3 Keys to an Effective Social Media Presence

We can’t run away from the fact that social media plays an important role in marketing your business and you will see the results if you do it right. Most people assume they can run a Facebook marketing campaign because they have a personal Facebook account and they are always posting or they can run the business Twitter page because they are on Twitter. Social Media for business and personal are completely two different things and should always be separated. Here are a few things that you need to consider when running a business social media page.

  1. Why do I need social media for my business?
  2. What is my overall digital strategy?
  3. How will I measure success?

Yes, you guessed right. You do need to save costs as much as you can as a start-up but it doesn’t mean that you should neglect social media because that’s where you can connect with potential clients and partners if you managed to do it right.

According to an article by Entrepreneur one of the things you need to do is to always keep your end goal in mind — regardless of platform or situation. Be sure to coordinate internally to create a voice and content style that accurately represents your organization and aligns with your other marketing materials. Will you communicate through a formal tone or informal one? Will you create videos to showcase employees or customers? Spending time outlining your preferred social media interactions and how you envision your company on your chosen platforms can help you maintain your overall goals, even if the objectives shift across the various social platforms.

Source: Entrepreneur.com

Content is king, so are videos.

By Lebogang Mgiba, Digital Director at The Press Office.

There has been a lot of content marketing articles the past few years around the rise of video as a content format but what does that mean? It’s no secret that Facebook native videos get more engagement compared to embedded YouTube videos. Video content should be part of every organisation’s digital strategy because there’s proof that it’s effective.

The digital landscape is forever changing and the truth of the matter is that marketers and content creators need to constantly stay abreast of new trends. However we should never ignore the local context and the fact that data is still expensive in South Africa, so creating a 10-minute video puts you at a disadvantage since fewer people will watch your videos.

HubSpot shared some interesting stats around the impact of video content marketing and what the future looks like:

  • A video is projected to claim more than 80% of all web traffic by 2019.
  • Adding a video to marketing emails can boost click-through rates by 200-300%.
  • Embedding videos in landing pages can increase conversion rates by 80%.
  • 90% of customers report that product videos help them make purchasing decisions.
  • According to YouTube, mobile video consumption grows by 100% every year.
  • 64% of customers are more likely to buy a product online after watching a video about it.
  • 87% of online marketers are currently using video content in their digital marketing strategies.
  • A third of all the time people spend online is dedicated to watching videos.
  • Video ads now account for more than 35% of all ad spending online.
  • 59% of company decision makers would rather watch a video than read an article or blog post.

If you’re going to publish videos on your page, make sure you promote them to get better views and Facebook gives you top analytics so that you can measure your performance and see what you can improve.

Spend more money on ads, the better your engagement will be.

It’s time to agree and acknowledge the fact that Facebook is a business and one of their primary objectives is to make money. Facebook has different ways in how they bring in money and one of them is through pages when they run Facebook ads because you have to pay them to show your content to a bigger audience. That’s why they are always changing their algorithm. The conclusion is, the more money you spend, the better results you will get.

Buzzsumo published an article in August about the decrease of Facebook engagement by 20% and a lot of organisations are seeing the decline in their pages. The article states that “the biggest fall in engagement was with image posts and link posts. According to the data video posts had the smallest fall in engagement and videos now gain twice the level of engagement of other post formats on average”. An interesting observation that the article makes is that Facebook organic reach has declined significantly and increases in paid promotion have not enabled brands and publishers to maintain their levels of Facebook engagement.

A lot of organizations still struggle with allocating a budget for social media but it’s also possible to do the best with whatever small money you have. Here are a few tips to get you going.

  1. Don’t boost all your posts, interrogate the post and see how important it is and how it’s aligned with the organisation’s goal and then promote it.
  2. Visuals are important, try and use a lot of videos or images in your posts compared to text only posts.
  3. Narrow down your target audience, it gets better engagement in that way compared to a broad target.

There is also a lot of posts that your audience sees every day and compelling content will be a step into grabbing their attention so that they can engage with your posts.