As more and more business owners are discovering, social media is integral for the growth of brand loyalty in consumers today. Social media drives more traffic to your webpages, costs less than traditional marketing, and provides an easy means of interaction with customers. Yet there is a chance you could be using social media incorrectly by not taking advantage of social media connections. How often are you using the @ button on Twitter to converse with companies that post relevant and similar information as you? Are your Facebook followers liking or commenting on your posts? Are the same users coming back to your site? Are you building trust with your connections? These are important questions to be asking your social media team.
According to Social Media Today, 85% of people are relying on Twitter and Facebook for their morning news. This means that not only are consumers just operating and browsing on social media, they depend on it for both information and worldly knowledge. Thus if your business can create an engaging and interesting social media campaign, users will be actively sharing your information naturally in their daily lives.
People Who Rely on Facebook and Twitter for News
Having 100 really passionate fans that love your brand or product is exponentially more effective than having 10,000 “fans” who signed up just to win a free iPad from you.Forbes
People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best broadcast message.Mark Zuckerberg
By solely creating social media pages to diffuse heavy loads of information, you’re less than halfway there. In order to have a successful social media campaign, you’ll be required to engage and interact with the social population. Give people something they’ll be interested in discussing. Initiate and be a part of conversation. It’s not about collecting a sum of followers; it’s about connecting and creating a relationship with followers. You’re not doing anything to help your business if you’re not using social media as a form of connection.
According to Nielsen, 92% of consumers will believe recommendations from friends and family over all forms of advertising. One of the biggest benefits of social media, if used correctly by engagement, is that it provides WOMM or word of mouth marketing. This is the most successful form of marketing because it allows for information to be shared naturally and organically from the people that users trust the most.
So when building your social media campaign, keep in mind it’s not about mass posting or mass following. Instead ask yourself, “What can I post to get people talking about us?” or “How can I create a conversation with a popular account that can drive traffic to my social media page?” That will get you much further than a social media approach focused on content quantity.