by May 9, 2020

Social media is more than just a Facebook post or an Instastory. 

There are currently almost 2.5 billion Facebook users, over 2 billion YouTube users and more than a billion Instagram users. The Covid-19 crisis in particular gave the platforms another boost because people who had to stay at home became more active in social networks.  

With social media, you can continue to reach and inform your customers digitally, even when shops and offices are closed. Incidentally, this not only applies to the Corona crisis but is also helpful outside business hours, on weekdays and public holidays, as well as during vacation times under "normal" circumstances.

Many companies that have previously missed this trend now see the need to finally jump on this bandwagon, rather late than never. 

However, it is often overlooked that it is not enough to just set up a social media profile and post a few pictures. 

It's not about a private account where you can post a holiday selfie or share a funny video with others. 

In contrast to traditional press work, on the one hand you can control content better through social media because you can decide on your own what to share and when. On the other hand you can send this content directly to customers and interested parties in a targeted manner.

But the most important difference is that you not only produce content, but also receive feedback! The addressed target group can rate, share and comment. 

Similar to business events, for example, where you can talk to other people in order to network, you can establish and communicate in a digital context via social media.

This constant exchange offers the enormous advantage of determining moods and trends much faster and reacting accordingly, be it through an adapted communication strategy with interesting content or through new products or exciting projects, for example. 


What can be achieved with social media?


- You can spread a positive image:

Through information about products, projects, employees, working atmosphere, personnel policy, corporate philosophy, CRS (Corporate Social Responsibility) or environmental campaigns, such as sustainability in the company and / or charity events, donations or sponsoring, as well as by highlighting prizes and awards. 

- Customer acquisition can be faster and more effective: 

Through information about all products, projects or services, environmentally friendly production, the company philosophy, price tables, etc.


- Potential new employees can be addressed more specifically:

Through information about the working atmosphere and the benefits, the personnel policy and the corporate philosophy, the products and / or projects. Also through the use of social media and a new level of transparency within the company.


- You can offer customers good service and thus added value:

With information about opening times, various helpful tips, quick solutions and contacts. As well as a tool to direct customers, business partners and the interested target group to the company website for more detailed information.

How do you create a meaningful social media strategy?

Since everything revolves around the target group(s) that are to be addressed via social media, you must first ask yourself the following questions: 

1) What do I want to achieve with social media?
2) Who do I want to reach?
3) Which social networks are useful?
4) What can / should the people who have been targeted with my social media content do?
5) What content could be of interest to my target group?
6) What budget can I plan for it?
7) Who is responsible for planning, implementation and monitoring?

How can social media be integrated into the company profile?

Via the company website or homepage, of course. It should be as clearly visible as possible on the page, the social media profiles must be in harmony with the corporate identity, be it through the corporate design in terms of colors, fonts, logo and imagery, as well as corporate communication in terms of corporate philosophy, language and community management. That means more precisely: dealing with customers or the target group, with inquiries, suggestions or criticism. 

Of course, this is also about an attractive homepage that has to fit into the age of social media. Otherwise you have to redesign the website first, because don't forget the homepage is a company's digital business card!
In order for the addressed target group, who is directed to the website via social media or digital advertising, to stay there, study and buy products, find out about projects and services, possibly register for a newsletter, the website must be interesting and appealing.

How can you become successful with social media and target a broader audience?

Setting up social media profiles is not a guarantee of success. To get the target group interested in your business, you have to:
1) Plan ahead, post regularly and share interesting content.
2) Create so-called added value with posts in order to make customers and interested parties permanently curious and enthusiastic. 
3) Take it seriously and answer the reviews and comments of the target group. 
4) Observe the number of followers, regularly rate and adjust content.  
5) Advertise the content and draw attention to the products, the projects and the company website through so-called "paid traffic" (digital advertising).
6) Link social media profiles to reach different target groups.

Social networks are excellent communication tools for companies if you consider the following:
Social media does not only consist of the creation or sharing of content, but also means active communication and relationship building with the target group or customers.
Social media involves constant give and take and requires work, a sufficient budget, time and perseverance.
Online presence doesn't work without online marketing.
Online marketing works via social media and success can no longer be achieved "organically" alone.
Content must be advertised digitally (Facebook, Google, LinkedIn ads) in order to achieve reach, increase the number of followers and thus generate sales.

But in this combination, social media can make a significant contribution to the company's success and significantly rejuvenate your company's image. 
Do you have any questions? Then please contact us. We will create an individual communication strategy for your company.