Social media has made it possible for companies to reach a global audience. Instead of relying on paid advertising and print ads, firms can allow Internet users and customers to post their own content. This is known as user-generated content, or “earned media.” The benefits of this type of marketing are endless. In addition to allowing consumers to create the content, companies can use it to improve their overall brand image and reputation.
When creating a social media strategy, businesses need to identify their goals. They should also determine which social media channels to use and what kind of content to share. The next step is to decide when to post content, set a publishing schedule, and monitor comments. Depending on the type of business, they may even need a social media engagement tool to help them engage with their followers. Once they’ve decided on a strategy, they can begin sharing content and maximizing their social media reach.
Brands should use social media to interact with consumers and gain insights into what they like and dislike. By using social media to engage with consumers on their own turf, brands will have an opportunity to build brand loyalty. According to a recent GlobalWebIndex report, consumers spend an average of two hours and 22 minutes on social networks each day. Of these, 50% of consumers use these sites to research products. Social media marketing is a powerful tool that brands should invest in.