Most businesses have acknowledged and adopted the need to have a social media presence. Of course, this has helped many businesses in achieving their goals. Whether you are managing a small or large business, it is important to know the difference of social media management and community management. Mixing up the two may result to a disaster of losing followers or even needing to deal with business crisis. While social media marketing and community management are closely intertwined, they’re actually separate functions.
This is not recognized by some businesses that just use their social media pages for the sake of just having a ‘presence’ online. They prefer not to actively engage in an ongoing marketing or simply some of them just don’t know where to start. If you think you need to use social media but don’t know where to start, it’s best to try signing up for a social media management package with a trusted company first. In this way, you will see how social media marketing differs from community marketing
Social media management and community management both deals with customers and the goal of getting organic traffic and sales from them. Both concepts are used to build relationships. They need to go hand in hand in order to be effective in your business strategy.
Two Separate Functions
“Social Media Managers bring the guests (clients, prospects) to the table, and Community Managers welcome them in!” - Vanessa DiMauro from Leader Networks
That’s a very simple statement of the difference of the two. We can then infer that the community manager is there to be a real advocate that knows everything about the community; what makes them happy, sad, angry, hot topics, really everything about them. In comparison, a social media manager is there to advocate for the company, to extend their reach to customers and get their name out there in the form of advertising. Understanding these unique functions and using each to its greatest advantage is critical for achieving your goals. Otherwise, you’ll be proceeding with a very general strategy, hoping for some general results.
A Deeper Look
Social media marketing, also known as social media management focuses on channel growth with an ultimate goal to drive more people to make a purchase with your company, usually doing so by increasing the visibility or reputation of your brand. It falls on the side of strategy, content creation, and branding. It’s concerned with advertising, promotion, and tracking attribution.
Remember that social media management is based around the structure of the medium used (Facebook, Twitter, Pinterest, etc.). The goal is to have potential customers find the brand’s page and subscribe to it. Potential customers receive updates from that subscription, which either increase the brand’s reputation with the potential customer, or lead the customer to make a purchasing decision.
Community management, on the other hand, focuses on engagement. It is not all about marketing but instead it is the process of creating or altering an existing community in an effort to make the community stronger. It falls on the side of online customer service, concerning itself with creating, developing, and maintaining customer relationships. It is focused on the flow of information and knowledge, strengthening relationships and promoting productive collaboration. It is more likely to be connected to Editorial, Product development, and Business development.
The difference between social media management and community management can be simplified to strategy versus relationships. While social media marketing is customer-centric, community management on the other hand is somewhat strategic. There is a balance needed in managing the two. You don’t want to be perceived as one who just focuses on marketing neither you want to stop your business growth. Thus if you want it to continuously grow, manage these two concepts well or get someone who can manage both your social media marketing and community management with the purpose of achieving your goals.
Although the two concepts are not supposed to be taken separately, here are the advantages of effectively managing each.
Social media marketing requires lesser time. With all the tools available for social media marketing, this requires less time to manage. Marketing messages can be posted and broadcast immediately. Secondly, it offers easier measurement of result. Still, with the aid of different tools readily available online, it’s easy to measure the results of a direct marketing effort; simply track your inbound traffic and quantify it. Social media management also gives followers easier direction to follow. With the nature of social media management being direct, your followers have immediate direction and purpose; to click on your links and take action.
Community Management offers customer retention. Managing a community is highly valuable for retaining an existing audience, who has already purchased your products or is liable for repeated brand interactions. It also gives you more customer attraction. Only through community management can you start cultivating new audience members. It gives them a sense of wanting to belong because of how you give them value. Not to mention increased brand reputation. Community management focuses on building the reputation of your brand, rather than simply increasing sales, giving you a better long-term position.
Incorporating the Concepts to Your Business
Now that you know the difference between the two and the advantages each has to offer, you can now start incorporating them on your business strategy. Always keep in mind your goals. If you are interested in seeing immediately higher conversions, prioritize social media management. If you are more invested in the long-term success of your brand, prioritize community management. What’s important is you don’t disregard any of the two. If you want to hire a company that expertly manage social media accounts, this should be made clear to them to achieve a more result-oriented business strategy.
Looking for a social media marketing services company to effectively manage your account while you do other important errands? Make sure you choose a team who can incorporate all of these concepts while providing you a tailored fit business strategy towards achieving your goals.
