Recently, I interviewed a college junior. I’ve been expanding a team of marketers, and they were next in line. During the interview, I could tell the student was overwhelmed but didn’t know why. However, by the end of the conversation, I had figured it out. You see, I had posted a job looking for a freelancer to help manage social networks.
While all the applicants chosen for an interview had experience in this field, this applicant seemed to have “fluffed” up their resume a bit. The longer we talked, the more I realized that the interviewee had no idea what it took to create a good social media post. All they had done in the past was some engagement. They thought it was as easy as posting to their account.
This experience made me realize how many people don’t know what it means to do freelance work in the digital marketing sector. Specifically, many students and recent graduates don’t understand that a business’s social media presence is a bit harder to form when compared to your page.
What is Social Media Marketing?
When you go online to Microsoft’s Facebook page, you’ll see recent posts that they’ve made. These aren’t just posts made by the CEO when he’s bored. These are part of a social media marketing strategy. In short, Microsoft is using social networks to build long term company growth.
Each post is designed with goals and a destination in mind. Sometimes they are looking for reach, while other times they are looking for sales or engagement. However, it’s important to remember that each social platform is unique and has its own social media marketing techniques.
How do Social Media Platforms Differ?
Each social media platform has a unique feel and purpose. Looking at the top three (Facebook, Instagram, & Twitter) and this is obvious to say the least. Facebook is a place where friends connect and share things they find interesting. This can be used to your advantage if by getting people to share your content.
On the other hand, Instagram is a place for people to share photos. Unlike Facebook, you might be connected to people who aren’t your friends on a higher basis, and you don’t see “shared content” in your feed. Also unlike Facebook, businesses can use hashtags here to grow reach.
The last of the three most talked about is Twitter. Twitter is a social media account that is almost in a completely different ballpark. It’s all about engagement, and there is no reason to only connect with those you know. It’s great for building a community of people who you can talk with whether you are a brand or a person.
Similar to this, each social media account should be looked at with a unique lens. Depending on your business and interest, you also have options like LinkedIn, Pinterest, Google My Business, YouTube, Snapchat, and TikTok.
How Does a Company Know What To Do?
Which social media channels a company uses depends on the company in question. For example, if you are a clothing company, you might find Instagram and Facebook to be the most important. However, if you are a consultant, you might find Linkedin and Facebook to be the most important.
To determine which would be best, you need to understand your target market. What are their personalities and where are they most likely to be. Research is a great way to determine this, however, a consulting company can also help you if you are uncertain.
With your social channels and target marketing defined, it’s time to determine what your goal for your social media campaign is. Will you be looking to grow your community, make sales, or build your brand? It could be just one or a mix. Use this goal to create posts and determine your plan.
Options for Execution
When a company is looking into social media marketing, they have a few options. The cheapest option is to do everything themselves and look into only organic reach marketing. That means not spending anything on social media ads.
If they have the money, they can look into nonorganic reach, or paying for ads across their social channels. However, I believe that the first bit of money you spend on marketing should either be on the lesson so that you can work better or on a marketer. This will allow you to save your own time and achieve better results than if you were doing it yourself.
If you are looking for help in social media marketing, I’d love to sit down a help you sort through your needs. Each new client is welcome to a free consultation where we can go over your needs and what will best help you succeed.