Tips On How To Gain More Impact In Social Media

Some of you are probably thinking that your brand is lacking impact in social media? Maybe you feel that you invest a lot of time and effort in your Facebook page, but not much is happening? And what can be done to change it?

Well, if you don’t think that you yet have gained the brand impact in social media that you reached for, there are some steps to go through to reconsider the process. These can be helpful when wanting to turn, for example, your Facebook presence into a conversation strategy for your brand and becoming more visible in the online world. Here, I will list some different tips to think about:


Be consistent

When monitoring your social media presence, you should try making it a habit to post regularly. You have to consider whether it’s appropriate for exactly your business to post every day – or whether this is too much. Figure out the interval between posts that is best for you – and be aware of not only posting when you have a marketing announcement. In relation to a Facebook page, for example, you can use Facebook Insights to see which updates resonate with your fans.


Remember your stakeholders

Keep in mind that it’s not all about you. A platform like Facebook is about creating conversation and showing that you have an interest in your stakeholders. It’s not just a place to promote your latest product. As a rough rule of thumb, you can for example post four status updates on items about outside news items or discoveries for every post promoting a product. And when you do want to promote a product or service, you have to do this in a proper way.


Interact, engage and be human

To get your fans to interact and engage in dialogue, the best content to share can often be short and catchy. Think about words such as educate, inform, entertain and engage, when trying to reach your crowd of fans. Sometimes you can also comment on current events – or sometimes be a bit provocative and invite passionate debate. All in all, you need to be transparent and human in order to show and maintain a certain identity.


Use @tagging strategically

On Facebook, a tagging feature is available when seeking to post an update about a person, brand or cause. You just have to be sure to type @ in your update field followed by the given name. When you post it to your Wall, it will also post to the Wall of the one tagged in the update. However, again you have to consider when it’s appropriate to use this feature, because there’s a fine balance between spam and content. Twitter offers the same feature.


Target by location or language

A feature on Facebook that many people might not be familiar with, is the one that allows you to target your updates by location or language. You can update fans about an event taking place in their city or send important updates to people in a specific area etc. You may have fans who speak languages other than English, and they would probably be happy to receive updates in their language.


Ask questions – and create dialogue

At Facebook, it can carry along great results, when asking a question on your page. When people have a sincere interest in your brand and what you have to say, they love to comment on updates to help out or weigh in. When you show that you listen to your stakeholders, they will gain a feeling of belonging. They will feel like being a part of your company.


Establish the values of your social media presence

Lastly, when being present in social media, you need to be aware that your goals for reaching stakeholders online are in alignment with your other business goals. There need to be coherence among these goals to maintain a corporate identity. Before even getting started in social media, you and your team should evaluate the business value your social media efforts might generate. And on an ongoing basis, it’s a good idea to make a status of your social media activity. What have you obtained by now, and how you will be able to reach your future goals?


Get Ready for the Bots – on Facebook Messenger

2Facebook Messenger was released 5 years ago and now has over 900 million users. Originally receiving a flood of negativity towards a standalone messaging app, compared to one simple Facebook app, users seem to be warming to it. The decision to make it standalone does make a lot of sense, since messaging is a big part of people’s lives nowadays and Facebook even bought the domain to launch a version for web browsers last year. Their 900 million users will more than likely be merged with Whatsapp’s 1 billion users, which means that Facebook will have the personal phone number of every single user – sounds like $19 billion well spent.


Open for Business

So that’s humans covered. Where to go next? Facebook is now venturing into their next Messenger-based project: bots. If you haven’t been keeping up, Facebook launched Messenger Platform last month, which holds within it, chatterbots. Luckily, these bots are not machine learning bots, such as the disaster that was Microsoft’s Tay. They do have some humorous replies if provoked but they ultimately steer the conversation back to the subject they’re designed to cater for. Thanks to their highly advanced Send/Receive API, these bots are able to reply with actual structured messages, including links, images, hotel reservations, the weather etc. You may immediately compare this to Apple Siri, Microsoft Cortana, Google Now and Amazon Echo, but what sets bots on Messenger apart is the fact that businesses can develop them, which in turn gives them another way to develop customer service. Simply put, bots could end up changing the world by replacing humans in such job sectors. Without the bespoke customer service integration that Messenger bots provide, the above voice-activated services will most likely not be able to solve business-related queries themselves. Having said that, the way bots behave is very reminiscent of the way Siri does. Maybe they’ll talk to each other one day and we’ll get the best of both.


Customer Service and Added Value

So how can these bots work for brands? Well, eventually, every major company in the world will have an account, which will be a first port of call when contacting their company. The reason this is almost definite is due to Facebook’s already-mammoth-sized network of users. It doesn’t get any bigger than Facebook when advertising to individual people, so connecting Messenger bots (as customer sales reps, for example) is extremely attractive. Messenger codes, one of many things taken from Snapchat, will also make it easier for businesses to connect with their customers. One industry example is how bots will almost certainly change how banking works for the consumer, replacing an app or web-based system with a dialogue with a machine that is able to understand your every need. The option to send money within Messenger itself is highly likely too, like Snapchat allows. This could also eliminate the hassle of speaking to a bank’s voice recognition system when calling by telephone – no more time (and money) wasted by the dreaded “I didn’t catch that. Please try again.” These voice recognition systems are essentially bots done badly, but they’re based on voice, which is a lot more difficult to translate into zeros and ones. Plus, you cannot autocorrect your voice (yet). I can see this whole system being replaced by bots – it could even connect you to a human advisor with ease, as you’re most likely already using your phone. Even if you’re using the desktop version or Facebook Chat, I’m sure they’ll figure something out. Besides banks, what other markets will benefit from this? Restaurants, travel and possibly supermarkets with online shopping services are big industries for it to thrive. The healthcare industry could also be a large portion – Healthtap have already created their bot, which isn’t surprising considering one of the first ever chatterbots was called DOCTOR and simulated a psychotherapist. In fact, the potential amount of markets are endless for this stream of interaction – just like it is with human customer service.


At the end of the day, customers are moving towards messaging as their preferred choice of customer service. And as generations progress, it will no doubt become the standard – a phone call will most likely be reserved for long, meaningful conversations with friends and family, which in turn will add even more meaning to them. The phone call will no longer be taken for granted, but talking to robots will be.