With all the opportunities and the amazing population on social media, who will deny its power to build a business? There is no way any business should be ignoring this platform to let the world know about their brand. Social media has become a necessity for every business because with the right strategy, it has the power to positively impact the bottom line. The different platforms have created a place for businesses to communicate with the customer on an even more personal and consistent level. If you happen to use the traditional way of marketing your business before, for sure you will know how amazing this breakthrough is. Imagine how affordable it is compared to marketing on TV, radio, and print? Imagine how wider the reach of it compared to fliers. Imagine how easier the work compared to billboards? You can just say wow comparing the way social media could help you build your brand image and the way traditional marketing did before.
What you have to understand now is that social media is here to stay and help people. If you think you don’t have the right knowledge and skills yet, you need to ask for help from the social media experts. Here are things you need to know to understand that today, without social media, a business would barely survive.
Opportunity of Increasing Brand Awareness
In just one place, social media fulfills businesses’ marketing needs. It gives that opportunity to meet the need to communicate, interact and share. Interacting on social media platforms can significantly increase your brand visibility. Social media will bring you fans, friends and followers who are interested in your business and offerings. With proper engagement and interaction, these can be turned into traffic, customers, increased sales and of course, a loyal community.
Getting Brand Influencers
Surely you wouldn’t want your online visibility be limited on your website and social media pages. If you are great in establishing a community on social media, you can also possibly earn influencers who can make blogs, vlogs and articles about their experiences on your brand. All totally for free! If you understand what this means, you can get their followers try your product or service and eventually be new customers that would also spread the word about your brand.
No Space for Distant Reach
If you want your customers to be engaged, you have to reach to them. More than just reaching, make sure that you should make them feel that you are always reachable. Keep in mind that customers want it to be personal and they want that it is all about them and meeting their needs. Engagement is the key to trust, and conversation and social media gives your business a voice. People want to talk and interact with real people. They want someone answering their questions and solving their problems and concerns. Who wouldn’t want it that way?
Connection between SEO and Social Media
Being on top of search engine results is the dream of every business. Business owners would do it all to reach the top of results when one types keywords about their business. Now, social sharing impacts SEO rankings. This is the reason more business owners entrust their social media accounts on managers who can do the entire job to maximize the SEO benefits of their social media sites. If you’re absent from social media, search engines such as Google won’t consider your website as important which makes your website harder to find. A wise business strategy will maximize available social media tools and sharing for social media sites.
We all know that ignoring feedback is actually digging the whole for a business’ death. No business can survive without customer and client feedback. Social media is a two-way conversation. It’s a place that allows you to get feedback and respond to them. This may be positive or negative. You may participate on discussions, respond and resolve complaints and of course thank appreciations. In times of crisis, manage it well. Social media gives you a great view and record of how your brand is perceived so value it. Make sure you take right actions about all these feedback and use them to improve your brand.
It Is Here To Stay Even If You Don’t Jump In
If you are still hesitant to use social media, you have to remember that regardless of you on it or not, your customers can still talk about your business. Not being available online means you not being able to defend your brand in case of complaints. Checking discussions and hashtags about your brand will give you an idea of how people talk about you even if you are not responding. Furthermore, what you wouldn’t want happen is that your customers may be talking about your competitors and now engaging with them and you are right there unaware about all their interactions. The fact is that they are talking and you’re not there to interact definitely mean you are already losing.
If you have now realizing the value of being active in social media but don’t know where to start, check out this package of complete social media management.
Social media is not just a passing trend, it can be a bonus for any company if the right strategy is implemented. If you have been using traditional marketing or no marketing at all, social media is a great way to start getting your brand and message across. One way of achieving this is bringing on board a good social media service with the ability to help you present your business to your community. If you want to achieve this without spending a lot of time and effort managing your social media accounts, make sure you look for the top social media marketing companies that can deliver the results that you are targeting. Do not waste any time and avail of the 30 day package for a proven effective and business tailored social media management.
Internet marketing is something that businesses can’t resist and it has been an essential part of everyday life of consumers. What internet marketing entails is actually maintaining a solid social media presence. One could hardly imagine having internet marketing plan without social media. So if you go ask a bunch of people on what are their thoughts of internet marketing, they will tell you about Facebook, Twitter, Instagram, LinkedIn, YouTube and so on. While they might be aware of other internet marketing methods, social media just play a major role in it. It’s time to get to know the role of social media in maintaining an effective internet marketing strategy.
