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Social Media: The Storyteller
Digital Marketing
Emma Wilson
August 26, 2019
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Levelling the playing field when it comes to marketing and communication, companies now use social media to tell their tale and show their skills on a worldwide scale in real-time at a very low price. 

Here’s how you can use social media channels like Facebook, Instagram and Twitter to increase your audience and customer base and build your brand and business in a strategic way.

As traditional marketing techniques are becoming less and less efficient for clients such as advertising or direct mail, companies are turning to social media to connect with consumers and the individuals who affect them in beneficial ways. We need to be acutely conscious of how the way we connect, communicate and collaborate as people, and therefore society as a whole has essentially changed in social media.

The key to the achievement of social media is not to hang on instruments and technology but to concentrate on how to make better use of them in order to:

  • Increase the visibility of your private brand and that of your company.
  • Create and cultivate your private and professional networks
  • Establish interactions with clients and influencers 
  • Interact with individuals in real-time and responding to queries
  • Publish and distribute original content that demonstrates that your expertise
  • Share curated links to relevant information that adds value to your customer live
  • Communicate with your community of followers, advocates and supporters
  • Generate new leads and boost your business sales

Understanding the Social Media Equation:

Think about the two major components of social media.

First is the involvement in social media – this is where you are present on social channels and in the form of:

  • Sharing other people’s content on Facebook or LinkedIn (User Generated Content or UGC), retweeting them if you’re on Twitter or regramming on Instagram. 
  • Answering people’s questions – whether they are directly linked to your company or not.
  • Joining the discussion on a specific subject – this could be a Twitter group speaking about a specific problem that arose in the press or starting a LinkedIn group.
  • Leaving really interesting and meaningful remarks on the selective blogs you are reading and listening to podcasts.
  • Promoting other people’s companies and causes, for instance, maybe a street festival run by your municipal council that might be useful for you to support through your networks.

Second is the creation and distribution of original content that informs, empowers, educates and entertains – content that attracts the right people to your brand, potential customers as well as people who influence them.

Creating content keeping customers in mind:

The usefulness of your material should be provided more often than not. That is to say, it must be helpful, meaningful and add value to the life of people. It might just be data that answers the questions of people or satisfies a need that is applicable to your company, or it might be more about offering ‘ thought management ‘ and showing your understanding and skills.

Once you’ve created your content, it’s just a matter of publishing it to one or more of the available platforms that are best suited to your business needs, and sharing links with your followers on social networks.

Building your presence on social networks is essential – not just because they create great content retailers, search engines like Google use social media shares to determine the audience’s use of the content, so social media presence can also have a positive impact on search rankings.

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