Does your audience really care what coffee you are currently drinking, or how good your shoes look when you’re standing on leaves?
When it comes to using social media, how do you make it commercially viable? Because although social media has become an important element of the communications mix, does your audience really care what coffee you are currently drinking, or how good your shoes look when you’re standing on leaves? And if no, then how does this activity translate into sales or help deliver key brand messaging?
When employing social media tactics for a client on a day-to-day basis, or during medium to long-term campaigns I employ what I have found to be an acceptable practice, which I find generates good, if not great levels of engagement and responsiveness; basically, it’s acceptable for brands to post one corporate message for every two socially style posts. This process however only works if the messaging is relevant and engaging.
But then there’s another level to this, which takes in to account SEO considerations, owned and earned media objectives and your audiences’ preferred communication channel - not forgetting of course that if you employ joined-up thinking, in terms of both the marketing mix and the communications mix, then your campaign will achieve greater reach and generate greater results, in terms of brand messaging, customer recruitment and ultimately, sales.
Of course there are a number of actions you can employ, which while being both creative and practical, are also strategic and message focused. Because remember, timing, location and of course content are all primary considerations for every tweet, post and pin – no matter which market sector your brand wishes to dominate.
Like to know more? Ask Jason.