Building and Maintaining Trust
Trust plays a major role in establishing a business’ name. We all got to gain customers’ trust in order for them to make a purchase. Social media presents a unique opportunity for both large and small businesses to build and maintain trust. It gives a unique opportunity to interact and respond to customers in real time. Businesses can even select a target demographic they want to engage with. All these will contribute in building the trust needed to turn followers to customers and loyal community. Thus, trust is the bridge between company and social media with the community.
Internet Search Engines
All businesses would give it all to get their websites and brands on top of the list when people search for keywords related to their business line and brand. Who wouldn’t want that if they know that it’s very unlikely that people are checking the second and succeeding results page? Let us take Google as an example. It is taking content generated from social media very seriously. Its algorithm incorporates content from social media into its search results. Yes, they have developed a way where social media contents can be utilized to maximize search engine ranking. This means a business’ social media presence or the lack of it may directly affect how relevant they are online. Therefore, businesses need to actively support their social media accounts on a consistent basis. The more content a company generates through social media, the more authority its brand can receive in its market.
Website and Social Media
When considering what content to post on your social media, you can publish blogs, videos and articles on your website and post the link with effective visual and caption on your social media account. You can also boost the post and get more views. This is an effective way to give information to your customers while driving traffic on your website. Remember social media supports instant messaging thus your customers can talk about your blogs, articles and videos and this can drive traffic on your website real time!
Social Media is a Must
In the early years of traditional marketing and early years of social media, it may be true that having a social media is just optional. But now, those days are long gone. Businesses have already realized that social media are actually driving potential customers to become paying customers. It is now inevitable and today, it is clear that a strong web presence on social media can drive more traffic to websites than traditional search engines. So if you are ones of those who are still thinking that it’s just an option, think again. Do research and see results and stats that will prove you wrong.
Spending on a social media campaign is a great investment to have visibility on the whole of internet and of course, this will carry on offline market. It is truly mind-blowing how much of a reach social media has when incorporated with some techniques. Imagine how much you can save when you spend on social media ads and campaigns compared to millions of investment when you do it the traditional methods. Moreover, investing on social media campaigns will give more worth to your money because it can give you the opportunity to reach to a wide variety of audience and at the same time select those that would probably turn to buying customers. This is an opportunity that was not offered before the traditional media.
Nowadays, internet marketing campaigns are now inextricably linked to social media. This linkage is here to stay and is so tight that working on social media presence is much needed. Proficiency in social media is not another check mark on a digital marketing to-do list. Rather, it is a wonderful opportunity for small and medium-sized companies to take control of their brand, interact with consumers, entice prospective customers, fix mistakes, learn, grow, improve, and strengthen their position on the internet.
Another thing linking internet marketing and social media marketing are hashtags. Hashtags are utilized on most social media platforms. This allows easier search of the product or service a business is offering. This is also a way for businesses to be a part of the trend and drive traffic. Yes! Hashtags are used to drive traffic on sites because they affect the visibility of your sites. So next time you post a content on social media, you can get website visits though hashtags.
Now that you know the tight relationship of social media and internet, you need to make sure you will manage your accounts very well. Get more organic traffic on your website through high rankings on search engines. Conquer the world of Internet through the power of social media. Get more people engaged on your social media pages and build the trust needed to be a successful business in this world of competition.
Even if you have already understood the connection of social media and internet marketing, it is still important to keep in mind that Internet or Online Marketing still needs to be maintained through offline marketing and community management. Any effort done online will be useless when not supported by quality products and outstanding services. Remember the customers are enticed through social media and online marketing but it’s definitely the business product and service itself that will make them stay. Prioritize social media management for your internet marketing plan or at least get professionals who has the required experience on social media marketing for companies.
We all know that a social media crisis has a potentially great impact on the business overall. Thus it is important to pay attention to it and resolve it as fast as possible. Before getting any further about social media crisis management, you have to understand that the best way to handle it is to try to prevent or at least minimize it. Furthermore, you got to be prepared before it happens. Set a plan in case worse comes to worse.
