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  • Hilary Young

Beyond the Post: Know Your Social Media Options

Are you taking advantage of social media for your small business?

Once you have built a robust social media presence for your business, you might see your engagement begin to plateau. And while social media can be an effective add-on when it comes to organic search, a broader goal of social media is to reach the widest audience possible and start a conversation with them.

In fact, according to Ambassador, "71 percent of consumers who have had a good social media service experience with a brand are likely to recommend it to others." This not only makes social a great platform for finding new customers, but also a wonderful customer service tool. In order to yield the best results, however, you have to focus on aspects of social media beyond the post itself. Here's what you should consider:

Timeliness Matters

Unlike personal Facebook pages, Facebook pages for business have a "Response Rate" feature which is added as a badge of honor for speedy replies to customer interactions. In order to receive the badge on your company's page, you need to maintain a 90% response rate, each within roughy 15 minutes of receiving the message. It's also worth noting that Lithium reports that "78% of people who complain to a brand via Twitter expect a response within an hour," proving that response time matters beyond Facebook.

Given that Ambassador found that 33 percent of customers "would rather contact a company through social media than by telephone," it is essential to put a plan in place to manage customer social engagement in a timely manner.

Facebook Ads Can Be More Effective Than Google's PPC

For years, businesses have poured money into Google's Pay-Per-Click ads in order to better compete in search. Facebook is giving PPC a serious run for its money. The Drum Magazine, which tracks digital advertising and marketing trends, found that "in 2015 Facebook influenced 52 percent of consumers’ online and offline purchases, up from 36 percent in 2014." That's pretty powerful.

And while it's true that Google PPC will place your ad in front of a massive audience, the benefit of Facebook ads is that you can target very specific demographics to make sure that your ad is getting in front of the right audience. The right messaging for the right audience can have a major impact on your business' bottom line.

Generate Leads With Twitter

Twitter has perhaps been one of the more controversial social media platforms for businesses because it took them a while to make promoted posts possible, along with the analytics to make it worthwhile. But Twitter has been able to improve their advertising platform over the last few years. You now not only have the ability to boost your content through Promoted Tweets, but also can specify what action you'd like users to take on Twitter ads. Whether your goal is to increase engagement and increase your followers, drive traffic to your website, or get people to sign up for a newsletter with one click, Twitter now has the ability to do so.

A WordStream article on the benefits of Twitter advertising promotes the fact that unlike Facebook, Twitter allows you to "target every Twitter user who follows specific accounts with your Twitter ads" and, by using a third party platform like Bridsong, you can also "download a list of every follower for any Twitter account and create your own tailored audience to target with your Twitter ads."

Boost Your Social Media Presence

If you don't have the bandwidth to hire someone full-time to manage social media for your business, consider outsourcing it to HYC. With plenty of social media management experience, we can help you yield greater results at prices you can afford.

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