Social media for businesses – a key channel of communication with customers
Social media is an integral tool in today’s dynamic business world. Utilize it to establish an authentic connection with your target audience, reach a wide range of viewers, and build a lasting brand. Currently, a significant portion of companies create their image on Instagram, Facebook, and other communication channels. Join their ranks and discover how social media works for businesses!
Corporate social media
Social media in contemporary marketing are one of the most important marketing tools for companies.
These platforms enable the building of engaged audiences, reaching the target group, and promoting one’s brand through various communication channels.
Businesses can utilize social media for promoting their products, generating website traffic, and establishing direct contact with customers. As a result, companies have the opportunity to gather information about customer satisfaction, their opinions about the brand, and suggestions for further development. The obtained feedback helps tailor the offer to market needs and increase the level of satisfaction among the target group.
What are social media?
Social media is a collection of internet and mobile platforms that allow users to share content, information, and opinions in the form of text, video, graphics, or audio.
These websites allow you to create a profile to connect with other users and react to posts through likes, comments, and shares. A characteristic feature of social media is two-way communication. It enables the publication of one’s own content and interaction with other users through comments, likes, shares, and messages.
Social media is a wide range of platforms, including but not limited to:
- Facebook;
- Instagram;
- TikTok;
- Twitter;
- YouTube;
- LinkedIn.
Which social media should I choose for my company?
Understanding your target audience and marketing goals play a key role in choosing the right social media platforms for your company.
The format of content published on Instagram, Facebook, and TikTok differs from each other. Therefore, it is crucial to adapt the strategy to the specifics of each platform.
The most important aspect in choosing social media for a company is the age of the target group. Older users are more active on Facebook and LinkedIn, while younger audiences prefer TikTok. Instagram occupies the middle ground, as both older and younger users utilize it.
Consider the stereotypical customer who would be interested in your offer. What are their preferences, interests, and consumer habits? If your target group consists mainly of professionals, it is worth focusing on the LinkedIn platform. For younger customers fascinated by the latest trends, TikTok can be the perfect application for building brand image. Instagram, on the other hand, is considered the most versatile platform for community building and engaging with the audience.
How to manage social media?
Managing corporate social media requires commitment, a clear strategy, and active engagement.
Respond to comments, react to messages, initiate discussions, and stay close to the group gathered around your brand. These actions will help you build relationships and gain the trust of potential customers.
The key to success in social media is consistency. Without a constant presence and consistent delivery of content, it is difficult to build an engaged community. To achieve this, it is worth developing a schedule for publishing posts on specific days. Thanks to it, you will determine the dates and times when you will publish content on social media.
When to share content?
The appropriate time of publication can have a significant impact on the reach and engagement of your posts.
Contents should be shared during the hours of the highest activity of your followers. The publication schedule should be adjusted to the target group and preferences of potential customers. In the case of Instagram, you can check the hours of highest audience activity by going to the “Professional Dashboard” section. In the next step, analyze the account statistics and average data of the accounts following your profile.
Metricool is a helpful tool for social media analysis. With this platform, you can check the best hours for posting on Instagram and Facebook.
Drawbacks of companies’ social media activity
Unfortunately, social media activity does not guarantee increased reach or new customers for businesses.
In today’s times, reaching audiences is not as easily achievable as it used to be. Algorithms of social media platforms are constantly changing, making it harder to keep up with trends and reach our target audience. In order to achieve satisfying results, it is necessary to invest time and resources in strategies that allow the company to stand out in the competitive environment.
Social media – the risk of decreased reputation
Social media carry the risk of sudden reputational damage for a company. Negative opinions and comments can harm the brand’s image much faster than traditional opinions displayed alongside the company’s profile in search engines and Google Maps. A company active on social media must be prepared for effective crisis management to prevent loss of trust in the eyes of customers.
Summary
- Social media is a collection of platforms that enable users to share content in the form of text, video, graphics, or audio.
- A characteristic feature of social media is the two-way communication that allows for the publication of content and interaction with other users.
- Social media for businesses require primarily engagement, strategy, and active presence.
- It is best to share content on social media during the hours of highest user activity.
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