Sharing tools to allow visitors to post your content on social networks are a fundamental requirement of any business website now. As more and more of your customers and potential customers join social networks like Twitter, Facebook, and LinkedIn, it makes business sense for companies to make social media part of their marketing strategy.
Setting goals
Having the sharing buttons on your website is only a small part of the battle here, you also need to manage your business’ presence and ensure you have clear goals in mind, such as;
  • connect with customers
  • reach a different customer base
  • improve customer service
  • manage and improve your online reputation
  • an increase in traffic (and quality of traffic) to your website
  • increased referrals, sales, and conversions
  • improved brand awareness
Getting into action
Once you have identified which of these goals are essential to your business, it’s time to think about which social networks will best help you to achieve them. Different sites offer different advantages and disadvantages and different ways to engage with customers.
For example, Twitter is useful for increasing traffic and broadcasting short links to your website, whereas Facebook can help to open interactive dialogues with customers – to increase engagement. However, with either comes the investment of time, if your Twitter account isn’t updated regularly or you don’t respond to customers who contact you in this way, this will damage your business reputation.
Measuring the success
As with any business decision, it’s essential to measure how successful it is, not only to see if the investment of time and/or money is worth it but also to hone the aspects that are working and build upon these.
If you start from your original goals and pick the right metrics, it’s easy to measure social media success. Indicators include;
  • how many visitors convert
  • how long visitors from social media spend on your website when they get there
  • how many visitors come to your website from social media
  • how often your brand is mentioned on social media
  • how many people follow your social media profiles
  • how many of your followers interact with the brand, including discussions, sharing and links
Social media is now a part of everyday life. It’s an easy way for businesses to connect with customers and potential customers, a natural starting point is setting up accounts for your business on the most popular social networks, as well as encouraging sharing of your website across social media.
The major search engines are also starting to sit up and take notice of what’s happening on social media sites, so it will also mean more free presence in search results – what every business wants to increase their online presence.
Using social media cleverly to engage with customers, keep an eye on what the competition is doing, and promote deals and special offers, will help your brand awareness and reputation as well as driving leads and sales.
Investing some time in getting this right could be profitable for your business.