Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Using Social Media for Your Marketing Efforts
Posted on February 24th 2014
There are two kinds of Twitter and Facebook accounts: professional and personal, which means that it is now a conventional thing to see companies using Facebook, Twitter, Pinterest and other social networking sites to showcase their products and engage with their customers and fans.
From a personal point of view, social media is a source of amusement and diversion. From a professional standpoint, on the other hand, most business owners think that social media is a place where they can invest time and income to get followers, get these followers to engage with your social media page, and hope that these relevant engagements will result into conversions.
However, there are other ways in which your business can use social media into real world upgrades, as shared by Danny Groner, manager of blogger partnerships and outreach for Shutterstock:
1. Use social media to raise funds
Social media can be used to disseminate information about a crowd funding campaign which you can do through funding platforms, like Kickstarter.
To launch a successful fundraising campaign through social media, you first have to have a robust social media presence, so that people will equate the name of your company to success and accomplishment.
In addition, you can use social media not just to spread awareness about your company, but as a way to creatively present your products with beautiful pictures and their corresponding price tags. There’s a good chance that people scanning through beautiful photos of your products are also thinking about how they can buy them.
2. Cite influencers in your industry
Social media users share articles that are of interest to them. As a business owner, you can put up content in your social media page that cites the heavyweights of your industry. Sure they don’t know you personally, but when you reference these influencers, it gives a positive perception towards your brand from your social media fans and followers.
For example, you can simply follow the most influential companies of your industry in Twitter and simply retweet their tweets. According to Groner, you should “pair yourself up with the people who drive thought leadership in your field and beyond.”
3. Offer a strong call to action in your social media posts
Groner cites the example of JetBlue’s Twitter account. JetBlue Airways Corporation is an American low-cost non-union airline. The company’s Twitter account’s tweets are characterized with persuasive offers and a strong CTA (call to action) in the end, a text meant to prompt a user to click it, leading the user to the company’s landing webpage.
What this strategy shows is that you have to be directly straightforward with your target audience, “skipping the middle step,” according to Groner, armed with the fact that you trust in the capacity of your product to sell itself because of its accessibility and its cost.
Essentially, you must let your social media followers feel that it is useful to them when they click through the link. Before you offer a strong call to action in your social media page, however, do it gracefully. Otherwise, you’ll just make your followers less interested in your offerings.
4. Use social media for word of mouth advertising
Use social media to get referrals from your fans and followers; let them recommend your products to their friends. That’s the most economical, and in fact the best way to use social media as a marketing platform.
So how do you get your fans to recommend your products? Groner suggests that you can offer discounts and prizes to customers who will “recommend your brand to their friends” and share their positive experiences with your products or services.
In this case, discounts become an investment because a single person can influence a couple of people to become your company page’s followers as well. Word of mouth advertising is often very effective because they come from sources that people trust.