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23 Benefits of Social Media for Business

Most social media users log into their accounts at least once per day, according to Pew Research Center , and many people are checking social multiple times per day. Social media gives you to the opportunity to connect with fans and followers every time they log in. Social media posts and ads are key ways to drive traffic to your website.

Sharing great content from your blog or website to your social channels is a great way to get readers as soon as you publish a new post. Participating in social chats—like the weekly HootChat on Twitter—can also be a great way to increase your visibility, get attention from new people, showcase your expertise, and drive traffic to your website.

Offer great value in the chat, rather than being too promotional. Just make sure your website address is included in all of your social media profiles so that people who want to learn more about you can do so with one easy click. Social media offers an easy and low-commitment way for potential customers to express interest in your business and your products.

Lead generation is such an important benefit of social media for business that many social networks offer advertising formats specifically designed to collect leads. For example, Renault Europe used Facebook lead ads that allowed people interested in learning more about a new model to book a test drive directly from Facebook, with just a couple of taps. The ads had a 7. No matter what you sell, social media can help you sell it.

Your social accounts are a critical part of your sales funnel —the process through which a new contact becomes a customer.

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10 Free Online Courses For Learning Social Media Marketing

As the number of people using social media continues to grow and social sales tools evolve, social networks will become increasingly important for product search and ecommerce. The time is right to align your social marketing and sales goals. For individual sales professionals, social selling is already a critical tool. Word of mouth drives 20 to 50 percent of purchasing decisions. When you get people talking about your product or company on social media, you build brand awareness and credibility, and set yourself up for more sales.

One key way to drive social word of mouth is to partner with influencers —people who have a large following on social media and can draw the attention of that following to your brand. Research from Nielsen, Carat, and YouTube shows that collaborating with an influencer can give your brand four times more lift in brand familiarity than collaborating with a celebrity. Promoting your content on social channels is a great way to get your smart, well-researched content in front of new people, proving your expertise and growing your audience.

For example, Adobe used LinkedIn Sponsored Content to showcase its research, including infographics and videos. To maximize the social media for business benefits, make sure to have a content marketing plan in place. As people start liking, commenting on, and sharing your social posts, your content is exposed to new audiences—their friends and followers. Going viral takes this concept one step further. As people share your content with their networks, and their networks follow suit, your content spreads across the internet, getting thousands or even millions of shares.

This exposure is especially beneficial because all those shares, likes, and comments show an existing connection with your brand. Going viral is no easy task, of course, but without social media it would be next to impossible.


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Just how much content can you get through a UGC campaign? Check out the wanderlustcontest hashtag from National Geographic, which has generated more than 60, posts. If you and your team are on the ball, you can pick up on important social posts about your brand to highlight the positive and address the negative before it turns into a major issue.

Be sure to share your side of the story in a polite, professional way. Someone singing your praises? Send them plenty of thanks and draw attention to their kind words. When a Philadelphia Starbucks store had two black men arrested, the hashtag BoycottStarbucks went viral, and fast. The hashtag was used more than , times in just three days. That is officially a crisis. We apologize to the two individuals and our customers for what took place at our Philadelphia store on Thursday. After this first apology, the company followed up with several more statements on social media, and announced that it would close all of its stores for a day of racial-bias training.

2. Set a Goal

It remains to be seen what the long-term effects of this incident will be for the Starbucks brand, but the consequences would almost certainly been worse if the company had not responded quickly and appropriately on social media. Does your company have a plan in place for dealing with a crisis?

While smaller brands may not have a crisis blow up to such a large scale, a smaller number of shares can have a devastating impact within a tight-knit community or niche.


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Silence is not an option when it comes to responding to crises on social media. Social networks give you the opportunity to interact directly with customers and fans, and likewise give them the chance to interact directly with your brand. Unlike traditional media, which offers only one-way communication, social media is a two-way street. If you want customers and followers to be engaged, you have to be engaged yourself.

You can also use social media monitoring to keep an eye on what people are saying across the social web. People expect brands to be available on social media and seek out their social accounts for customer service. The HBR research, which specifically looks at Tweets, shows that customers who receive a response to their Tweet would be willing to spend more with the brand on a later purchase, especially if they get a response within five minutes.

That holds true even when the initial Tweet was a flat-out complaint. We mentioned social media monitoring above as an important element of audience engagement. Social media generates a huge amount of data about your customers in real time. You can use that information to make smarter business decisions. All of the major social networks offer analytics that provide demographic information about the people interacting with your account.

This can help you tailor your strategy to better speak to your real audience. Lots of mentions is a good thing, right?

Sure, in many cases. The content calendar is a big part of your strategy because it should lay out:. Knowing your audience is critical when it comes to finding success with social media engagement because the interests and needs of your audience will determine the type of content you should be sharing and the way you engage your followers. For instance, if you were a coffee roastery, your target audience might be interested in recipes for fancy coffee drinks, brewing tips and techniques, and other Java-related articles.

Some of the important things you should know about your audience include age, location, gender, goals, likes, needs, behaviors, challenges, and pain points. Staying active and present on social media takes time and dedication, but there are plenty of automation tools available you can use to automatically publish posts and schedule posts up to a month in advance. Even though the practice of social selling is becoming increasingly popular among salespeople and marketers, the actual process of using social networks to drive growth is much different from what most people are used to.

Social media isn't a one and done deal, and it takes time and patience to cultivate a reliable presence. With the right automation tools, you can minimize the time you'll have to dedicate to social media, but even still it will require at least 15 minutes a day to monitor your channels and respond to questions and conversations. In terms of posting frequency, the right number really depends on the platform you're using. Twitter, on the other hand, changes so quickly that the more you post, the better.

With Pinterest, 11 pins a day seems to be the magic number. This can become problematic if you have multiple people assigned to the task of social, because everybody will bring their own personality to their posts. Social media use is growing all the time, and every month there are more active users than the one before, especially on the top sites like Facebook, Twitter, LinkedIn, and Snapchat. For instance, if you wanted to increase traffic to your site, then you'd want to pay attention to the amount of referral traffic coming from your social networks.


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