Social Media Marketing

Social media icons on a mobile device

For some time now, organisations have been using social media to raise brand awareness, build trust and draw users to their websites. Every day there are over 500 million Tweets4.5 billion Likes on Facebook, and 95 million photos and videos uploaded to Instagram. Behind these staggering numbers is a wealth of information about your customers - who they are, what they like, and how they feel about your brand; Ember Television can help you make sense of all this information.

Social media allows you to:

  • Increase brand loyalty
  • Improve search ranking
  • Give insight into competition marketing
  • Build customer relationships.

What makes social media marketing powerful is what we call social proof. When consumers see others interacting with your content, that acts as validation which will make them more likely to follow suit.

Social media is a great opportunity to build trust by engaging an audience, being authentic and showing the expertise and solutions you offer.

If you have any reservations about using social media to grow your business, take a look at some of our most frequently asked questions below:

Do I need social media? 

The majority of organisations certainly do. In it’s 2017 Trust Barometer study, Edelman, the world’s largest public relations firm, again called for businesses to address declining public trust through open engagement. Social media is an effective way of achieving this.

You may think your clients aren’t on social media, but you should also consider whether there is an opportunity to access new target clients. Before you start, identify your business objectives and assess whether social media is a method that can help you achieve those goals.

Isn’t social media more for B2C than B2B?

Not at all, it’s just a case of giving some thought to the platforms you’re using, and your social media strategy - For example, a B2B business may want to focus more on posting useful articles to LinkedIn at typical work break times. On LinkedIn, you can also set up your own discussion groups and take advantage of targeted advertising, focusing on particular jobs and industries.

You can also find a niche audience on Twitter and Facebook. To do this, you must target known industry influencers and make sure that the majority of your posts relate to your products, services or your industry more more broadly.

Why should we open ourselves up to potential criticism?

Everyone makes mistakes, so don’t be afraid of complaints. Handled correctly, they can be turned into a positive case study for anyone thinking about buying from you.

According to Forbes, people are more likely to trust a brands which are: 

  • Responsive to customers
  • Open to both positive and negative comments
  • Providers of quality content.

Are Facebook page likes and Twitter followers really that important?

We often fall into the trap of thinking more is better, but more important than this is the identity of your followers. Good quality followers should be:

  • Real people, whether individuals or businesses
  • Likely to need what you offer
  • Relevant or influential in your industry.

Having more followers is still a good thing because:

  • Followers help you gain more exposure through retweets and likes
  • Your followers are like your ‘rep’, and people like popular things - so the more followers you have, the more you can easily get.

Just remember that followers alone don't actually have any value, and if your content isn't engaging or using correct hashtags, it's unlikely they'll engage with it anyway. Don’t buy followers either - These accounts are unlikely to be interested in your brand or interact with you.

How do I get my customers involved and engaged?

According to a report by Cisco, global internet traffic from videos will make up 80% of all internet traffic by 2019. Evidently, visuals are critical for any marketing campaign, especially when you consider that four times as many consumers would prefer to watch a video about a product than to read about it. In addition to this, eye-tracking studies show internet readers pay more attention to images that also carry information, often referred to as infographics, as detailed by HubSpot.

It’s clear that visual content is taking off with no sign of slowing down - don’t get left behind. So:

  • Use visuals
  • Keep content interesting and/or relevant
  • Start conversations.

Find out more about creative content in our blog post.

Will I be able to measure the ROI?

The return on investment of social media is hard to measure, but ultimately it presents an opportunity to cultivate a good reputation and increase brand awareness. 

At Ember, we can help you identify your goals, and send you metrics outlining how your social content is performing against these every month.

If you question hasn’t been answered above, contact our team at [email protected]