The use of social media is now anchored in the habits of Internet users on the web. According to a study conducted by CEFRIO, in 2018, “83% of Quebec adults used at least one social network as part of their personal Internet use, which represents a notable increase of 16 percentage points compared to 2016. "
Against this backdrop, brands are trying to do well in highly competitive sectors. Moreover, companies are more and more aware of the importance of an optimal social presence on the web. How to find a place on the various networks and offer relevant content to its subscribers? Here are 6 social media tips to keep in mind when planning your presence on these different channels!
1.Keep in Mind the Notions of Trust and Transparency
Certainly, people who surf social media are becoming more aware of fake news, which makes them more and more skeptical of the content presented to them by brands. People's tolerance for the false information circulating is getting smaller and smaller. According to a study by Sprout Social, consumers define the concept of transparency by the level of openness (59%), clarity (53%) and honesty (49%) that brands display. Make sure to consider these concepts when managing your social networks!
If a scandal explodes, set the record straight. As the saying goes: honesty is the best policy! Admit your wrongs and explain how you will ensure that such a thing does not happen again. Your followers will appreciate the authenticity with which you express yourself. Respond to bad comments when it is a reasonable avenue and be humble in your comments!
If you want the perfect example of social media non-authenticity, consider the infamous Fyre Festival! Instead of doing a mea culpa when they realized that they could not deliver a festival that lived up to their clients' expectations, the organizers put their heads in the sand. The bad comments were on their Instagram page a few days before the event. Instead of setting the record straight, they set about removing or ignoring bad comments left under their posts. Obviously, this caught the ears of festival-goers who were going to go to the event: a company that has nothing to hide does not act like this ... The rest of the scandal is now part of the story!
2. Influencer Marketing Continues to Gain Momentum
Influencer marketing continues to be a tactic that is widely appreciated by big brands. This is because it is a less expensive tactic than traditional outbound advertising. However, Internet users are not fooled and they expect the influencers of their news feed to be honest by including the hashtag #ad in their publication to clarify any ambiguity about a collaboration with a brand. As a business, if you collaborate with influencers or micro-influencers, make sure you comply with the different advertising standards in Canada. As we have seen with the Fyre festival scandal where several influencers had not put an ad mention under their publications, hefty fines await influencers who decide not to comply ... proceed at your own risk !
3.The Ephemeral Content of Story Types is Growing in Popularity
Instagram stories are enjoying undeniable popularity! According to CNN, in June 2018, Facebook announced that this feature included more than 400 million users every day. People enjoyed watching ephemeral story-type content because it allows them to be included in the lives of the people they follow. As a brand, the challenge is to craft exclusive content that will empower people to step into the day-to-day life of your business while inspiring them.
This is the perfect opportunity to distribute behind the scene type content, by unveiling a sneak peek from your next collections, for example! Anyway, it is a medium allowing you to make direct contact with your subscribers in an ephemeral way! After 24 hours, the content is no longer visible in the news feed, unless you highlight your stories on your profile. It's up to you to see which option you prefer!
4. Prioritize Useful Content before Promotional Content
As a brand, it can sometimes be tempting to think of content that will support your branding image. However, have you thought about sharing content that will be beneficial and useful to your subscribers? It could be current advice related to your industry, like a practical guide.
For example, if you work in the cosmetics industry, why not create an evening beauty routine guide for your subscribers? This is a good way to help them while showcasing your products. This will give your community the impression that you genuinely care about their needs and concerns, while also seeing yourself as an expert in your area of expertise when you offer exclusive advice!
5.User Generated Content is Increasingly Being Promoted by Brands
User Generated Content, or content generated by subscribers on social media, is a real gold mine for brands! It is content highlighting your products created without having to invest the budget in the creation of it.
Plus, it's about content that gives off great authenticity, because it's subscribers who genuinely appreciate your brand that have created the content. To encourage User Generated Content, be sure to feature an official hashtag on your social media so your community is clear on what name you identify with!
6.Companies should Invest Efforts in Customer Service Management at the Social Level
More and more conversations between brands and consumers via Messenger are initiated. Like a website and a phone number, social networks are now a crucial point of contact for brands. If your consumers are unhappy with your products and services, they won't mind letting you know through a Facebook Messenger conversation.
Ensure you have a person assigned who will answer the various requests of your customers. After all, response rate and lead times are visible on your page and impact your brand's perception of customer service. Note that it is possible to automate certain responses to messages sent via Messenger. All in all, keep in mind that people enjoy chatting with a real person when they are going through a difficult situation!
Finally, we can say that the world of social media is an area that is constantly evolving! As a brand, it is a challenge to renew itself and to take risks by testing the most recent social innovations, which sometimes generate successes and failures. Better to explore the different platforms available to you! Either way, we hope these tips will help you plan your content strategy while remaining authentic in your interactions. Happy planning!