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The new epoch of social media has made marketers conscious of a significant reality, that is, it is the customer’s perception and responses that create your brand and not what you deliver about your brand. Successful social brands have realized that the need of the hour, is to influence this conversation, with the development of an effective strategy, indicating how their efforts will lead to the accomplishment of their organisational goals. As astonishing as it may appear, only 43% have claimed to possess a strategy, with a clear understanding of how to achieve its specific business goals, while 70% believe their social media efforts meet business goals.
The major hindrance, to the road of social marketing success, is treating social media integration as a separate entity, rather than alongside advertising, events, web, email, in-store promotion etc. To enable integration, marketers have increased their budgets from 7.6% to 18.8% over the next five years. However, less than 7% CMOS feel, their companies have done a good job integrating social media along with rest of its marketing operations.
In order to organize social media integration into your inclusive marketing strategies, you will require to structure your company’s operations and resources differently, to ensure that it fits perfectly within your company’s policies and procedures. Linking your social media strategy in direct alignment with your key marketing and business objectives, by creating awareness and generating leads, in order to maintain a continuous conversation with customers, will amplify the reach and impact of the various other marketing efforts.
There are enormous ways to organize social media for business. However, based on Wildfire’s experience of interviewing clients, the “hub and spoke” emerges to be the best for company synchronization and accountability. In this model, the “hub” includes social marketing strategists who support an array of “spokes”. Spokes are teams that represent different product lines and regions that are active in social media. Companies must utilize a hub and spoke organizational model, to effectively manage social pages across various regions and product lines. 63% of advanced companies employ a hub and spoke method.
As social media begins to gain a wider base and grows, you must remember that employees who are closest to the brands are active on social media and even though they are brilliant advocates for your brands, there is also a possibility of tarnishing your brand’s reputation through their inappropriate behavior. Hence, to curb this risk, you need to establish a company-wide policy, which defines employee conduct and decorum while propagating your brand message.
Now coming to the core of social media strategy: Social Engagement establishes vitally redefined relationships between brands and consumers, where brands communicate directly with consumers across social channels. Research shows that the more customers are engaged to a brand, the more likely they are to buy it and gradually are more likely to become brand ambassadors for the product itself. A consulting firm, Bain & Company, found that “Customers who engage with companies over social media are more loyal and they spend up to 40 percent more with those companies than other customers.”
In order to discover the deeper insights of social engagement and developing multi-network social media download the The Road to ROI (By Wildfire) and take your first step towards a successful social media strategy accomplishment.