How a well-defined social plan can transform your business

By Daniel Ku

If you’re a brand that is not making the most of social media, you’re quite simply missing a trick. There are over three billion social media users dotted all over the world, according to “Digital trends 2019: Every single stat you need to know about the internet” published in The Next Web. All of which businesses have the opportunity to target and influence.

So, when it comes to hitting sales targets and improving brand awareness, it’s critical to ensure that social media is a key part of your company’s marketing strategy. In fact, it’s been long reported by Forbes that 78% of sales teams who use social media as part of their strategy have outperformed competitors.

Let’s take a look at how companies can take a page out of some of the most successful brands on social media’s books and implement an effective social strategy to take your company to new heights of growth.

Engaging customers
Customers put their trust in brands that know their subjects inside out and are leading the way in their industry.

HubSpot is a leading inbound marketing and sales solution company. It dedicates time and effort into sharing relevant and beneficial content. Videos that provide users with inside industry knowledge, top tips and new innovative ideas are the foundation of content that HubSpot shares on social media; they keep its followers intrigued, informed and updated on new industry trends.

Employee advocacy
Having and presenting a strong and engaged workplace and a positive culture is critical both for recruiting and retaining staff and for attracting customers. So why not show off your culture and draw attention to your business values on social media?

HubSpot takes pride in its staff. It promotes their successes on their social platforms, which shows the company’s potential customers that it values its employees’ work and time.

Another business that is using social media to boost the morale of staff is Salesforce. It has found success in sharing employees’ success stories as a simple way of engaging with prospective hires as well as showing clients why this company is the best in the industry.

Providing an insight into your work culture is a tactical way to ensure your brand credibility is reaching your customers. Showing your employees’ success will engage with customers on social media on a different level, other than just promoting products and sales.

And as most consumers trust recommendations from friends and family above all other platforms of advertising, so employee advocacy should be at the forefront of your business. Who is better to ask about a company about its products and its culture than someone you know who works there?

Build your social community
Your followers are your own community. Not only are they there to interact with your brand, but they want to see what you as a brand have to say. Use this to your advantage and create content that will build long-lasting relationships with them.

Top sports brand Nike is undoubtedly at the forefront of the social media world. From thought-provoking campaigns to working with charities and using their voice to promote narratives, it has truly become a natural at interacting with its customers.

The iconic #justdoit tagline is known worldwide, and if you don’t own any Nike products, you most certainly will know someone who does. #Justdoit is plastered all over the company’s marketing campaigns and helps build their brand both online and offline. With the use of this tagline Nike has been able to build a strong community.

Nike excels in social media as it has successfully paved a community for each audience on different platforms, such as golfers and tennis players. Nike Skateboarding and Nike Golf on Facebook provide Nike customers with platforms to discuss topics they love while always keeping Nike in mind.

Topnotch social customer service
Customer service on social media is what will set you apart from your competitors. Not only do you have the opportunity to prove to your customers that you’re genuinely helpful and care for their customer experience, but you have the opportunity to really curate a tone of voice and promote your brand.

Innocent Smoothies undoubtedly stands out as one of the cleverest yet witty brands on social media timelines. The company also provides valuable information and respond to customer questions efficiently while continuously maintaining their humorous and topical Tweets.

With over two thirds of consumers using social media to find resolutions and answers for their questions and issues with a brand (according to Social Media Today) it’s imperative — now more than ever — that every brand has an active social media handle.

Daniel Ku is director of marketing at PostBeyond.

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