Over half of social networkers follow a brand. With 40% of the 800 million Facebook users logging in every day and 500K daily new users on Twitter, social media is a growing influence in consumer lives and cannot be ignored. What could once be accomplished by a traditional website now needs to be supplemented by a robust and responsive understanding of the tools social media offers.
Social Media Facts
Here are some quick facts about the role social media is currently playing for brands worldwide, courtesy of the ‘2012 Social Media Marketing Industry Report’:
- 94% of all businesses with a marketing department used social media as part of their marketing platform. Working with Clarins on their Facebook page increased their user interaction by over 100%
- 60% of marketers are devoting the equivalent of a full work day to social media marketing development and maintenance
- 43% of people aged 20-29 spend more than 10 hours a week on social media sites.
- 85% of all brands that have a dedicated social media platform as part of their marketing strategy reported an increase in their market exposure.
- 58% of brands that have used social media marketing for over 3 years reported an increase in sales over that period.
Social Media Strategy
When formulating a social media strategy, you should consider the makeup and target demographics of your brand. For example, Twitter has the wealthiest users while Facebook has the oldest users. At Route,when we implemented a product feed on the Mulberry Facebook page, we chose products that would best suit the Mulberry Facebook demographic, ensuring an excellent click to buy response.
Social media will only give your brand as much as you put in and this comes down to two key factors: interaction and incentive.
- Interaction: Users spend the most time on websites where they can voice and share their opinions. If you can engage with visitors to your site, they will stay with your brand for longer and that means more brand exposure. Even though interaction is so plainly important, 95% of Facebook wall posts are not answered by brands which can show your brand negatively.
- Incentive: Effective growth is generated by a strategy based upon a very simple principle – people will rarely do something for nothing. The majority of users choose to follow a brand for one of two reasons; they are already a customer and/or want to receive a promotion. Adding suitable content such as competitions, sign-up offers and up-to-date marketing offers with considered thought and execution will increase overall traffic, awareness and sales for your brand.
Social media does not have to be wildly overcomplicated. Brands need to concentrate on offering value, an attractive proposition and interaction. Social media builds general awareness and familiarity of your brand to potentially millions of users and if the design and output of your content is professional and engaging then users will follow your brand as long as you’re committed. Never rest on your laurels and continue to maintain your social network.
Customer service is a key social media channel and brands should always reply to every customer query, you wouldn’t ignore a customer if they walked into a store or sent an email. Tracking and monitoring your social media content is finally just as important as everything else so we can be track how users navigate from social media content to your website and subsequently making a purchase.
What experiences have you had with stepping out into social media?