You need to plan and organize for your social marketing. Once you’ve established your brand and executed your social marketing well, you win the loyalty of social users. Following is a list of brands and the area of social marketing that’s worked for them:
You’ve heard it over and over again – listen to your audience. These brands have proved that listening to your audience is important. Wendy’s promotes exclusive specials through their social media. If a customer comments with a question or concern, someone always responds. Jason’s Deli is very personal and approachable on social. Jason’s social team is always ready to strike up a conversation.
Social media makes companies realize they need to organize their social marketing in accordance with their business structure. Allowing customers easy access to information and creating topics that interest them, makes the experience more relevant and valuable. AAA is a national firm with offices across the US. Their Facebook page is organized for corporate and local offices and users can locate relevant information as needed. USA Today segments its page by topic so users can find what they need quicker.
Measuring results to help with future strategic decisions is an integral part of social media marketing. Leading social brands have proven that engagement is the key measurement for impacting social followers. AT&T’s approach to measuring the impact of their social marketing is to assess “the ultimate metric” of engagement on each platform. AARP tracks numerous types of engagement metrics and learned what works in niche social communities. They were also able to track their social marketing which proved that the brand made over one billion social impressions in 2012.
Content is another important factor of social media marketing. Connecting, inspiring, and engaging begins with using content that works. Chobani Yogurt’s social content consists of recipes, inspirational sayings, and videos that all work together and create a visual and highly engaging social presence. Harley Davidson uses image content to connect with their fans. The brand also encourages customers to post their own content and share with the community.
Segmentation and Targeting
Targeting and segmenting relevant content to your audience give brands power in social media. National Instruments leads discussions with engineers and technologists. This is a niche community and within the community are even more areas of interest and expertise. The social team segments and targets information accordingly. Starbucks segments their Facebook posts by geography and language.
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