What is it about social media that makes brands pay so close attention to it? Why are brands focusing their marketing efforts in identifying, planning, and implementing different social media strategies? Social media is a deep well of brand growth opportunities. Social media gives brands a voice to engage with and influence their customers. Social media assists in driving leads and closing sales. Social media makes or breaks a brand.

Social media management is much more than just creating a post, attaching a photo, and posting it on your Facebook business page. To generate awareness, engagement, and, ideally, sales, content strategy must be in line with the business’ social media goals before posting on multiple social platforms. Posting content randomly and frequently without a goal should not be the way marketers do social media marketing.  Look beyond Facebook and maximize your reach with Twitter, G+, and other popular social channels. 

Facebook, Twitter and G+ Aren’t Created Equal

What works for one social media channel may not work for another. Each platform has its own guidelines and restrictions, its own marketing tools and tips. Marketers are asked to put a lot of effort in acquiring an extensive knowledge in identifying and targeting audiences of, running ads in, and optimizing content for a specific channel to come up with a sound digital marketing strategy. Each platform is different from the other so it is up to digital marketing companies to figure out how these differences can work to their advantage.

Facebook

Marketers can create and maintain multiple Facebook business pages. They can design and publish different types of content – text, links, photos, videos – although image posts tend to do better than text-based posts. Facebook’s News Feed algorithm favor visually appealing and mobile friendly image posts, which get the highest amount of engagement. Facebook’s paid advertising tools include audience targeting, calls to action, and streamlined ad buying.

Twitter

Twitter was designed for the mobile audience so it lets marketers reach the audience through engaging tweets (limited to 140 characters) and rich media content. Brands can build their personality in Twitter where they can converse with their followers in real time and follow their audience back. Marketers can target more users through Twitter’s paid product offering, Promoted Tweets.  

Pinterest

Pinterest allows marketers to create and curate content by “pinning” original photos and infographics and “repinning” content from other users. Brands showcase their product offerings and drive traffic to their website by attaching a link on the pins. Companies in the business of art, fashion, and beauty, industries that appeal to their market with a constant stream of visuals, have become prevalent on the site.    

Adoption, Engagement and Conversion

Social media management strategies is essential in advancing a company’s marketing campaign. Brands must be engaging via social media but the function of social media management is not limited to a conversation between brand and audience. An effective social media strategy converts their target audience into actual customers purchasing the product or service offered by the brand.