As businesses are sharing their content on social media to generate traffic to their websites, social media has matured far beyond being just a place to broadcast content.
Nowadays, businesses use social media in a myriad of different ways.
For example, a business that is concerned about what people are saying about its brand would monitor social media conversations and response to relevant mentions.
A business that wants to understand how it’s performing on social media would analyse its reach, engagement, and sales on social media with an analytics tool. A business that wants to reach a specific set of audience at scale would run highly-targeted social media ads.
Rock Salt & The Five Strategic Pillars
of Social Media Marketing
We, at Rock Salt, advise our clients oh how social media help them achieve their business goals.
Some businesses use social media for increasing their brand awareness, others use it for
driving website traffic and sales.
Social media can also help generate engagement around the brand,
create a community, and serve as a customer support channel.
The major social media platforms, mentioned above, are Facebook, Instagram, Twitter,
LinkedIn, Pinterest, YouTube, and Snapchat.
There are also smaller and up-and-coming platforms, such as Tumblr, and Anchor, and social messaging platforms, such as Messenger, WhatsApp, and WeChat.
When starting out, we advise and suggest our clients to pick a few platforms that we think the target audience is on than to be on all platforms.
We decide what type of content will attract the target audience best. It could images, videos, or links and whether it is educational or entertaining content depending on the marketing persona of the brand.
2. Planning and Publishing
By being present on social media platforms, we give the brand
an opportunity to be discovered by their future customers.
Publishing to social media is as simple as sharing a blog post, an image, or a video on a social media platform but we plan the content ahead of time instead of creating and publishing content spontaneously.
Also, to ensure that the brand is maximizing it’s reach on social media, we publish great content that the audience likes, at the right timing and frequency.
3. Listening and Engagement
As the brand’s business and social media following grow, conversations about the brand will also increase. People will comment on the social media posts, tag the brand in their social media posts, or message directly.
We monitor social media conversations about the brand. If it’s a positive comment, we get a chance to surprise and delight them. Otherwise, we offer support and correct a situation before it gets worse.
Along the way, whether we are publishing content or engaging on social media, the brand would like to know how the social media marketing is performing.
We provide analytics whether we are reaching more people on social media than last month, check for how many positive mentions the brand gets in a month & how many people used the brand’s hashtag on their social media posts.
Social media ads allow the brand to reach a wider audience than
those who are following.
Social media advertising platforms are so powerful that we can specify exactly who to display the ads to. We can create target audiences based on their demographics, interests, behaviours, and more.
When you are running many social media advertising campaigns at once, we use a social media advertising tool to make automate processes and optimize the ads.