How effective is your digital marketing team in harnessing the power of the social media that connects more than 2 billion users worldwide?
Can you resist the allure of an extremely higher conversion rate that this powerful medium offers to your business?
In the words of Mark Zuckerberg, CEO of Facebook, “People influence people, nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best-broadcast message. A trusted referral is the Holy Grail of advertising.”
Well, social media strategy is all about connecting with a wider global audience and learning more about them, engaging your audience, creating brand awareness, and establishing your brand as an industry leader! Your business needs an effective marketing team so you can reap maximum benefits of the social media.
The Success of your social media efforts depends on the efficiency of your social media marketing team’s ability to build relationships and brand awareness by active engagement of your target markets. Here is a list of 10 essential skills that can help your social marketing team develop the perfect strategy to help your business with better leads, more marketing opportunities contributing to the growth of your business.
Must Have 10 Skills For Your Social Media Team
1. Managing Communities:
Managing your brand’s reputation on different social platforms is crucial to creating brand awareness, and establishing your brand as an industry leader. Building communities that effectively engage with one another are crucial to the success of your business. Managing communities require active participation in discussion, answering questions, keeping the forums clean and safe by keeping spammers at bay.
Social media team should facilitate healthy and positive discussion between the members of the community; answering questions in a logical manner, setting the right tone for discussions, deleting offensive, abusive comments help manage your online communities successfully.
Social media team needs to have the plethora of knowledge on the products, their applications; exhibit empathy while being firm, establishing a following with the help of engaging and interesting conversations. A study by Marketing Science Institute reveals that managing communities on social media will help your revenue shoot up by 25%.
2. Time Management:
According to a survey by Search Engine Journal, 53% of the users expect a quick response, often within an hour, on Twitter; social media users expect a quick reply especially to their complaints or questions about a company. In a fast-paced world, users do not have time to wait to have their issues resolved. The same survey also reveals that 72% of the users expect their complaints resolved immediately upon tweeting the issue. At the same time, managing time efficiently on productive tasks is a challenge; social marketing team needs to concentrate more on engaging audience productively.
The social media team needs to spend time on monitoring various social channels to understanding the trends, schedule posts using SocialPilot on a regular basis, create engaging content, encourage and participate in productive and positive discussions.
3. Attention to Detail:
Paying close attention to your activities, posts on social platforms can make or break your brand reputation. An oversight or a typo can ruin your image, as your actions on social media will have a lasting impression. Even if you delete an incorrect post, there could be a screenshot of the post, tweet saved by some user which will act against you.
There are many precedents where simple typos have damaged the personal and business of those who made such posts or tweets. The marketing team of Susan Boyle, a Contest of the reality show Britain’s Got Talent, had a rather embarrassing situation when a typo in the hashtag # Susanalbumparty, intended to promote her album release, was misconstrued by many.
4. Analytical Skills:
Digital media is all about analytics. Your team should be able to gather various data, interpret it and develop a killer strategy for your specific business. You need to track, interpret, and analyze the competitors’ data or your own company’s previous data to arrive at important decisions. Data such as demographics of your audience, your social engagement, posting frequency and habits, and the growth of your accounts.
Your social media team can use a plethora of automated tools that help you with huge volumes of such data to measure the performance, reach, engagement of your efforts in reaching out to the wider audience.
As technology changes, improves rapidly on a daily basis, new tools with improved features pop up very frequently attracting the user communities. Your team should be flexible and quick in learning the basics of engaging users on such latest tools.
It does not mean your team needs expertise on all trending social media platforms and tools, but they should know the basics of using these tools to engage your target audience. The key here is to spot the trends developing in the social media space and start-building communities before your competitors do. Brands such as Taco Bell, Grab Hub, etc., that have spotted the emerging platform “SnapChat,” early and building business communities enjoyed greater market reach.
Organizing your social media’s daily activities, Tweets, posts to engage your audience is an important activity of your team. A very organized team will keep track of social media calendar and plan your content accordingly, it is important that your team keep a track of the ongoing conversations, etc. Your social media team has to keep a track of all posts, history of conversations.
You can use many social media dashboards to organize your activities on various platforms and communities, so you can track your schedules and make effective use of social media engagement.
7. Search Engine Optimization:
Your social media skills need to have search engine marketing skills, as social media and search engine skills are interdependent. As such, SEO skills have become an indispensable skill for social media teams. Your team needs to understand the different keywords users’ type in to find information on the products and services that you offer.
Search Engine Land in an article reveals the secret of successful companies are able to integrate social media strategies, and those struggling with SEO are unable to integrate social media into their search marketing.
Your social media team definitely needs to keep itself abreast of the best practices in search engine optimization, so it makes the most of the social media platforms. Some of the important Search Engine Optimization skills that your team needs include keyword research, effective link building, and content marketing.
Your social media team needs to have impeccable writing skills. Your team needs to create great content that attracts users, educates and informs the users of your products, services in a positive manner. Creative writing, with an element of humor, ill go a long way in engaging a wider audience.
Web writing is an entirely different ball game; you have a matter of seconds to make an impression on your audience. You need to impress your audience with great writing, so they click on your posts, tweets, etc. Writing for the web requires using killer headlines, short paragraphs, list form of writing, so your content is visually appealing and easy to read by the target audience.
Repetitive and boring content puts your audience off, a survey conducted by Buzz Stream, and Fractal revealed 21% of users would un-follow a community if it publishes boring, repetitive content. Engaging content, fun-filled contests, and videos keep your users glued to your community.
Your social media team needs to think creatively to stand out in the crowd and attracts users with content that engages. Posting frequently many times a day, or lack of engagement also results in users un-following your community on a particular social media platform. Your teams need to strike the right balance between posting engaging content and publishing just enough posts on a daily basis.
10. Sales & Customer Service:
Social media is more about engaging your audience than making a sale. Still, you do not want to lose opportunities to convert a lead into sale. It becomes a tricky situation, as you cannot be a pushy salesperson, but have to convince your audience that your product is the best that they need. Your team needs to strike a balance between subtle sales techniques that help you reap the benefits of social media marketing.
Social media platforms are great tools to deliver stellar customer service. According to a survey by J.D.Power and associates about 67% of the customers use a social media platform to have their issues resolved. Your social media team needs to be exhibit empathy, be polite and professional, offer quick resolutions to customer issues, go the extra mile when required to see a smile on your customer’s face.
Your social media team needs a combination of many skills to create the right kind of effect on your target audience to reach out to a wider audience with effective make your engagement. In essence, engaging your target market on Social media helps you with a powerful word of mouth advertising. Your loyal customers spread a word about the positive aspects of your products and services, so your brand receives wider recognition and you get referral business.
Krishna Patel is a Digital Marketing Executive at Acquire and Jagat Media. She is also a blogger and writing about Digital Marketing and its new updates. She believes and always keeps trying to do something new. When Krishna steps out of office, she loves to spend time with loved ones. Feel free to follow Krishna on Twitter and LinkedIn.