If you don’t have time to study, research and prepare for crisis, at least get someone who can to set up a crisis prevention plan for your business. Waiting for a social media crisis to explode is never an option. If you ignore it, it will likely get worse. Social media can be an asset in a crisis when used correctly, not an extra problem. Here’s what you need to do to come out on the other side of a crisis with your company’s reputation intact.
Plan Before Anything
While it’s best to plan for crisis prevention, if the crisis already exists, you must have a plan in place. Time is crucial in times of crisis but you have to take time to plan before taking any action. Meet up and discuss the ins and outs of the company and understand which strategies to use on that specific crisis.
Acknowledge The Issue
If the issue is true, you should always acknowledge it specially if the fault is in the company. Let the people know that you realize something has happened. Say sorry and mean it. People appreciate honesty and humility so you will be forgiven. As long as you take full responsibility, you will get to have the chance to redeem your glory. Time is crucial and your speed of responding is very important.
When issuing a statement, show compassion and your full commitment to the issue. Don’t be defensive, don’t justify your actions and most importantly, don’t hide from criticism. Assure customers that they’re your first priority.
Choose The Right Space
Make sure that you put together a well thought-out public statement, and share it first on the original space where the problem started. Wherever the crisis first broke, that should be the first place where you should publish your public statement. If the crisis initiated on Facebook, respond first on Facebook. Then circle around and respond in other venues that have picked up on the crisis.
Publish the Crisis’ FAQs
Create a Web page where you can put all the information about the crisis in one place. You may include acknowledgement of the crisis, details about the occurrence, photos or videos, if available, how the company found out who was alerted, when, and how, specific actions taken in response, real or potential effects, steps taken to prevent future occurrence, and the contact information for real people at the company.
Having this page will allow you to respond to questions with a link instead of typing or pasting answers every time. This saves times and prevents misinterpretation of your responses.
Preparing this landing page could take time and is very crucial so you can hire a team who knows how to manage social media crisis and have experienced making Crisis FAQs page for other businesses before.
Monitor the Crisis
After you have released a statement and also answered the questions using your FAQs page, don’t think that the job’s done. You have to monitor how it develops. Use a social media monitoring tool and check your notifications. Don’t miss on searching on the relevant hashtag. Also, keep track of all social media messages that still need a reply. Make sure that you still continuously post relevant updates via your social channels and respond directly to customers. Make sure you provide a well-crafted, rapid public response. You want to update anyone and everyone, so no one is left in the dark.
Know When to Take It Offline
Damage control is the essence of social media crisis management. Sometimes the best course of action is to offer your phone number or email address, and encourage someone to contact you that way. Remember that you can never please everyone with your responses so give a place to contact you besides your social networks.
Pause Scheduled Posts
You don’t want to give the impression that you are ignoring the crisis. Make sure all your scheduled posts are paused. People pay so much attention on sites that are involves on issues so you have to be extra careful. Do not underestimate the number of eyes on your pages. Wait until things get figured out before re-establishing regular communications. This is most important if you have a team handling you social media accounts. Make sure that you let the team know that all posts will be placed on hold.
Learn Your Lessons
After the crisis subsides, reconstruct and deconstruct the crisis. Make a documentation of what happened. You can make copies of all tweets, status updates, blog comments, and all emails. Analyze website traffic patterns and search volume patterns. Get to know where did the crisis break, and when? Where did it spread, and how? How did your internal notification work? How did your response protocol work? Did specific customers rise to your defense? Were your employees informed? How did the online crisis intersect with offline coverage? Make sure you keep a record of all these and do everything to try to prevent it from happening again.
Social media crises can easily spread, damaging your brand’s reputation within minutes or even seconds. Handling a crisis can be overwhelming, but remember that how you respond and overcome the crisis is what matters. Use social media as a tool communicate and get some good out of a bad situation. If you want to regain the trust of your customers, you’ll need to step up your game. Never be unprepared for possible crises. So if you’d like to put a customized crisis plan together for your company, Coxier Social Media Management is 100% ready to help.
Since you have decided to use social media to promote your business, how many times have you looked at your competitors’ pages and bigger brand names’ posts and asked: “What am I doing wrong?” Yes, surely you have tried comparing your page with others and tried to find out why everything’s working out very well for others and not with you. You can easily get this found out and resolved with a help from social media marketing experts.
