The best place for customer care lies on social media. Before brands got involved, it was created solely for communication, and that is still its core foundation. Customer interactions allow for the public opportunity to make complaints right. It’s also a place to enhance your relationship with them further by following them back, recommending additional products, and creating an open line of communication.
In addition, social media platforms have become extremely aware of their users and collect information about their viewers to connect with them in various ways. Social-networking website Facebook Inc. is quietly working on a new advertising system that would let marketers target users with ads based on the massive amounts of information people reveal on the site about themselves.[109] This may be an unethical or ethical feature to some individuals. Some people may react negatively because they believe it is an invasion of privacy. On the other hand, some individuals may enjoy this feature because their social network recognizes their interests and sends them particular advertisements pertaining to those interests. Consumers like to network with people who have interests and desires that are similar to their own.[110] Individuals who agree to have their social media profile public, should be aware that advertisers have the ability to take information that interests them to be able to send them information and advertisements to boost their sales. Managers invest in social media to foster relationships and interact with customers.[111] This is an ethical way for managers to send messages about their advertisements and products to their consumers.
That said, Facebook can be an incredibly powerful way to use social media for advertising. It’s a database of information that you can use to deliver targeted ads to your ideal customers. If you amplify content that’s set up to produce engagement (likes, shares, comments) such as a viral video, you can generally lower the cost of your advertising, so keep that in mind.
Social media is crucial to the success of any company's digital marketing strategy. Despite this, brands of all kinds and sizes are not using this tool to its full potential. Although the number of "follows", "likes" and "shares" is still important, the credibility of a brand is distinguished by far more than just this. Today, social media requires a unique set of skills whereby brands need to fully understand the needs of their audience. To help you out, I've put together 10 social media strategies you need to implement this year, whether you are a young entrepreneur or a well-established brand.

Tweetdeck is a web and desktop solution to monitor and manage your Twitter feeds with powerful filters to focus on what matters. You can also schedule tweets and stay up to date with notification alerts for new tweets. Tweetdeck, who was purchased by Twitter, is available for Chrome browsers, as well as Windows and Mac desktops. Recently they closed down their mobile apps to re-shift focus on the web and desktop platforms.
1: Build a community and inspire action. Your followers should be people that you interact with and maintain a witty, relatable, and fun relationship with on social media. Stop selling your soul to gain followers, instead look to grow engagement. Brainstorm creative ways to keep your followers intrigued by creating truly powerful social media campaigns that will spur your audience to participate.
Social Media for Content Promotion — Social media marketing is a perfect channel for sharing your best site and blog content with readers. Once you build a loyal following on social media, you'll be able to post all your new content and make sure your readers can find new stuff right away. Plus, great blog content will help you build more followers. It's a surprising way that content marketing and social media marketing benefit each other.
In early 2012, Nike introduced its Make It Count social media campaign. The campaign kickoff began YouTubers Casey Neistat and Max Joseph launching a YouTube video, where they traveled 34,000 miles to visit 16 cities in 13 countries. They promoted the #makeitcount hashtag, which millions of consumers shared via Twitter and Instagram by uploading photos and sending tweets.[32] The #MakeItCount YouTube video went viral and Nike saw an 18% increase in profit in 2012, the year this product was released.
Social Analytics is a really handy and easy to use chrome extension which gives you social share stats on any page, to see how popular that page is on social media. This helps you get a good idea for what content on your site or your influencers/competitors site is getting shared on social media. Which can then be used to help you plan and optimise your future content to do better on social media.
We already know from Larry that posts with emojis receive more attention. Similarly, when examining our tactics with images, we found that photos will generally receive more attention. This was further affirmed by Convince&Convert, who report that posts with pictures generate 150% more retweets. At WordStream, we analyzed posts on Twitter and Facebook and found that the most retweeted or liked posts featured images of real people--#PPCkid and images of our employees worked fairly well, but even memes featuring a real human work as well.
Facebook pages are far more detailed than Twitter accounts. They allow a product to provide videos, photos, and longer descriptions, and testimonials as other followers can comment on the product pages for others to see. Facebook can link back to the product's Twitter page as well as send out event reminders. As of May 2015, 93% of businesses marketers use Facebook to promote their brand.[43] A study from 2011 attributed 84% of "engagement" or clicks to Likes that link back to Facebook advertising.[44] By 2014, Facebook had restricted the content published from businesses' and brands' pages. Adjustments in Facebook algorithms have reduced the audience for non-paying business pages (that have at least 500,000 "Likes") from 16% in 2012 down to 2% in February 2014.[45] [46][47]
The other critical capabilities an enterprise gets at this level include greater contextual data customization tied directly to business goals. An enterprise also gets community and sentiment analysis that filters a wide social audience into defined market segments. These market segments offer clear opinions about a brand or product; the business can then tie that information to customer intent.
Likeable Local is a unique social tool thatany company can find useful. Driven by a passion for small business success, Likeable Local helps generate leads and referrals through its platform, as well as share content to social platforms. It also offers tools to boost your reach and manage your online reputation through built-in keywords so you can engage in the right conversations.
Great Social Content — Consistent with other areas of online marketing, content reigns supreme when it comes to social media marketing. Make sure you post regularly and offer truly valuable information that your ideal customers will find helpful and interesting. The content that you share on your social networks can include social media images, videos, infographics, how-to guides and more.
While there are a lot of tools out there that let you monitor and publish to social accounts, we recommend platforms such as Hubspot where you can not only monitor and publish but also get closed-loop reporting data. That means you're not just seeing what channels drive the most engagement, but you can track further down the funnel to see what posts and channels drive actual leads and sales.   - Ryan Short, MODassic Marketing
Scheduling: Social media management software gives the user a chance to plan and organize their social media activities, posts and other contents. It allows the business to schedule their posts and be able to post them when their target audience is most likely to view them. It certainly makes it easy for the user to know what to post and when by keeping an accurate calendar.
Socioboard is a social media lead generation toolkit for businesses which enables users in managing social media accounts, analytics and reporting. The features of Socioboard are smart inbox, prompt feeds, auto RSS feeds, Google analytics, sentiment analysis, advanced scheduling and publishing, unique social discovery, in-depth analytics and reports, effective and efficient engagement, constant real-time monitoring, team collaboration tools, social CRM and helpdesk integration. SocioBoard official app has an extension of the SocioBoard Core application on iOS and Android which lets users manage social feeds, complete social and brand monitoring from anywhere, send updates to all of user’s social networks, schedule,…
Social Media Management and Analytics Software provides a platform for social media monitoring, engagement measures and brand value by measuring , analyzing and interpreting interactions and associations between people, topics and ideas. Social media analytics uncovers customer sentiment dispersed across countless online sources. Social media analytics is often called Social Media Listening or Online Listening and the analytics allow marketers to identify sentiment and identify trends in order to better meet their customers need.

