Engaging with the target audience on social media platforms is essential for many companies. One of the easiest ways to do that is to attract the attention of potential consumers through social media content such as articles, photos, and videos.
When a company is able to create content and conversations around its content, it’s able to generate better results from its social media campaigns.
Social Media Space
All small businesses should have a presence on all of the major social media platforms. By taking ownership of a company’s brand name and staking a claim on social media, more consumers will be able to recognize that company when they come across it in those spaces.
Although it’s not always possible for companies to take ownership of their full business names on social media platforms, as there might be many other accounts and businesses with the same or similar names, even using a shorthand version of the company’s name can help.
After that, businesses can incorporate branding elements into their accounts. For instance, they can use their logo as a profile picture or use a special tone and voice in their content and color palette. This will help consumers distinguish the brand from all the others.
Small businesses should be strategic with the time they spend on social media, because these days, it’s far too easy to spend more time than necessary on social platforms. To find the right balance, businesses need to create a social media plan and have a strategic approach.
One way they can do that is by using any existing communications with consumers, such as in-store signups and emails, to encourage consumers to engage with the business on social media. By planning social media engagement, companies can create social media processes wherever possible, and parameters on how to use every platform.
Once a company sets up its social media accounts and has a strategic plan in place, it’s time to measure the results of its social media efforts. The metrics that a business should track largely depend on the objectives that it has in mind when using social media.
The best and easiest way to measure the performance of social media efforts is to incorporate a call to action in every piece of content that the business shares.
Instead of assuming that consumers will take the action that a business wants them to take when they engage with them on social media, it’s better to guide them to interact with the business in the desired way.
There are plenty of metrics that can help businesses track the performance of their social media efforts, including the number of comments or shares that posts receive, and the number of people that react to every post.
One thing that companies can do to ensure they’re properly tracking the performance of their efforts is by using a unique promotional code, or by guiding potential consumers to a targeted landing page.