Well, to do it on your own, let us try to take a look at the challenges of social media that you need to hurdle for a successful online business marketing.
Choosing the Right Social Media Platform
With people’s dependence on social media nowadays, having a social media page for your business is no longer optional if you want to get your brand across your audiences. Deciding which platform to build a presence on, however, can be a bit of a challenge. Luckily, if you know your audience, that solves this challenge almost totally. Knowledge on their demographics means knowledge on what social media platform they are active. A great number of followers won’t mean anything if you’re not reaching the right people. You have to target the audience that would most possibly be actual customers.
Developing a Social Media Strategy
It’s great if you already have established your goals in managing a social media account your business. However, that’s not supposed to be the end. You have to have a clear and specific plan to achieve your goals. You must have a social media strategy. Creating a social media strategy can be daunting so if you are not prepared, this needs an expert who would develop the ultimate strategy for your business. A social media strategy is a summary of everything you plan to do and hope to achieve for your business through the use of social networks.
Start by creating a list of social media objectives and goals. The more specific you are, the more effective you’ll be at implementing them. These objectives should align with your broader marketing strategy and business goals. Keep it as concise as possible and make sure they’re attainable. The purpose of a social media strategy is to guide your actions, but it’ll also be a measure by which you determine whether you’re succeeding or failing.
Start developing your social media strategy by answering the question of ‘why’ your business is on social and what you would like to accomplish. You also need to establish a process. Know the specific social channels, paid advertising budget, video or image creation, partnering with influencers. Get to know the key metrics and goals that you would like to accomplish broken down into days, weeks, months, and the year.
Coming Up With a Consistent and Higher Level of Content
Staying consistently creative and original is one of the toughest social media marketing challenges to overcome. One key of staying on the right path is to make your audience feel that it’s a real person whom that are engaging with. People love knowing that there is a “real person” behind the social media profile and by giving them a look into your company or brand you will evoke real human interaction. Another way to generate some excellent buzz is by creating original graphics and posting them to our social channels. Visual content has taken over almost every major social network, including Facebook, Instagram, Twitter and Pinterest. Not only can adding an image to your social media posts increase engagement, but it can also help you tell a great story.
Encouraging Shares of Contents
If you want to increase your reach through social shares, start by optimizing your content. We don’t just ask people to share what we post. Make sure that they do it voluntarily because your content is worth sharing. Keep up with trends and monitor which posts your target demographic is engaging with. Go for those that are valuable and interesting for them. People would share to bring valuable and entertaining content to others. This can be possible by telling great stories, making your audience look smart, and using emotional appeal. If you’re consistently posting interesting, entertaining and relevant content, you’ll have no problem driving engagement and boosting your reach.
Answering All of Your Customer’s Questions
Business owners often forget that social media is meant to be a two-way communication channel. Too often it’s just used as a promotional mechanism. Missed messages specially complaints could simply result to followers un-following your page. Using a social media management tool can help you make sure that messages never go unnoticed. Respond to all queries, appreciation posts and complaints like how you would offline.
Improving a Drop in Organic Reach
Do not lose hope if you see a drop of reach on your social media contents. It’s not as easy for contents to stand out now because of all the published contents from other sites and your competitors. Do not get discouraged but instead you have to be looking at the decline of organic reach as an opportunity in disguise. The key to driving reach is finding the right content mix for your audience. Use a social media management tool to monitor the engagement with your posts. Know which posts are performing well and which ones aren’t. Posts with high engagement but low reach is a good barometer for potential success. Always track your performance and be flexible enough to make adjustments where needed.
Measuring Social Media ROI
Measuring your return of investment is something that you don’t want to disregard or else all your social media efforts will be useless. Social media ROI is what your business gets back from the time, money and resources you’re putting toward social media marketing. Social media ROI is based on your specific business goals. Before you can start measuring your ROI, you need to have clearly defined goals in place. This is why your social media strategy is so important. Make sure you have one in place with quantifiable goals. With strategic goals in place and the right tools, understanding what you’re getting back from social media isn’t too difficult.
Knowing these challenges and the ways to overcome them is essential for business success. Start looking back on the way you manage these challenges. Know your channels, your audience, and your market inside and out and make strategic experiment decisions based on learning. If you still can’t see the results on your work, maybe it’s time to get help from social media campaign company. We will take care of your social media accounts while you relax your back in bed or enjoy quality time with your family. Shoot us an email today!
