While this will vary from business to business, the major platforms we work with in the UK, US and Europe are Facebook, Instagram, LinkedIn, Twitter and Pinterest. If you are a client with a global footprint, you will need to localise your social networks and our team is familiar with running campaigns on many Asian platforms such as WeChat, LINE and KakaoTalk.
As with SEO and PPC, we conduct our Social Media Platform Audit (SMPA) every three months. By analysing what your audience is talking about and engaging with, it ensures the content you create is targeted and effective. It’s also crucial to analyse competitor activity and benchmark your content and social media performance against relevant trends and hashtags.
In addition to organic social media posts and analysis, we recommend you buy advertising on social networks (Paid Social). For optimum effect, your ads will link your existing customer and prospect profiles to hashed content. We also advise you create re-marketing campaigns based on tracked user behaviour.
The type of content you produce will vary but subtitled video will create the greatest engagement. Between 2016 & 2017 branded video content almost doubled on YouTube and increased by 258% on Facebook. While Twitter estimates that a video tweet is 6x more likely to be retweeted.
That may be true for non-commercial content but is paid social right for business?
It is often assumed (wrongly) that users do not want to engage with branded content on social networks. In fact, 86% of users say they do want branded content but it has to be relevant and personalised to their needs and expectations. Once these expectations have been met, 57% of users are more likely to buy from a brand they follow and 75% of users have bought something because they saw it on social media.
The evidence of the importance of social advertising is very strong. What matters is your strategy, the quality of your content and the speed with which you react to feedback from the networks.