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Article Subject: The different social media channels and how to utilise them for your business’ digital presence and content marketing strategy.
Suggested Meta Description: The different social media channels and how to utilise them for your business’ digital presence and content marketing strategy.
Utilising Social Media Channels for Your Business
Within Social Media Marketing, ‘channels’ refers to the different online platforms used for sharing content, communicating, and following people and businesses. Some key examples include Facebook and Twitter.
If managed correctly, every aspect of social media can be an invaluable tool in growing and monitoring your business.
To properly utilise social media for your business, it’s essential to first establish your objectives and consider how you can use each platform to achieve them.
Speaking broadly, each channel provides an online bridge between you and your customers, which they can access from their phones, computers or any device. This maximises their potential contact with your business thus increasing the amount in which they interact and engage with your content, even if they are just reading a tweet.
As part of your social media management, it’s important to consider which and how many channels you will use.
Twitter
Short bursts of text (maximum 280 characters), mainly used on smartphones. Fast-moving platform that requires frequent posting.
Facebook
Widely used by all target audiences. Useful for varying use of text, videos, and images to keep posts dynamic. Can create a gallery of your product/service in use.
Email Newsletter
Occasional content sent directly to customers. This is normally used for the most detailed content. Provides an opportunity to send well-written, informative and topical content to customers who have opted to receive it.
Instagram
Exclusively photos and videos with informal and friendly captions. Aesthetics are really important here; consider photo quality, style, and theme.
Blogs
A blog can be formal or Informal content published on a business’ website or an external site linking to your business. Works well as part of an overriding Content Marketing Strategy.
Some additional platforms to consider include: YouTube for videos, Pinterest for creative content, Snapchat for short videos, and Linked In for professional, high-quality posts.
All of these channels can contribute to a well-rounded and effective Social Media strategy. If done well, with continual improvement and monitoring, this can lead to successful promotion and return on investment for your business.
When posting on each channel it’s important to consider the format, the frequency, and the timing. Your email newsletter might be weekly, whereas many companies will tweet multiple times a day.
It may seem daunting to manage all of these channels, and without help, it would be extremely laborious. Luckily, there are several tools you can use that help you manage your social media channels. Management tools, such as Hootsuite and Sprout Social, can link all of your platforms in one place, so you can schedule your posts in advance and track the engagement of your campaigns.
Even without a dedicated website, you can benefit massively from creating online social media profiles. Each channel is free, filled with existing and potential customers, and trackable.
The most beneficial strategy is to use multiple channels. You can identify the different personas of your target audience, and dedicate each platform to a different demographic. This then means you can create specialised content depending on the intended audience – what kind of person are they and what do they want to hear about?
If your target audience feels they can relate to your business, they are more likely to engage with the content and ultimately spend their money.
By following and engaging with your customers, you can gain a better understanding of their interests and personalities. This can help you improve your product, as well as ensuring your posts are relevant to the customer.
However, being successful on social media requires a lot of management. This is either time-consuming or requires the additional cost of a dedicated person (or team) to take on the responsibility.
Increasingly, businesses are taking on dedicated Social Media experts to manage their campaigns across multiple channels.
Maintaining an effective social media strategy requires constant monitoring of:
● Direct messages
● Competitors, industry leaders and influencers
● Mentions of your business directly or indirectly
● Engagement – the popularity of your posts (likes, comments, retweets)
● New trends, formats and what’s viral
● Whether timings and frequencies of posts are working
● New social media channels and new tools
● Which format is popular – text, image, video, audio
Each of these aspects will be constantly moving and will require changes to your current methods. A popular video style last month won’t necessarily work again this month. To be successful it’s crucial to observe, learn and explore new ideas.