Does it feel like social media is “taking over [your] life” at times? For your business, this consumer trend is a huge window of opportunity to optimise your social media presence online. Your customers are using social media in more ways than ever now. We’re consuming news, self-publishing, playing games and shopping – all from the one social media platform at times. So how can your brand zero in when the number of options available keeps growing? Here are 3 crucial considerations to get your business optimised for social media.
1. Know your audience
It’s not enough to just know how old they are and where they live. Having an in-depth understanding of how they think and behave is a major factor in how effective your campaigns will be. A major advantage of social media platforms are the options available to target not only particular demographics but also specific actions. For instance, you can bid for ad placements according to where your target audience is seeing it, or engaging with it the most. Consider the timing of your messages in relation to the buyer decision process and roles for your products and services as well. Once you establish a base audience, you can make incremental tweaks to your target audience criteria and creative required in social media optimisation.
2. Know your platform
Some platforms will work better for your business than others, so consider which social media platforms your target audience actually use. If you’re limited with resources, just pick a handful that you know your consumers are using. Facebook is a safe choice that caters to a diverse audience from around the world, for industry players in retail, entertainment, sport and corporate. For professional services, Twitter and LinkedIn can be used to establish authority in your industry. If your brand prides itself on emotional connections with customers, using Instagram and Pinterest are great places to build strong brand imagery and resonating stories. For businesses that rely on close one-to-one contact with clients, expanding your accessibility into instant messaging services such as Facebook Messenger or WeChat can set you apart from local competitors. Make sure you also make the time to explore the functionality and options on each platform so you can effectively optimise your social media content and campaigns.
3. Make it fast
Social media is one of the fastest evolving creatures in the digital age. There is a platform fix, update or new feature being tried or launch almost every day. So staying in the know and implementing recently updated features will keep you competitive with other brands in your industry on social media. Other than that, the audience attention spans and the content life cycle on social media are very short. Every piece of content on social media typically lasts for a fleeting moment – so don’t hold back on high impact visuals and copy. These bite-sized content pieces of social media make it a convenient platform for instantaneous engagement. For example, customers may be posting commentary, searching images of dishes or submitting online reviews as they’re seated at a restaurant. So the schedule of your content should align with the social media consumption habits of your target audience. But in most cases, the more frequently you publish content, the greater the chance of being seen by your audience.
Social media has come a long way from being just a convenient way to contact people, to becoming a reliable marketing platform for businesses big and small. The success stories in social media optimisation start with businesses that listen to the environment that their customers live in – on and offline. But mastery of social media is about learning quickly from incoming insights and making appropriate adjustments to optimise your strategy and content. It can be tricky to manage social media to that detail with daily business activities. So if you need an efficient and effective solution for social media optimisation, ask our marketing gurus about how your brand can champion social media today.