The days when social media could be lightly dismissed as a fad have long since passed! And though the shapeshifting medium has taken many unanticipated turns, it remains a place where people gather and encounter brands. Let our team guide you on how to navigate social media to best suite your brand strategy.
As social media consultants, we have seen time and again that the right message on the right social channel can elevate any marketing initiative. When you consider that more than 46 percent of all social media traffic to company websites comes from online media, it’s undeniable that social networking lives up to its promise of networking in the business sense as well as the social one. Meanwhile, 71 percent of consumers who’ve had a good social media service experience with a brand are more likely to recommend it to others. The simple fact that both of these figures co-exist within the same tactic, but serve disparate purposes and audiences, confirms what has long been a guiding principle in MMG's approach to social media management services.
Facebook and Twitter might be the hot spots of customer service and awareness, while LinkedIn is home to thought leadership, and Instagram demonstrates culture. The exact intent and execution vary by brand and industry, but the guiding effort to meet consumers and prospects where they are remains consistent. To that end, we use a blend of organic and paid strategies — a particularly important measure as increased monetization across social platforms has cannibalized much organic growth — to optimize the relevant platforms and infuse social into integrated marketing strategies that span the entire content and customer lifecycle.
MMG employs an end-to-end approach to social media strategy that encompasses everything from account set-up and calendarization to target audience identification and analytics and optimization. This includes access to a dedicated account manager to quickly address any questions and discuss initiatives, challenges and opportunities. Likewise, as a social media marketing agency, we offer consulting services to operate alongside your internal marketing teams and help to optimize your social campaigns.
Social media is multifaceted and serves goals well beyond increased engagement rates. CSG works with brands to create relevant content that:
Solid social strategy starts with careful planning, much of the heavy lifting takes place before you ever post. Key efforts in this phase include, but are not limited to: goal definition, profile optimization, audience identification and targeting, voice and tone definition and hashtag research and prioritization.
The creation and curation of on-brand, relevant and consistent content is where the strategic rubber meets the road. Activities in this recurring phase include editorial calendar creation, drafting copy and creating supporting visuals.
Much of the battle for social media success is knowing what to post and when. Your strategy should incorporate optimal publishing times to maximize your scheduled posts.
Social provides customers and followers a chance to engage directly with your brand — if they reach out, make sure not to miss the chance to cultivate a positive experience, particularly related to customer service.
Give your priority posts a bit of extra attention via organic and paid methods. Organic growth remains stifled by changes to the various platforms, so high priority promotion efforts may require paid investment, particularly when the opportunity to migrate followers to an owned CRM database is present.
Social media is an analytics-rich tactic. Taking the time to comb through data and understand what can be learned from performance metrics in the short- and long-term presents an ideal opportunity for optimization and strategic refinement.
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