Successful social media marketing
During the early days of the internet at the beginning of the nineties, the network was just text-based and purely scientific. These days it is a global network, connecting people through images, text and sound on any and every topic imaginable.
Resistance
Back then, I predicted that the ‘world wide web’ would transform the internet into a trading network with commercial banners, flashy websites and even online payment transactions.
Wherever I spoke about this upswing in so-called ‘electronic commerce’ I encountered resistance – a fear of the unknown. Nowadays, I notice a similar reaction regarding social media. Let’s discuss how you can be successful with social media marketing.
Listening
Traditional marketing focuses on ‘sending’ your message to a target audience. In social media marketing, it works exactly the opposite way: you listen carefully to a broad audience and respond to topics as they come along.
I am not talking about straightforward ‘webcare’ here. Customers and potential customers expect way more from a company on social media, up to and including topics like corporate social responsibility translated to everyday life.
Back to basics
However, most managers still do not understand the principles and possible impact of social media conversations on their customers and employees. Communicating on social media is about going ‘back to basics’.
You should communicate online with customers and potential customers exactly like the old pet shop owner used to do back in the seventies, when the internet was not available yet: “Hi Johnny, how’s your dog George doing? Are you going to spoil him with some nice treats? I got something back here that he will love to taste. Here, give it a try.” Unfortunately, a lot of pet shop owners and other companies in the pet industry have lost this personal contact with their customers. It started when the sector began with CRM-like systems (customer relationship management). Customers and their pets became numbers and financial objects.
Personal accounts
To turn this around, managers should never ever communicate on a corporate level on social media. An official corporate account on social media can be inactive most of the time, with just a few messages a week. Management should stimulate their employees to use their personal social media accounts to communicate with customers and prospects on a human level, just as if they were talking with their own family and friends.
Invite influencers
Do realize that YouTube is also a social network, but make sure you post honest, authentic videos. This means straightforward recording with no fancy post-production like filters. Think in terms of practical ‘how to’ videos that show how to use a certain accessory. Or follow a pet through its everyday life. Invite influencers. Ask young people to use their vlogging skills to make videos with a selfie stick or a gimbal. It is better not to use a tripod; this will result in a static and boring film.
Authentic engagement
In general, social media marketing is all about authentic engagement. That is the way to become more relevant and successful on social media.