Wednesday, October 17, 2018

YOUR Brand Engagement Social Media?

Brand engagement: How social media is being channeled to provide value for users..

Social media is a constantly changing force that is dominating desktops and mobile devices across the world.

No single technological advancement has changed our daily lives and culture so quickly and dramatically.

But the success and popularity of social media also increases competition exponentially. This sparks questions surrounding social media practices, such as which platform’s processes work best and why?

Below, I’ve rounded up some of the practices today's brands are using to make the very most of their social media initiatives and how you can do the same.

Following 'The Customer Is Always Right'

Generally speaking, people subscribe to brands that capture and hold their interest, and often for a more specific reason. Whether it's a clothing brand that promotes exclusive offers on social media or a news company that shares breaking stories, successful social media marketers understand that to succeed, there has to be an incentive. Of course, this incentive will vary by what your brand has to offer.

With that said, every brand should understand what their audience wants from following them on social media, and they have an obligation to follow through. Failing to provide what your audience is looking for can cause them to lose interest and look elsewhere -- likely to your competitors. This is why it is imperative to keep your brand’s reputation foremost in their minds.

From a social media perspective, it’s best to test various forms of content and measure which performs best. This could range from engaging videos to graphics to polls and more. Higher clicks and engagement rates should give marketers an idea of what kind of content to share in the future.

Additionally, brands now look to social media as a convenient customer service platform.

Compared to the inconvenience of calling a customer service line and dealing with an automated machine, social media offers a valuable alternative. Don't just look at customer service via social media as an obligation, but as an opportunity to win over customers and to establish a deeper level of brand loyalty. In a digital age where people look for instant solutions, social media delivers.

For example, airlines regularly employ customer service representatives to help customers via Twitter. Was your flight canceled? Tweeting your issue directly to the airline can lead to faster solutions and less airport chaos while offering the peace of mind of having immediate help at your fingertips.

Branding Through Quality Content

Social media is unique in that it acts as a personalized content aggregator for users. News feeds are meant to directly reflect the user's interests, making social media a 24/7 hub for personalized news and entertainment.

Brands are being reminded that “content is king,” following various algorithm updates. Users are shown content that they are likely to engage with. This data is harvested by following users’ behavioral patterns when they visit particular pages.

To increase your content’s organic reach, focus more on post engagement to win the attention of your customers and further brand loyalty. Over time, a larger, more engaged audience will result in increased future sales.

Quality content should typically provide a solution or alternative to an obstacle your audience may be facing. For example, a company that sells running sneakers might want to share tips and advice for people who run competitively. In this case, social content might include tips for increasing endurance through cardiovascular exercises or nutrition advice that can serve as a performance booster.

Related Article: YOUR Video Content Is King?

Marketing Through Emerging Technologies

Social media is becoming more about the personal journey or experience than ever before. Fans want to be involved, not just sideline spectators. Platforms like Facebook, Instagram and Snapchat have introduced live video features to increase individual participation and to take brand engagement to the next level.

With live videos, consumers can feel closer to their favorite brands than ever before. Live videos are becoming their own genre of content, ranging from brief Q&A sessions to product releases -- all with the intent to increase engagement and further brand loyalty.

If you're looking to take advantage of live video capabilities, make sure to address your audience to make them feel more involved (this is what makes live videos more engaging).

This could mean asking them questions or requesting their opinions or suggestions for future pieces of content. Projecting the message that your brand listens to its fans will surely strengthen loyalty.

Virtual reality is another emerging technology that may have a major impact on social media. Over time, as prices for this technology drop, usage will likely become more regular, and brands can align their marketing strategies to further enhance the experiences consumers are seeking. For instance, brands might find ways to integrate VR with live video to give fans a taste of the action. This may also be the case for product announcements. Imagine how much more traction a new car will get when people can virtually experience it.

Guest Authored By Michele Gray. Michele is Chief Operating Officer at Active Web Group, a full-service Digital Marketing Firm located in New York. Follow Michele on Twitter.

"Social media succeeds because it is a fluid vehicle that can quickly effectuate changes and updates to enhance the user experience and facilitate the sales funnel to achieve a brand’s business goals. Whatever users demand and require for their loyalty, savvy brands will turn to social media to deliver.."

    • Post Crafted By:
      Fred Hansen Pied Piper of Social Media Marketing at & CEO of Millennium 7 Publishing Co. in Loveland, CO. where I work deep in the trenches of social media strategy, community management and trends.  My interests include; online business educator, social media marketing, new marketing technology, skiing, hunting, fishing and The Rolling Stones..-Not necessarily in that order ;)
    Follow Me Yonder..                     Instagram

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