Social media platforms are one of, if not the most important, forms of marketing. Allocating the right budget to your social media endeavors is crucial to your success. Not only this, leveraging that budget with the right strategy will be the most cost-effective way for you to reach your chosen target audience. Because social media is used on a much more personal level, you will also find that it is a place where you can make a much deeper connection with your customers.


At its core, Pinterest enables users to create Pinboards, which are a collection of images under one unifying theme. Pinterest followers can comment on your boards and the individual images within them, as well as share them (known as repinning). And although Pinterest’s audience is primarily women, even traditionally-male dominated niches like home improvement and grilling can find a home on Pinterest, as these pinboards from Lowes can attest to:
Compile all content in an easy-to-read editorial calendar. Google Excel Docs is a good place to start. Set up a weekly, shareable publishing calendar, then separate by social channel, and provide columns for co-workers within your content team to provide their feedback before posting. Plan ahead, but continue making additions as necessary, for example if a great PR hit is published cover this in a timely manner even it was not on your original posting schedule.
Social media presents brands with a massive opportunity to learn about their audience through social listening. The nature of social media means sharing information publicly, which is great for marketers doing research. By monitoring conversations, sentiments, and mentions, you can get a good idea of how your audience feels about a particular topic.
As a millennial (but not one of the whiny ones that baby boomers complain about), I grew up in the age of online friendships and followers, which has exploded into a world of digital living. If I want to find a restaurant, I hop on Yelp. Recipes or clothes? Pinterest. Trying to be an adult? LinkedIn. The best thing about these options is that they have already been vetted by other people! I’m going to trust a Facebook friend who recommends a product 1000x more than a description on the product website.
Facebook pages are far more detailed than Twitter accounts. They allow a product to provide videos, photos, and longer descriptions, and testimonials as other followers can comment on the product pages for others to see. Facebook can link back to the product's Twitter page as well as send out event reminders. As of May 2015, 93% of businesses marketers use Facebook to promote their brand.[43] A study from 2011 attributed 84% of "engagement" or clicks to Likes that link back to Facebook advertising.[44] By 2014, Facebook had restricted the content published from businesses' and brands' pages. Adjustments in Facebook algorithms have reduced the audience for non-paying business pages (that have at least 500,000 "Likes") from 16% in 2012 down to 2% in February 2014.[45] [46][47]

