their newsfeed.
- Consumers love incentive based marketing. It’s a sure fire way to grow and maintain your audience. Contests are a great way to engage people and drive traffic to your social media pages (see exhibit B). They also create a level of excitement and keeping your audience excited and engaged with sporadic contests and promotions like free giveaways and discounts will give people a reason to talk about your brand.
- Knowing what works, and equally important, what doesn’t work, when it comes to your social media presence is crucial to your success. This can be as simple as noticing what kind of posts, such as photos, questions or educational information get the most likes or comments on Facebook or re-tweets and favorites on Twitter (see exhibit C). If you aren’t tracking the data about what channels and posts are working and who’s talking about you then you won’t know the impact social media is having on your consumers.
FINISH provides a great example of a Facebook ad that drives consumers to like their page. By clicking on the ad promising you a free sample, you are immediately re-directed to their Facebook page where you must like it before filling out your personal information for your free mailed sample.
Dove did an excellent job with their Facebook campaign ‘Real beauty should be shared’. They ran a fill in the blank contest with photos asking fans to tell them why their friend or relative represents real beauty with two reasons why. They kept the prize relative to their brand by electing the winners as the new faces of Dove.
Below are three different posts from CIBC: a question, informative information regarding their services as well as a video engagement post. According to the likes, shares and comments, the video post received the most engagement with 527 likes, 60 shares and 26 user comments.