Most businesses however big or small, now have a presence on different social media channels as suggested by their strategists and they also run campaigns to gain traction on their profiles. But actually, a successful social media strategy is one which makes your customers visit your page at least once when they access Facebook or look out for your updates on Twitter.
For me the key to build a successful brand through customers, in both traditional as well as social media is as follows:
Identify→ attract→ engage→ retain
And in every step your media strategy plays a very important role.
Identify: While in the initial stages on your channel planning, you need to know that what is your target market and what are the platforms they are active in. It is always a good idea to create channels which your audience is familiar with. For example an ice cream brand, like Ben & Jerry’s can easily enhance its presence on Facebook by running regular updates and contests goes well with the brand values and the messaging.
Attract: In order to attract more traffic on the brand, the content should be enticing and appealing to every demography of the target market, which enhances your brand experience. In this stage contest, games and interesting videos have been quoted as a sure shot success formula.
Engage: The content should be regularly updated with strategic timelines based on the industry you are operating in and the country you are targeting. According to Buddy Media report, brands that post outside business hours have 20% higher engagement rates. For example, content aimed for US, Asian and European consumers have to be timed differently. In the same way, every industry is said to have different traction on different days. The same report also quotes that posts show a higher engagement on a few days compared to others. For example, Sports industry and Automotive industry has highest traction on Sundays and Entertainment peaks on Thursdays and Fridays (18% higher rates). Business and finance hits a high mid week.
Now we didn’t realize that not everyone wants to read everything on Sundays, did we ?
Retain: It is always advisable to hold a conversation and not a rhetoric. Ask, listen and respond, that’s very important! The key here is to give a more human feel to the entire experience. Because no one likes to talk to a computer or a mobile phone, we all like to interact with human beings.
So make your brands more human and draw a strategy that would make people come to your page and to a person to interact with. Lets not give an impression that you are just making use of the new media structure to lure their likes or tweets, what do you think?