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When it comes to promoting your business online and communicating more effectively with customers or users, social media has become the focal point for many companies digital marketing strategy.  Utilising social media to achieve a positive outcome can often be a tricky compromise between self promotion and building relationships with new or exisiting clients and customers.  If your approach is too sales driven this can often result in users simply disengaging with your company and generating bad publicity.

The key to utilising social media in a productive manner is in putting yourself in the shoes of the people you are reaching out to. Social media is about conversing with people often over multiple platforms - blogs, social networks, online video, micro-blogging, etc. - providing an insight to your company, being informative about your industry and most importantly, listening and responding to user comments and feedback.  Social media is about humanising your company, building trust with both existing and potential customers. 


Whilst the technology involved is almost always free or at low cost monthly subscription fees, this does not mean it can be treated lightly.  Social Media marketing requires significant investment in both time and thought.  Managing your social media strategy can often be counter-productive where not done correctly. At one end of the scale it is not good enough to simply be on Twitter or on Facebook.  A neglected Facebook page can leave a bad first impression and failure to engage with users who ask questions and leave comments can be damaging to cusomer relations. Equally, a lack of a defined social media strategy can result in companies pouring a lot in and getting very little out. 


Planning is key. As with any marketing strategy you must have defined objectives, achievable benchmarks and a consistent message. Unlike traditional marketing, the conversation is two way and quite often you will need to spend much of your time listening and responding. This is what makes social media so powerful because it's marketing and customer service rolled up in one. The combination enables you to not just sell your product or service but to build advocates for your company. 


In an increasingly digitised world, social media is where much if not most of the business of the future will be done. If this is not the case already.


If you have any questions regarding social media or would like to discuss how it could be used to help your business flourish please contact us.