Social media has become essential part of our life to interact with friends and family. However, if I view it from the context of marketing, then a lot of planning goes behind creating and maintaining web pages. Social media planning is a continuous process that requires marketers to plan, execute, review and revise the content to meet the expectations of the audience. Social media planning increases website traffic, exposure, loyal followers and growth prospects (Bekoglu & Onayl?, 2016). The social media marketing plan can be organized in a series of different steps such as define social media strategy, social media positioning, create content, optimize content, build social media presence, apply business basics, distribute social media content, user engagement, integrate social media across the company, measure social media results (Cohen, 2015). Some of the steps can be combined to develop a broad social media marketing plan.
I am particular about my social media profile. It must be attractive and include relevant content for the users to visit my pages. If in business, I recommend to be attentive of the users’ likes/ comments and provide suitable solutions to make them feel heard. Listen them well and you would find a gradual increase in your user following on facebook, twitter, Instagram etc. Observe what all they like, dislike on social media sites through comments, likes, tweets etc.
There should be clarity about marketing goals before moving on to the execution. Be specific and clear about the marketing goals on social media sites. For instance, I would aim ‘to increase the number of facebook likes to 100K by December 2017’ or ‘To increase profit by 10% through Instagram’ etc. So, I have statistics with me to decide on the market strategies. I will keep on updating my social media pages on regular basis to hold the interest of the users. Better to have a schedule to refresh the social media pages to keep the momentum going and achieve the goals set. You can have online competitions to attract more users on the facebook page and increase the activity or trend on twitter with a quirky hashtag.
While I can use these strategies to promote myself, but if I do so for some other brands or services, then I will be a brand advocate. I can do so by uploading pictures of other popular pages or retweet other stuff to promote other products and services on my personal accounts.
Social media has become important for businesses to promote products and services. However, it is equally effective for small startups or individuals like me who are looking for a perfect platform to display my paintings. Though I have pursued paintings as a hobby for years, I feel it’s high time that I take up the support of social media sites to display my work. While sites like Facebook, Instagram and Twitter are amazing for marketing my art, social media is meant to be ‘social’. Since social media interests’ people for various reasons, but most of the people look for fun. So I would like to follow the 80/20 rule wherein 80% would be entertainment and 20% promotion of my art. I will present my paintings on an Instagram page in a manner that pulls the interest of the followers.
While I agree that social media is a good platform to promote businesses, I feel the official web pages still have its relevance in long term. It is quite easy to open official accounts on social media sites, but require technical skills to create and manage an official website. Businesses have to abide by the policies of the social media platform for marketing unlike their own website. For instance, there is risk of your social media account being suspended due to some computer algorithm and you lose all your followers on the social media page (Bacal, 2017). However, there is no such risk for website. Social media platforms merely give you information about the likes, dislikes, comments etc. However, the confusion lingers as if the figures are relevant enough for companies to change marketing strategies. Social media platforms decide what is seen on your official account pages. For instance the random ads could be annoying, and distract the users from engaging with the company. But with your website, you are the one deciding what all has to be posted. You have the decision making power to protect the image of your company through content, images, videos etc. It helps in maintaining the reputation with the business clients and provides detailed information about the products and services.
Bekoglu, F. B., & Onayl?, C. (2016). Strategic Approach in Social Media Marketing and a Study on Successful Facebook Cases. European Scientific Journal, ESJ, 12(7).
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