It’s great that you’ve decided to use social media to market your business. Now the real question is, are you using it effectively to make it work in gaining customers and increasing sales? Are you talking to the right audiences on the right sites? Make sure that you understand the ins and outs of using social media or at least have someone, who absolutely understands the process, manage your account.
So what would you do for social media marketing to work for your business? Start taking notes.
Know and Understand Your Customers
When managing your account, focus on finding and creating good opportunities to connect with your target customers. You have to know them in terms of what they need and what they want. In that way, you understand how you can offer your business to them. There are times you have to choose a specific platform that best delivers the needs and wants of your audience. By understanding your audience and focusing your efforts on the most relevant sites, you’ll be able to maximize your efficiency, and your results.
Engage Your Customers and Treat Them As Friends
When it comes to social media, you want to engage your audience. If you don’t engage with them, people will feel that your site is fully automated and they would feel like they are not talking to business owners but to machine and computers. Your customers will feel more valued when a business responds directly to them, and social media makes doing so easier than ever. You just need to dedicate the time and resources to do it. If you can’t give the time this strategy requires, invest on getting someone to do the job as long as it’s done.
Be Available and Active
You need to make sure that your business is posting quality contents frequently and consistently. You should know by now how fast it is to lose followers because of lousy contents and inconsistent postings. Connect with your customers on a personal level. If a customer called you on the phone, emailed you, or walked up to your sales counter to ask a question, or make a comment, you wouldn’t ignore them, would you? The same thing is true in social media platform. When a customer or prospect takes the time to get in touch with you online, they should be treated no differently. Take the time to listen, engage and respond. – You must have a centralized plan for actively engaging with your community.
Offer customer service
Regardless of having or not having an experience on offering social media customer service, it is something that you need to get used of and learn. People who are trying to get in touch with you about your business will have a great chance of bringing it on your social media pages. Take this as a major opportunity for your business to give your business a competitive advantage. This can win points from your customers for being more accommodating and available. Social customer service can therefore help your marketing efforts by improving your company’s reputation. Remember that any help you render to consumers can automatically gain visibility, demonstrating your company’s commitment to high-quality service. The more helpful you are as a business, the more word will spread across the various social networks.
Turn negative to positive
Complaints are inevitable and you need to be willing to engage directly with your customers complaining about your products and services. Remember, negative feedback doesn’t have to result in creating a poor or negative image of your business, but it can if you ignore it. Take action and turn that negative situation into something positive. Social media marketing can sometimes be even more valuable when it comes to handling negative feedback.
You have to stop thinking that your business is perfect and learn to admit errors. This is essential to successful social media marketing. Acknowledge your mistakes directly. A thoughtful, well-crafted response is very important. Take an extra moment to deliver a carefully worded, and measured response to your community.
Don’t hide the mistake. The worst mistake however; is acting like there was no mistake at all. You need to accept responsibility. Own your mistake and be sincere. Acknowledge what transpired and that you understand why your followers are upset. Apologize sincerely and tell customers that you regret your actions. This shows that your business is responsible and cares about its clients enough to empathize with their feelings.
Measure Results and Repeat Those That Worked
Make sure that you don’t waste marketing efforts by making the mistake of not measuring the results. You need to know whether you’ve succeeded or not. You need to track social media activity through measurements of actual results using social media tools. As the saying goes, if you don’t measure it, you can’t manage it, and this couldn’t be truer than it is for social media marketing. Make sure you develop a thorough, achievable set of goals that you think social media marketing can help you to achieve, and then invest in the analytics and other tools you’ll need to determine your success or failure. Depending on these outcomes, you can adjust your strategies going forward, making your social marking efforts even better in the future. You can set goals and objectives to analyze virtually any variable in social media marketing. This will allow you to gauge what is working best and what is not. This is a step that you can’t compromise so if you are not sure on how to use it you can ask for help from a team who has the experience in measuring results.
Now that you know these tips, time to apply them on your account pages. Use them intelligently and creatively. These can provide you with advantages for gaining your company new heights of profitability and success. Don’t miss on steps and always be guided, you can’t cut corners. Always remember if you don’t have time to dedicate yourself, or if you want to make sure things would work, get an online social media marketing company that has the necessary skills, tools and experience.