To do analytics we have to generate data. Social networks produce a great many metrics — so many that it matters to prioritise what is measured and why. But to run, you have to start by walking! All the more so now that social networks have become as important as the company website: they are a shop window for selling. That window has to look good, but above all it has to present a coherent, professional image.
There are various social networks and each has its own audience characteristics; we have to choose between them so that our presence covers the market we serve. The main ones are:
1. Facebook:
Its users are there to have fun and share experiences with their circle of friends. The audience's age range is broad but concentrated above 25. Companies offer their services through their pages and through Facebook's own advertising. This network is used mainly for business-to-consumer (B2C) initiatives.
2. Instagram:
Similar to Facebook, it offers members a leisure channel focused on images and video. Instagram stories have become very relevant for carrying corporate messages. The audience's age range is broad but concentrated below 25. Corporations use Instagram mainly for brand positioning. It is used mainly for B2C.
3. YouTube:
Video dominates and its users are of all ages; consumption is high below the age of 20. Its business use can be both B2C and business-to-business (B2B).
4. LinkedIn:
A 100% professional network. Sharing content unrelated to professional life is inappropriate. Its effectiveness at generating leads is the highest of any social network — though unfortunately the cost of advertising on it is also the highest. Its business use is B2B.
5. Twitter:
A network of opinions. Members span a broad age range, concentrated above 30. It is very useful for reading market needs and topic trends.
Once we have defined where our shop window will be, we have to move into it. The essential thing for that is generating content our audience cares about, constantly; and offering special deals and promotions to set ourselves apart from traditional channels. Remember that on social networks we can interact with the audience, which is a significant advantage over traditional channels, and the cost of making our content go viral is lower — so significant discounts should be easy to obtain.
It is vital to have an execution plan covering content, activity planning, marketing pieces, advertising budget, and promotions and offers.
Perseverance is the most important characteristic in this undertaking. Measuring the results will steer the effort.
In the second part of this article we will look at how to structure the digital strategy and what role influencers play in it.
