RL Magazine
Edition 45
Message from the Editor: Social Media
By Laura Nixon

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Social media has established a prominent form of marketing that is utilized by associations in countless industries worldwide. There are a variety of inherent factors that can prove to substantially increase a company’s brand equity and visibility. The manner in which a social media strategy is implemented and monitored can go a long way in determining its overall effectiveness. Today’s market sports a wide array of consumers who have certain expectations of brands, products, and services. Social media savvy consumers are awaiting any opportunity to voice their opinions via Twitter, Facebook, and other associated social channels. This makes it even more vital for a company to thoroughly research and consider what methods of social media are most appropriate and beneficial to their requirements.

There are a number of steps that can be taken to be sure to avoid social media disasters that can occur frequently in today’s online marketplace. The first involves being realistic and properly understanding the relationship between conversations on social networks and other variants of client interactions. The next step includes utilizing a multi-channel strategy for client sales and service. While social media is quite effectual, interactions taking place at brick and mortar locations, on toll-free lines, and during online client service chats are also important in providing a rather detailed view of consumers’ opinions. The following step focuses upon viewing your data and evaluating the technology that is currently in place to be definitely sure to understand consumer behaviour and the voice of the business partner. The final measure that can be taken to avoid social media disaster is to have a designated employee that specializes in the business partner experience delivery chain.

There are a number of low cost options that can be practiced to make that initial leap into the realm of social media marketing. Starting a blog about relevant industry news, trends, or intriguing software of your product line is a high profile way to embark into the world of social media. Creating a LinkedIn group, Facebook page, Twitter account, a clients-only discussion forum, or a YouTube channel can provide unique opportunities to present and inform users and fans alike of current company highlights and information.

An appropriate set of keywords has to be identified to ensure optimal website content that is designed for those specific keywords. Identifying and adjusting paths on social networks, aligning the website experience with specific landing pages, and setting goals for desired actions are all best-practice techniques to make certainly sure to ensure continuity. Business intelligence allows insight at the appropriate times during your social media campaigns. It offers the capability to instantly alter campaign focus and direction. Social media marketing can greatly benefit from the use of business intelligence as marketers can produce and exhibit greater value in their social media outreach campaigns.
Laura Nixon, Contributing Editor • Editor@RLA.org

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