The world is becoming more digital. Billions of people use social media to communicate and stay connected. So as time goes by, social media marketing is becoming an increasingly important business tool.
Social Media Marketing
Generally, the idea is for you to use social media platforms to reach your target audience so that you can build your brand, drive traffic to your website, and increase revenue. This involves publishing relevant content, interacting with customers, attracting new clients, and increasing your online presence.
It originally started with publishing. In the past, business entities shared content to generate website traffic and sales. Eventually, this marketing tool changed into something more. Social media platforms now allow you to go beyond broadcasting online content.
You can use social networking sites in various ways. For example, you can find out what people say about your company, products, or services. They can also be communication tools to interact with your target market. If you want to reach a specific audience, you can even run targeted ads to make sure that your message gets to the right people.
The Two Sides of Social Media
Many entrepreneurs think of giving their businesses a boost through social media. However, this tool requires you to understand various concepts and apply different strategies. Like other tools, it has two sides. While social networking sites can help build your brand, they can also take your company down if you do not use them properly.
How It Can Make or Mar Businesses
The ineffective use of social media can lead to a backlash that can ruin the reputation of your company. But properly using it will lead to positive results. To help you better understand the power of social media, here are some ways that it can make or mar a business:
- Image – People tend to draw conclusions and make presumptions depending on what information they can access. Even though some of the images that you upload online do not necessarily represent everything that you are, it will not prevent other people from taking a stance about your company. Likeability is subjective, but it can affect your company’s reputation and reflect on your sales. That is the main reason why you have to keep your stances and beliefs away from your company’s social media accounts unless they are relevant to the industry or business.
- Karma – You may have heard of the saying “Do not do unto others what you do not want them to do unto you.” This principle is not only applicable to your personal life but also true in the social media world. Karma is a factor you should not ignore. If you want brand loyalty, you have to offer something valuable. It also helps to open your communication lines online. Interact with your customers. Listen to what they have to say and figure out areas that need improvement.
- Metrics – You have to find out how well your company performs on social networking sites. To do that, you need to know the metrics that you have to follow. What many people fail to realize is that metrics vary. For example, there are certain aspects that are not relevant. Some companies tend to focus on the number of tweets, likes, and impressions. While those things can help, they are not the only factors that matter. You have to focus on engagement, reach, activity, and conversion as well.
- Brand Recognition And Relevancy – You can use social media marketing to boost brand recognition without establishing physical contact with your target audience. You can leave comments on platforms that your audience frequently visits in order to attract attention. However, you have to be mindful of what you say. Never forget that you are talking on behalf of the company. Saying the wrong things can backfire and ruin your company’s name.
Social media marketing can have an effect on your company. Depending on how you manage your campaigns and strategies, you can get positive or negative results. That is why it is important to leave the job to a competent person or team.
Having an inexperienced person or team handle your social networking accounts can lead to repercussions that can ruin your company’s reputation. But if you give the responsibility to someone who knows how to manage your social media persona properly, your business will reap the benefits. You will be able to attract new customers and retain your current ones.