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7 December 2015  /  
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Targeted and Platform-Specific Social Marketing

Our Social World
Every year the world’s digital citizens become more and more connected as new social media platforms rise, fall and alter the internet’s landscape. These websites and apps capture our attention and imagination. They open us up to new methods of interaction and even drive our purchasing habits.

What does it mean for your business? Chances are, quite a bit. Intelligent social marketing can help a brand go from indie to indispensable… but you must direct your business branding efforts wisely.

Social Networking

Concentrated Efforts
The first step is to understand your primary demographics. Which social platforms do they use, and more importantly, how do they use them? If your target market spends more time on Facebook than Twitter but that time is spent in Facebook Messenger and not their feed, then you may consider Twitter to be a better platform for engagement.

The next step is to formulate how to talk about your service or product on the platforms your customer base uses the most. It can be tricky because the benefits of any social platform are specific to the industry and type of business utilising them. There are golden rules, though:

  • Don’t pester your customers with posts – share, don’t spam.
  • Don’t ignore them when they communicate with you (especially if it’s a complaint or concern).
  • Don’t view platforms as mere ad-serving mechanisms.
  • Don’t just sell your services – spread your brand.

One Size No Longer Fits All
There was a time when social media was a place to throw ads and offers up, copy/pasting the same info to each platform. For many businesses, that time is over. Moving towards 2016, platform-specific strategies and content will be more crucial than ever before.

Understanding your audience, each social channel and how your business can fit into the mix is standard. Now it’s time to raise the bar and use each channel in ways specific to its capabilities. For many businesses this means using different content and campaign strategies for Facebook, LinkedIn, Instagram and any other platforms you find essential for your marketing efforts.

You wouldn’t tell your best friend, neighbour or in-laws the same stories in the same way, so you shouldn’t view social platforms as a place to dump repeated content. Treat social media as you would any social interaction – with tact and enthusiasm.

When you show your customers that you understand, respect and care about your presence in their social sphere they will be more likely to spread your brand and help you towards success.