Talkwalker Alerts is a free, easy-to-use brand monitoring system which emails updates of your latest brand/keyword mentions to your inbox, from across the internet as well as Twitter. It also brings coverage from communities like Reddit, giving users a sense of the buzz created by their audience. You simply need to enter the topic you wish to set up an alert for, click to view a preview and select the types of results you want to see. You also have the option to select how frequently you want to receive the results: As it happens, daily and weekly.
As an entrepreneur, it’s difficult to decide which content will resonate most with your audience. If you’re ever unsure about what to post on your social media channels, it’s a great idea to look to other brands in your niche. Take a look at the content which they’re posting, measure how it performs, and think about what you can do to make sure that your social media content stands out from the crowd.
YouTube is another popular avenue; advertisements are done in a way to suit the target audience. The type of language used in the commercials and the ideas used to promote the product reflect the audience's style and taste. Also, the ads on this platform are usually in sync with the content of the video requested, this is another advantage YouTube brings for advertisers. Certain ads are presented with certain videos since the content is relevant. Promotional opportunities such as sponsoring a video is also possible on YouTube, "for example, a user who searches for a YouTube video on dog training may be presented with a sponsored video from a dog toy company in results along with other videos."[67] YouTube also enable publishers to earn money through its YouTube Partner Program. Companies can pay YouTube for a special "channel" which promotes the companies products or services.
If you want to know what’s happening with your brand’s social networking sites you need social media monitoring tools. Before you reach for your wallet and start to spend money try out some of the free social media monitoring services. This way you will get an understanding of what is available and if you need any paid services to monitor social media.

Social media marketing, or SMM, is a form of internet marketing that involves creating and sharing content on social media networks in order to achieve your marketing and branding goals. Social media marketing includes activities like posting text and image updates, videos, and and other content that drives audience engagement, as well as paid social media advertising.

One of our monthly checks here at Buffer is to visit each of our social media profiles and make sure that our profile photos, cover photos, bio, and profile info are up-to-date and complete. It’s a key part to our social media audit. A completed profile shows professionalism, cohesive branding, and a signal to visitors that you’re serious about engaging.
We are humans, so mistakes are unavoidable. This is especially true when it comes to the fast-paced world of social media. Rather than flat out ignoring these hiccups, embrace them. I am not saying that when a comma is missed in a tweet you should announce this small grammar error, but DO NOT delete the tweet. It has already been published, and followers are more likely to notice if you are continuously re-posting. For larger mistakes, like a product error or multiple overcharges to customer credit cards, you’ll want to proactively respond in an apologetic, actionable manner, and send out content from your social accounts apologizing and addressing how the error is being handled so customers are aware. 

Platforms like LinkedIn create an environment for companies and clients to connect online.[71] Companies that recognize the need for information, originality/ and accessibility employ blogs to make their products popular and unique/ and ultimately reach out to consumers who are privy to social media.[72] Studies from 2009 show that consumers view coverage in the media or from bloggers as being more neutral and credible than print advertisements, which are not thought of as free or independent.[73] Blogs allow a product or company to provide longer descriptions of products or services, can include testimonials and can link to and from other social network and blog pages. Blogs can be updated frequently and are promotional techniques for keeping customers, and also for acquiring followers and subscribers who can then be directed to social network pages. Online communities can enable a business to reach the clients of other businesses using the platform. To allow firms to measure their standing in the corporate world, sites enable employees to place evaluations of their companies.[71] Some businesses opt out of integrating social media platforms into their traditional marketing regimen. There are also specific corporate standards that apply when interacting online.[71] To maintain an advantage in a business-consumer relationship, businesses have to be aware of four key assets that consumers maintain: information, involvement, community, and control.[74]
And although the study didn’t go into a great amount of detail on which types of photos did best, an underlying theme was that images of people and faces tended to garner more +1’s (admiration) while images of pets, food, and even memes enjoyed more shares.  Finally, images that featured positivity in some aspect – including quotes, inspiration or good things happening in the world also tended to be popular among the Google+ using crowd.
I know, I know there are a lot of options here! Luckily, they all have free plans so you can experiment and find the platform that works best for your social strategy. At the end of the day you can’t go wrong moving onto a social media management tool – it will likely save you time, grow your social presence, and possibly even make you some money! 
People respond to good imagery, fun videos, and some interesting podcasts once and awhile. Jazz up your content by using this type of media regularly. Your social media pages will look bland if all you post and share is text, so be sure to use other types of media to catch your audience's eye. This is also a great way to add a level of personality to your brand.
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