According to his definition of social media, they, therefore, have three main interests. Social media allow you to establish a dialogue with your community, and therefore a concrete relationship; Social media make it possible to develop social interactions ("like", "retweet", "sharing" ...) revealing a commitment on the part of a community and leading to virality;
Social media allow you to
communicate with your community at any time, even when on the move. In the age
of smartphones and tablets, your target is perpetually connected and therefore
always likely to receive information.
Need to delve into the subject in
depth? This book is essential:
Social media, social networks, are Are they the same or not?
There is a certain subtlety between
the two and many people, even informed, continue to confuse the two concepts. Social networks are indeed only part of social media: Facebook is social media, just
like this blog or any forum.
what is social media 2021
Main social media: Facebook,
Twitter, LinkedIn, YouTube and Instagram (in the centre of the graph). Social
sharing media: they are used to share any type of content, in public or on
one's network (photo and video, music, etc.)
Networking social media: they are
used to create and develop a network. Linkedin and Viadeo, for example, make it
possible to create a professional network. They are therefore very useful in the
context of a B to B activity. Social discussion media (messaging): they allow
discussion, instantaneous or not, between their members. Perhaps the best known
of these is Skype. Forums are also discussion media. Publishing social media:
they are used to publish original content, articles, reports, tests ... these are
mainly blogging platforms (WordPress, Blogspot ...).
Collaborating social media: these
social media like Slack allow you to collaborate remotely. They are
particularly widely used in project management.
The (fundamental!) Concept of community on social media
Since the beginning of this article,
I've been talking about community, but what is it?
The community should be at the
centre of your social media strategy. Indeed, she is the one you need to
please, she is the one who will allow you to reach your goals (more visits to
your website, more sales ...)
The more your community is engaged,
the more chances you will have of achieving your goals and therefore of a
satisfactory conversion rate.
Definition of a community on social
media
Concretely, a community is a set of
people developing social interactions, exchanges and discussions around the
same centre of interest, a character or a brand, on all social media. Thus, my
personal community includes subscribers to my Twitter account, my Linkedin
contacts, my Pinterest subscribers, Instagram, my Facebook contacts etc ...
To properly handle the concept of
community on social media and benefit from its full potential, it is essential to
understand the 90/9/1% rule. 90% of your community listens to you (sometimes
barely ...), 9% takes part in conversations and 1% engages (the famous social
interactions!)
There are 9 types of social media
engagement:
The mass: all social media users,
almost everyone
The inactive: they like your page,
are subscribed to your Twitter account or your Youtube channel but never, or
very rarely
Passives: they simply take notice of
your publications that appear in their news feeds
Clickers: they click on your
publications to find out more
Shares: they share your posts
Commentators: they comment on your
posts
Contributors: they create content
around your brand, your image
Facilitators: they participate in
the animation of your community, intervene with other members to provide them
with information
The ambassadors: they intervene on
social media for your brand. They stand up for you, advocate for you when you
have negative comments. Ambassadors are the spokespersons of a brand.
Why use social media?
What is social media for?
I can't count the number of times I'm asked this question when I start social media training. The question today should no longer be "What is social media for?" but rather “How to use social media well?” Social media is a must. A Marketing strategy that does not integrate social media these days is clearly not optimal.
Still wondering what social media is
for?
Here are 7 reasons why you should
integrate social media into your communication strategy:
Social media can increase your
visibility and notoriety.
Social media can improve your
referencing: the more links a site has pointing to its pages, the better it
will be referenced (see article on popularity and referencing). Social networks, therefore, represent the opportunity to distribute and distribute links to the
pages of your website and thus optimize their positioning in search engines.
- Social media can get more traffic.
- Social media makes it possible to find new customers and partners.
- Social media make it possible to manage customer relations in real-time.
- Social media allow you to manage your e-reputation (your online reputation).
- Social media allow you to constantly monitor your market in real-time.
But, what is social media for?
We've seen the definition of social
media, the benefits of social media, and the benefits of social media.
And you still wonder what is social
media for?
Or rather, are you wondering if
social media is really relevant to your business?
If you still doubt it, you probably
have tried social media tricks and haven't seen a return on your investment.
I am wrong?
I do not think so.
Why? Because every day I meet
companies like you who have tried their chances on social media but gave up for
lack of results. And when I dig, I always see the same reasons. 4 key points
for communicating well on social media. It is not enough to know, in theory,
the definition of social media and its benefits to generate ROI. To communicate
well on social media, it is essential to respect some good practices.
1. Know your target
To understand what social media is
for and what it can bring you, it's important to understand who your target is.
We are talking about Persona
Marketing. The idea here is above all to understand what your target is doing
with social media. What social media does she use? What are its uses? You need
to know the expectations and needs of your target to communicate well on social
media.
2. You have to work on a documented strategy
Here, we will get straight to the
point. To generate ROI with social media, it is imperative to work on a documented
social media strategy. Got a social media strategy but it's in your head?
3. Use the right social media
What is social media for you to ask?
Every social media has its uses, but
not all social media is for you. I meet too many companies that invest in all
social media thinking they will have a better chance of winning customers. Big
mistake. These companies learn it the hard way, and it is they who are then
convinced that social media is useless. To communicate well on social media, it
is important to select them well.
How? 'Or' What? Depending on your
target.
The key is to keep your eyes down
and limit yourself to a number of social media that you can manage effectively
according to your financial, human, time, and skillsets.
Which social media to choosing in B2B?
4. You have to work on an editorial calendar
As we have seen in our definition of
social media, their vocation is to share content with high added value. To
communicate effectively on social media, it is essential to share content
tailored to your target on a regular basis. The content you share on social
media must add value to your target audience. Hence the importance of working
on your Personas, again. To effectively share content on social media, it is
essential to work on an editorial calendar. The editorial calendar will let you
know exactly what you need to post on social media day in and day out. Useful
to avoid wasting time with white sheet syndrome. Believe me.
Conclusion
Social media are therefore essential
in this age of digital communication. However, it is important to take the time
to design a comprehensive social media strategy in order to use them wisely and
thus achieve the goals you set for yourself. Without a strategy, the resources
that you will mobilize in the management of your social media will be wasted
and may even have a negative impact on your brand (eg: bad buzz…). You will
understand, social media have an exceptional strike force but should be handled
with a grain of salt.