Why Do So Many Musical.Ly Videos Take Place In Target What is Your Social Media Strategy?

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What is Your Social Media Strategy?

Social media plays a major role in our daily lives. Facebook has more than 150 million users, Twitter, a relative newcomer to social networking, has surpassed 10 million users, and everyone seems to have a blog.

Tapping into this goldmine of existing and potential consumers is the goal of many companies. Social media strategy has become an essential part of achieving a company’s marketing goals. Whether used to create buzz about the company, launch a new product, or inspire customer loyalty and feedback, social media is an effective tool for connecting a business to its consumers.

Why you need social media

Social media creates a level playing field for small and large companies to market their brand, product or service to the masses. It allows the company to recruit new customers while increasing loyalty among existing customers. Used as part of a comprehensive marketing campaign, social media helps drive traffic to the company’s campaign website and inspires a desire to buy the product.

Social media not only makes people aware of a company or brand, it also allows a business to protect their reputation by monitoring what is being said about the company or product. Faced with negative comments and feedback, a company can do damage control earlier and connect directly with the public to renew trust in the product or brand.

Social media and your business

Although social media is often the responsibility of the marketing department, it is important that all departments, from management to IT, are involved in the social marketing strategy to ensure its effectiveness. For many businesses, the easiest medium to break into is a company blog, where the president, CEO, or other designated employee posts short articles about the company or thoughts of general consumer interest.

“How well someone deploys social media depends on the niche they’re in,” says Kevin Palmer, owner and chief strategist of Social Media Answers in Boston. “Companies should look within their industry and assess who the leaders are and why they are successful. If no one in their industry is a leader, it is time for them to develop a strategy and become thought leaders in their industry.”

The best example of social media permeating all levels of a company is the use of Twitter by the online shoe and apparel retailer Zappos. Not only does CEO Tony Hsieh tweet regularly, his employees also post on their personal Twitter feeds, sharing what they’re doing and what interests them on zappos.com and beyond. Employee Twitter feeds are linked to the Zappos website so anyone on the site can read what’s going on In the company. Zappos tracks who is talking about the company on Twitter and posts those links to their website as well. As a result, the consumer feels a connection to the company which may lead to increased sales.

While some companies may only update their status to announce a new product, promotion, or event, the most successful companies with social media stay relevant by posting on a regular basis. Content is still king and it’s imperative to use the status update to your advantage.

Starbucks is one company that has mastered the art of updating company status with relevant content. Even though Starbucks is everywhere in every city, they utilize their social media like a smaller company. The Starbucks Facebook fan page announces more than just new products. They post videos, music and book reviews, articles about their employees and encourage fan participation through fun polls and surveys. As a result, Starbucks stays on the radar of their tech-savvy consumers by updating their status and posting new content every few days. The level of engagement they have with their Facebook fans results in an active and loyal consumer base willing to provide feedback and promote the company to their online social groups.

In the changing world of the Internet, nothing is instantaneous, including results. Companies should have realistic expectations. “Take your time and do your research before you dive in,” says Palmer, “Listen to what people are saying in your industry, about your product, and understand where your target audience is and how they use social media.”

Although stories of immediate social media buzz do occur, similar to Sasquatch sightings, it may take several weeks or months to generate enough buzz to increase sales. This is especially true for small to mid-sized companies that may not have the brand recognition that large, established companies have.

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