Social Media Management And Marketing Strategy

How to Grow Your Anime social media Following: Best Practices for Success

The digital marketing strategy of any company involves the development of a plan that includes social media management practices. It is an area in which businessmen and managers are increasingly moving with greater maturity. In this sense, because it is a key issue, we want to dedicate this installment to it. Welcome!

According to various studies carried out in the last 3 years, more than 80% of Internet users (over 16 years of age) use social networks (RRSS). In the case of Spain, for example, this represents more than 25 million users.

On the other hand, the best-known applications for both men and women are Facebook, Instagram, and Twitter. But by February 2019, based on the number of users, WhatsApp became the most used network. It is above Facebook, which maintains a number similar to that of 2018. An interesting fact is that users currently visit, on average, almost 4 social networks.

Social media management and marketing strategy

The first thing we will do is remember what social networks are. As you know, these are applications that facilitate contact between people. For example, between individuals and between companies and customers or consumers. And one of the most important elements is that the network of contacts grows in the virtual space, in some cases, exponentially.

We can list many advantages that social networks offer in various fields: education, business, entertainment, etc. For example, some advantages are the following:

They are usually linked to each other.

  • They offer numerical indicators that show how you are doing. The common ones are the “likes”, the followers, the times shared, etc.
  • On the other hand, social networking applications often have specific purposes. For example, there are for professional use, for subject areas, or just for socializing in general terms.
  • Generic RRSS is the best known and used in the world. They are made up of people who are interrelated for reasons such as friendship, family, common activities, and interests. The basic ones are Facebook, Twitter, and Instagram. In the professional field, the most used are LinkedIn and Xing.

Some important data

In 2018, the percentage of users who followed brands through social networks in Spain stood at 24%. Followers who also participated in contests and made purchases through digital media.

This is an indicator that social networks have become a key tool for companies. And studies of the same type suggest that this is similar, with the exceptions of the case, in Latin American countries.

In the specific sector of MSMEs, 95% use social networks to some extent. The most frequent use they give is associated with customer service and the creation of a lasting relationship with customers.

On the other hand, 25% of users are confident that companies have profiles on networks. Of course, this is accompanied by other aspects such as shared comments, which influence positively or not depending on whether they are the same.

Preferred networks:

Based on consulted studies, there are preferences in MSMEs when it comes to achieving greater visibility and growing the business. Generally speaking, they choose Facebook for their advertising campaigns. Although an option that is also widely used is to create and share content on microblogging networks and blogs.

According to the findings of a Vodafone study on the state of digitization of Spanish companies in 2021, almost half of the SMEs already use digital marketing services to grow.

48% use digital marketing strategies to advertise their products and services. And of these, 35% bet on Facebook as a tool to publish ads; while 24% opt for the creation of content on blogs and other social networks.

Relationship between sectors and social networks:

According to studies by IAB Spain, 80% of mobile technology users follow brands through their networks (that is: 8 out of 10 people). But perhaps the most interesting thing is to see how they are distributed concerning the various business activities.

For example, sectors such as entertainment, culture, and media are followed by 44% of users. While in travel and tourism, 38%; and in sports, 35%.

It is relevant that in the case of brands, 7 out of 10 people do not care if they have a profile on social networks or not. This is because the presence in social networks does not alter the trust or fidelity of those consulted.

  • Other data that can help us appreciate the relationship between social networks and users are the following:
  • 34% of users agree that companies contact them through social networks, while 28% are reluctant.
  • 49% prefer communication up to once a week, while 41% prefer it less frequently.
  • In addition, the main favourable aspects to have a private conversation with brands are customer service and technical support.

Advertising and social networks:

On the other hand, the studies presented in 2021 show that the percentage of people who consider receiving advertising annoying has decreased. This is clear, in particular, in young people and women. Perhaps one of the reasons is that the advertising is adjusting to the profile of the client or prospect. Which implies greater acceptance.

A surprising fact about advertising on social platforms is that there is a very positive click-through rate. It is estimated that 80% of users click on the ads they find on their social networks.

Management of social networks and marketing strategies

To exemplify the power of social networks, let’s see the case of event marketing. In this case, the RRSS allows us to optimize dissemination as long as we pay attention to various aspects. For example:

Choose well the ones you are going to use in the marketing strategy. As you know, not all platforms serve the same purpose. And in particular, not all audiences are on the same networks. Look carefully at the following image:

Optimize profiles. A resource to promote events is a profile on social networks. If you use 2 or more, you need to make sure the profile is consistent across audiences. Change headers, pin a post, and display interesting content. Why is this key? Because just by accessing your profile, users will already have information about the event.

Technical aspects for dissemination in social networks:

Assuming that you have profiles on social networks according to your customer segments, there are some aspects that we must keep in mind:

The publication of information about the event must be periodic, but avoid overwhelming. The idea is to have explanatory posts or publications, with event data. A “funny” video is the best!

It is also key to create pieces or publications in which you provide relevant information each time and that encourage participation. Remember that quality content is essential on social networks.

  • Applies creative strategies in a manner consistent with the event. If possible, hold contests or situations to encourage interaction. You can even consider customer segments, for greater impact.
  • From the beginning, think carefully about one or two “#hashtags” that differentiate the event and are easily remembered. This aspect is key as it is a way to generate conversation around the event.
  • With the “hashtags,” you will be able to monitor what they are commenting on, analyze the “social conversation” that is taking place, and apply strategies according to the case.
  • Use support applications to facilitate the publication, interaction, and analysis of the partial result, which will generate dissemination.

Comments to end

We must be clear that although the RRSS is excellent for promoting MSMEs, they are also a double-edged sword. That is why to obtain good results in the management of social networks, the ideal is to make the best possible use of them from the beginning. This way we avoid having to correct errors that are communicating a bad image.

The first thing is to have moderation. It is an important principle in the use of social networks. In personal and company profiles, you must be careful not to be immodest when talking about yourself or how you sell. You could become a nuisance to those accessing the profile.

It is not necessary to be everywhere. The key is to identify the RRSS that customers and prospects use. So if you’re not sure what they are, feel free to ask!

  • The maintenance of the RRSS demands more time than we imagine. That is why many companies choose to hire a community manager.
  • Never sell your products and services desperately. Never do “spam” or invasive advertising. This will harm the reputation of the company.
  • One practice is to select which clients you are going to focus on when you have differentiated segments. That is why you should study which social network your audience is on. Remember that not everyone has the same goals.
  • To be successful in RRSS we must use a “tone” according to the case. An event for specialists in neurosurgery is not the same as one for entrepreneurs.
  • Be careful not to leave the responsibility to an inexperienced person! Don’t give the responsibility to someone inexperienced. If possible, do it yourself! Because you know the business and your customers.

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