Nowadays and especially after the coronavirus pandemic, social networks have become an essential element of any company. Having digital presence and visibility is vital for your subsistence and development. And these new technological channels contribute to creating a community, attracting new customers, increasing trust in the brand and generating sales.
According to studies on the subject, 80% of users research the products and services they want to purchase through the web. More than 50% of them indicate that what they saw on social networks influenced their purchasing decision. Although the favorite channels to evaluate the brand are Facebook, Instagram and YouTube, today TikTok has also emerged with force and its short videos that go viral quickly.
Why it is important to have social networks for your company
You already realized that the Internet is a showcase that your company cannot ignore! And social networks are your best allies, since they allow you to segment the audience you want to reach. Just those people to whom your product or service is directed!
If you still have doubts, we will tell you some of the reasons why your company cannot do without social networks.
Reputation and corporate image
When the client investigates, they will conclude that brands with a strong digital presence are more successful, since they have greater visibility. At this point it is vital that your social networks look professional, modern and always updated. If a user follows you it is because you inspire trust, which will allow them to remember your brand, buy your products and even recommend them, creating stable links.
Keep in mind that if you have a recommendation from your follower because their experience was great, many other potential consumers will want to experience the same thing!
Direct relationship with the client
Social networks facilitate real-time, closer and more personalized communication with those who quote your services. They allow you to clear up doubts, deliver information or solve problems, which if done correctly, will lead to a solid bond and loyalty in the short term.
Greater knowledge of the commercial environment
Through social media you can obtain complete knowledge not only of your target customer, but also of the commercial environment. You will know who your main competitors are and what strategies give them good results. By benchmarking the social networks of companies similar to yours, it is possible to analyze which points of your strategy should be strengthened to improve efficiency and productivity.
What is community management?
As important as it is for your company to have a presence on social networks, it is that they are well managed. Perhaps your teenager is very digitally savvy and has gained a significant number of followers on Tik Tok. We do not doubt his talent in digital communication, but to have the results you expect, you must put your networks in the hands of specialists!
The management and administration of social networks is called community management. To achieve this, there are teams of people in charge of designing your digital strategy, segmenting the audience to target exactly your ‘buyer persona’ (your ideal client!).
It is analyzed which are the most effective channels or networks to reach a greater number of prospects. In addition, a brand identity is built, with its own temperament and voice, which will generate greater recognition and closeness in your potential clients.
The community manager is the specific professional who will be in charge of managing your networks, publishing your posts at the correct times, responding in a timely manner to your clients’ queries and establishing stable and lasting relationships with them. In addition, you must have other skills that will help everything run perfectly. For example:
Good communication and empathy to moderate
These are key factors for good social media management. Communication should have a pleasant tone, with clear and direct messages. The community manager also needs to have enough empathy to put himself in the customers’ shoes, understanding their pains and needs.
It is obvious that an impulsive and irascible profile will not always respond adequately to the different queries of your clients, some of which are not formulated in a ‘nice’ way. The community manager has tolerance, and knows how to moderate even when there are somewhat conflictive interactions between different users.
Know the brand and feel passionate about it
A professional and experienced community manager will be interested in knowing your brand perfectly: who makes it up, what its purpose is, what inspiration there was at the time of creating it, etc. He feels connected to it and is convinced that the products or services they offer are adequate and of excellence, so much so that he himself is a loyal customer. That way his management and message will be sincere.
Professional skills
A social media professional must be a skilled communicator with impeccable writing. Furthermore, they should have training in marketing, a deep understanding of the features of each social network, proficiency in metrics and reporting, expertise in content curation, and proficiency in monitoring and active listening.
Order and dedication
The community manager must be organized enough to manage several accounts simultaneously, without mixing them. It is necessary that you schedule publications for the hours of greatest flow, for which you must pay attention and punctuality.
You should also dedicate time to monitoring your channels, so that no urgent or critical query goes unresolved in a timely manner.
As you can see, social media management is not a task that you can delegate to just anyone. In addition to the natural talent to convene communities, you need to have a strategy, defined objectives and a thorough knowledge of your brand. This role is so important that the success of your business depends on it.
5 reasons why you need social media management
Having a presence on social networks is more than just advertising. It is a showcase that unlimitedly expands the scope of your product or service. For this reason, investing in social media management is not only worth it, but is vital for the projection of your business.
It is essential that the administration of social networks be carried out by a professional in the field. Only in this way will you be able to fully exploit the potential that these channels provide. Below we detail the 5 reasons why you cannot miss this service!
Implement attractive strategies
Only a good social media management service knows how to design the appropriate strategy so that your company attracts the largest audience.
A team of professionals is in charge of studying your brand until reaching a complete knowledge of it. There, they are given a voice, a temperament that fits the buyer personas that you have defined. Objectives and deadlines are defined to achieve them, thus devising the best strategy to attract new consumers.
Write texts in line with your business
As we already mentioned, a good social media strategy defines the voice and tone of your brand. A brand identity is established, based on which the message and the way of expressing it will be adapted. The idea is that your venture feels like a person, someone close, whose values connect with your buyer persona and who speaks to them directly. All this work is prepared as a team.
Manage crises in a timely manner
All companies experience critical moments at some point in their existence, where a dissatisfied customer can cause great damage to your business. A negative opinion can quickly go viral and even become a public ridicule, seriously affecting your digital reputation. A social media strategy contemplates these types of events and also an immediate response to prevent the situation from escalating.
If as an entrepreneur you yourself face harsh and even toxic and malicious criticism, you can unleash a personal war with your dissatisfied customers that will do nothing to benefit your company. Empathy, cordiality and having a defined plan are crucial in critical moments.
Analyze the metrics
Every social media strategy must be analyzed to know if it is yielding the expected results. For this, there are metrics, which provide us with relevant data regarding the level of interactions that your publications have.
But it’s not enough to just know the numbers: you also have to analyze them. If a post that was carefully prepared had low interactions, it is necessary to study what factors influenced this. Maybe the tone wasn’t right?
Maybe there was some contingency that reduced visibility? All these variables are studied when you have an experienced team in charge.
Serve your customers
Social networks are great allies to make your target audience feel that your company is close, friendly and that it speaks directly to them. But all this goes down the drain if he writes to you and you don’t respond. Especially if the query is sensitive for him! This can even generate the feeling of being slighted, of being unimportant for your company and their willingness to buy your product could even be extinguished.
Therefore, good social media management is essential. You need someone to always be attentive to the queries your clients ask for a quick response and solution. Only in this way will you be able to transmit the closeness and trust that you require to retain your audience.
As you can see, if you want your company to succeed and consolidate, you need a social media strategy! And it has to be good, personalized and in line with your company. At YOPPEN we are specialists in digital marketing and social media. We can help you with a plan made for you!
