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Technology has revolutionized marketing and communications over recent years, with social media playing a major part. New platforms seem to appear overnight, and established platforms such as Twitter and Facebook introduce new features and make changes at an almost dizzying rate.
It’s not surprising that for many, planning, executing and measuring a social media strategy can seem like a daunting task. But done well, utilizing social media for business development can be a powerful tool.
Here are our top insights for making social media work for you in 2016.
1. Be consistent.
The lifespan of social media posts is notoriously short. Post relevant, engaging content, and post often.
2. Get smart – hire a digital native.
It may be a cliche, but millennials aren’t called “digital natives” for nothing. Not all social media platforms may be right for your company (and its messaging) but equally, opportunities may exist that allow you to tap into your audience in new and more engaging ways. Employing someone with a genuine interest in, and knowledge of, what’s going on at the forefront of social media is a win for efficiency and innovation.
3. Get the tone right – but don’t lose your brand messaging.
Social media generally allows for less formal messaging (with the exception, perhaps, of LinkedIn). This is great for allowing the more human side of your company to shine, but that shouldn’t be at the expense of being professional. Establish and document brand messaging guidelines based on your core values so that whoever is creating the content is aware of the parameters.
4. Engage, interact and follow up.
Social media, just like business development, is all about building relationships. Share high value, relevant information that invites discussion and follow thought leaders in the industries with which you interact.
5. Get creative – use images.
Creating content to attract the attention of potential new customers should always begin with a why: why should they care about what you’re telling them? In industries with complex product offerings in particular, using infographics and lots of images in your content immediately makes it more engaging, memorable and shareable.
Finally, don’t be afraid to call in the professionals. Working with an agency not only frees up your time, it should also mean that you benefit from their experience working across multiple platforms and with multiple industries. And at ARTÉMIA, in our partnering relationship with Hubspot, we provide clients with a turn-key solution to drive traffic and seamlessly track prospects (learn more here).
If you want 2016 to be the year to harness social media for your company, get in touch and learn how we can help.
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