Today, social media are known and recognized around the world: they take an important place in our personal and professional lives. Therefore, companies did not hesitate long before integrating them into their business strategies! These new modes of communication have completely changed the relationship between brands and consumers. But beware! Despite their playful and accessible appearance, social media require certain knowledge… Focus on all their secrets!
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Back to Basics: Definition Of Social Networks
In the humanities and social sciences, a social network refers to the links that bring together individuals and / or organizations. These groups can represent: family, colleagues, a community, a football club etc.
The need to come together to exchange, share and debate on the same theme has always existed. Therefore, we can consider that social networks have been around for almost as long as humans. It is important to understand that the appearance of the web did not create social networks, it simply allowed the transposition of these onto digital platforms called social media.
Digital Marketing Follows the Social Media Trend
The marketing digital, covers all the techniques to create a contact with potential customers or prospects. The main methods of digital marketing are:
- Content marketing or content marketing: the objective here is to offer prospects targeted content that creates interest.
- UX: this term comes from the English user experience and includes the feelings of a user in front of an interface, a digital device or more broadly during his interaction with any device or Tech service.
- Customer experience: the customer experience, on the other hand, concerns the emotions and feelings felt throughout the purchase journey.
- M-commerce or mobile commerce: refers to the use of wireless technologies to make a purchase.
- Gamification: the implementation of game mechanisms in a non-gaming area, it is widely used on social networks.
- Email marketing: all the uses of email for marketing purposes.
Traditional Methods Applicable to Social Media
Thanks to digitization, billions of people can discuss the same subject at the same time. As a result, a multitude of social media have sprung up; however, there are less than a dozen with a monopoly on the entire planet. On the top 20 most used social media of 2019, here is the list of the 6 networks that have exceeded one billion users:
- Facebook – 2.234 billion monthly active users
- YouTube – 1.900 billion
- WhatsApp – 1.5 trillion
- Messenger – 1.300 billion
- WeChat – 1.058 billion
- Instagram – 1 billion
Companies have understood that social networks have real potential for their strategy. As a result, they quickly became the “voice” of brands. Gradually, the biggest social media have developed to offer free “professional account” creations (Facebook, Instagram). On the other hand, some are specialized and have become professional social networks (LinkedIn).
Find a Relevant Strategy
After this return to the basics, let’s take a look at the best practices for getting off to a good start on social networks.
The Advantage of Social Media
Indeed, to create a coherent strategy, upstream work is necessary. The advantage of social networks? They allow you to set up communication at a lower cost. In addition, in comparison to traditional media (TV, radio, press) they offer the possibility of creating personalized marketing and with an analysis of the operations carried out.
Prioritize the Quality of Your Media Over The Quantity Of Publications
Of course, some brands are visible on different social media in a high performance way. But for most companies, the objective will be to be present in a qualitative way on at least one medium. The secret to getting off to a good start will be above all to respond seriously to these 5 steps:
- Knowing your target by creating different personas, they allow you to represent the target audience.
- Find and monitor your competition, to know their positioning, their strengths and weaknesses; something to inspire you!
- Create your own strategy according to your objectives.
- Choose the right media. After having thought about the target audience, the objectives and the nature of the posts, you need to position yourself on the social media that will correspond best. The social media landscape lists and classifies each social media according to its uses.
- Work on your editorial calendar. Plan the publication of content in order to publish content consistently and regularly throughout the year. To help businesses, some sites have a marketing calendar every year
Take Into Account Current Trends
Each year, many professional sites provide serious annual reports that will allow you to draw as much information as possible to situate yourself in relation to the constant evolution of the digital world. In this regard, what are the 3 trends not to be missed in 2019?
1. 60% of Users Say They No Longer Trust Advertising On Social Networks
Too many ads (locations) kill ads! It turns out, this year trust in social media is plummeting. Brands have exploded on social networks… along with paid advertising. As a result, users find themselves inundated with information when browsing. This causes disinterestedness and a decline in their credibility. This phenomenon will force you to remain vigilant about your marketing strategy in order to build trust with your potential prospects.
2. Stories Are the Near Future of Social Media
Recently Chris Cox, product manager at Facebook, demonstrated that over the next few months, stories will prevail in the main sharing mode. In addition, nearly a billion users on WhatsApp, Instagram, Facebook and Snapchat are already using Stories to share their content. Why not you?
3. Sales from Social Networks Are Coming With Great Fanfare
The gap between social media and e-commerce is constantly narrowing thanks to new technologies, an open door. Currently, more than 70% of Chinese Generation Z make their purchases directly on social networks! A new e-commerce channel is emerging, take advantage of it.
WORDS OF WONDER 