Social Media Marketing Basics 2

Who is the correct person to drive a social media campaign?

A good social media marketer understands the product or the service they are advertising. This means that they will find out the company’s target audiences and understand what their customers want to hear. They will also work out their client’s key strengths and weaknesses. If a product is expensive but offers a series of benefits you will need to explain to the audience why spending extra money on the client’s product is worthwhile. This may seem simple but if the person in your social media chair hasn’t considered it, how do you expect them to attract the right audience for the right reasons?

All marketers need a plan and extensive knowledge of how to achieve the company’s set goals. A manager should have experience from previous campaigns and be able to work out what is achievable. Social media strategists should know how to use networks to their best advantage and have a strong marketing background. They should also have a wide understanding of how their client should interact online and what they want to represent. Old Spice and Go Daddy have both built social media campaigns around comedy, aiming their campaigns at people in their twenties to thirties. This works well for the demographics of these companies but would not work for all businesses. Knowing what message to tell your audience and the best medium to send it with is vital for a social media manager. This insight and extra knowledge will allow your company to gain a greater return on investment (ROI).

A social media marketer should know what has worked in the past and understand the reasons behind its success. As users get tired of one type of content, strategists have to change tactics and attract their key demographic in a new way. However, the basic aim of gaining an ROI from the campaign remains the same. Due to the speed and the amount of content on social networks the attention span of users is shortened considerably. Can you create content that will make people stop and listen?

There are several other key qualities that a social media manager should possess, with the most important being the following;

Writing Skills

Being able to write captivating and relevant content is vital for a social media marketer. Users spend hours on social networks interacting with friends and sharing content that interests them. For example, while writing a long detailed paragraph about your product might interest your most loyal fans, others will scroll over it. By writing about your service or product in an engaging way and by using action verbs, you are more likely to make someone stop and read. It is also more likely to persuade them to click through to your website.

PR Skills

Public Relations have always been an effective way of spreading a company’s message. Knowing how to present an organisation to their target audience is vital. Another main area of PR is gaining a broad selection of key contacts within the field . Finally, but perhaps the most important quality of PR people, is spreading your message at the correct time in the right places.