Social media began as a mechanism to connect with old friends, share personal photos and virtually express oneself, but it has evolved into something much more. It is now an extremely powerful tool that brands can utilize to not only reach their desired audience but connect with them unlike other marketing tools. Platforms such as Facebook, Instagram, Twitter and LinkedIn all offer their own individual features a brand can use to deliver their messaging to an audience tailored to their liking. Social media allows brands to reach their target audiences in a faster, more cost-effective and direct way.
With more than 3 billion people using social media today, it is now a major source of news and information. Features such as purchasing products in-app, boosting specific content, and measuring that content through an analytics system position social media as one of the most dynamic marketing tools in any given industry. While it is rare to find a brand without any social media presence, it is crucial to evolve with the platforms and be proactive with your social media strategy.
Social media is a marathon, not a sprint. It is impossible to build up an entire brand on social media in just a day or even a week as it takes time to identify useful content and messaging that will effectively reach your audience. The abundance of new content pushed on social media platforms each day can make it difficult to standout, and considerable brand awareness requires strategic planning. While it takes a consistent effort to get significant results, having the proper knowledge and tools can help you get on the right track.
First, it is crucial to hone in on your inner circle and identify who you are trying to connect with. Before trying to immediately think of ways to get more followers, think about the followers you already have. How can you best reach this group of people? These are the people that matter the most because if they begin taking notice of your content, they will share it with their followers and friends that don’t already follow your page. So, you have the ability to gain new followers by paying attention to the ones you already have.
It is also important to make the most out of every client. Go beyond just posting photos of the event you attended; bring followers behind the scenes by capturing photos and videos during the event. Follow your client on each step of their journey, and you’ll be able to give your followers a real-time look at all the amazing work you do. The “Facebook Live” feature is perfect for this as you can even make your followers feel like they are attending the event right alongside you.
The most important aspect of building up your social media presence is to develop a strategy using your goals, target audience, primary markets, tactics and content types. With all these factors in mind, you can implement a successful social media plan and utilize the innovative tools each platform has to offer. Again, success on social media will not happen right away, but with the right planning, you can see outstanding results throughout your journey.