There are several different aspects that play into determining the best social strategy for a brand. As I mentioned in Mobile Friendly Messaging, the brand needs to identify how their existing fans/followers were acquired, what the customers expect of the brand, and how to turn their social media pages into destinations for their customers.
These, and many more, are the questions I ask brands to answer prior to setting a clear strategy for the social channels. If a brand puts out a strategy that wasn’t thought through till the end, then it may push some of their existing fan/follower base away to never return. With a clear strategy and goals in mind, any brand can make social media a success, you just have to find where you fit with your customers to make them need you to be there for them.
One of the most difficult tasks a brand faces in social media, is what their messaging strategy really is. When I work with clients on what their messaging will look like, I educate them on several aspects of social messaging that I believe are the most important: Tone, content, target audience, timing, and the goal of the messages. All of these aspects are important because you want to be able to speak to your audience and relate to them on a personal basis. Once you are unable to do so, you have lost a portion of your listeners.
With the clients that I have either assisted with or taken full control of their messaging platforms, I’ve been able to earn an engagement rate of 9%. Typically brands will strive for an engagement rate of 1% or more, so by exceeding that number, you are able to grow your social channels easier and organically.
Of all the advertising outlets out there, I believe that social advertising is one of the most successful that I’ve seen. While SEM allows you to target those searching for various targeted keywords making it a relevant experience, social media advertising allows so much more. Facebook, specifically, allows you to target location, gender, age, interests, relationship status, education status, what pages you like, if you are on a mobile or a desktop, if you recently moved, and even if your birthday is in a couple weeks. Knowing how to utilize this information is key in executing a successful advertising campaign.
In my experience, I have spent over $500k in social advertising dollars and delivered over 1 billion impressions for various clients with different goals and objectives. These campaigns have been successful with a dialed in targeting approached, multiple A/B tests and solid messaging strategies. I have provided a couple examples below:
Past Campaign Performance Indicators
[tab title=”Fan Growth”]The client’s goal was to increase their fan base from 73k to 1 million fans in 8 months. With a targeted advertising and messaging plan (For paid and organic fan growth), I accomplished this goal in three months at a cost of $0.38 per fan and came in nearly 10% under budget.[/tab]
[tab title=”Website Traffic”]The client’s goal was to increase their website traffic with the use of Facebook Advertising at a cost of $0.75 per visitor. I sent a total of 19,000 visitors to the client’s site at a cost of $0.16 per visitor utilizing a highly targeted campaign.[/tab]