More and more customers are using social networks so it is vital for companies to be active on them too.
Social networks allow companies to interact with customers, convince them of the quality of their products, improve their online visibility and get better results on search engines. However, it is better to take a few precautions before starting. Every day, hundreds of millions of pieces of content are published by hundreds of thousands of companies and individuals. In case of poor preparation, the content will go unnoticed.
Choosing the right social network
To determine which platform to choose, the company must have a clear idea of its audience’s habits and understand how and why each social network is being used. It is also important to adapt the tone and style of communication according to the social network. For example, LinkedIn users expect professional content, while Facebook, TikTok, Snapchat or Instagram users are looking for light and user-friendly posts. Here is a list of the main social networks and the most suitable media publication types for each:
- Facebook: It is the most used social network in the world. The most effective content in terms of visibility and compatibility with the algorithm is text posted with videos that can be viewed directly in the news feed, as well as articles that users can read without being redirected to the original site. The recommended posting frequency will range from 3 to 5 times per week.
- Instagram: This social network dedicated to images is highly regarded for its intuitive interface and ease of use. High-engagement content includes photos and videos in short format without excessive editing. Ephemeral and interactive stories are also very popular. To increase visibility, we recommend using tags (@) and hashtags (#). The posting frequency should vary between 1 and 2 times per day or 3 to 5 times per week.
- TikTok: an essential social network for businesses aimed at the younger generations. The platform stands out for its ease of use and the ability to create and share short-form videos. Users value originality, humour and content that reflects current trends. Like on Instagram, the use of tags (@) and hashtags (#) is common. You should also keep up with the latest trends (which can change very quickly) on TikTok and follow them creatively in the company’s content. A high posting frequency, from 1 to 4 videos per day, should be maintained to ensure visibility and subscriber engagement.
- Snapchat: Considered the favourite network of teenagers, Snapchat mainly stands out for its instant nature through snaps and ephemeral stories, which promote rapid content consumption. It is recommended to use simple, humorous, and engaging language and to set posting days.
- LinkedIn: Essential for B2B strategies. Companies can use this social network to promote their employer brand and job offers to the workforce they are looking for. LinkedIn is also ideal for delivering business-focused content (see below) that attests to your skills and prominence in your industry. It is recommended to post 3 to 5 times per week. Be careful not to overdo it. On LinkedIn, it is much more important to know who your followers are, rather than how many they are. As a result, the content must be targeted and of high quality.
Optimise the process
An active presence on social networks is time-consuming, there is no guarantee of concrete results, and it mobilises resources. The process must therefore be optimised in accordance with the following rules:
- The goals must be clear. Does the SME want to be known as an expert in its field? Does it want to attract new customers? Or does it want to increase sales via its e-commerce platform?
- A name which is easy to remember. The ideal is to use the company name. But if this is too long, a shortened version can be chosen. This should be short and look like the company name. For example, the X handle of the New York Times is @nytimes.
- A succinct and attractive presentation. On social networks, a company only has a few words to present itself. So its introduction must be lively, pique customers' curiosity and provide them with an idea of the offering.
- Creating a website. Social network accounts must provide a link to a website where customers can find more information about the company and potentially buy its products.
A company should also know the impact of its activity on the social networks it uses. Statistical tools are usually integrated to view traffic on a Facebook or an Instagram page, for example. The SMART approach also provides a way of structuring your strategy by defining measurable goals:
- Specific: Specific goals.
- Measurable: Quantifiable results.
- Achievable: Realistic goals.
- Realistic: Relevant to your business.
- Time-bound: With a deadline.
Example: On Facebook, a company wants to share behind-the-scenes of its activities and highlight its teams by posting three photos per week. The goal is to get at least 20 likes for each photo. The monitoring consists of periodically evaluating the success of posts.
Good to know
There are three ways of being active on social networks:
- Posting content. Sharing interesting information created by the company itself, such as articles or videos.
- Relaying other people’s content. This allows the company to present itself as an expert in a particular field, by passing on articles or videos from other users.
- Interacting with followers. Thank customers when they appreciate products or answer questions from users.
In addition, the content that can be shared on social networks falls into three categories.
- Product or service-oriented: Highlighting new products, publishing customer feedback, exclusive promotions, surveys on the use of a product or service, etc.
- Business-oriented: Information on internal or external events, company life and behind-the-scenes, press release, partnerships, etc..
- Contextualised generalities: Content on the business sector, in relation to current events, and lighter posts, for example, for an annual celebration (Christmas, Easter, etc.);
Regardless of the type of content, the company must pay attention to:
- The tone, it must be adapted to the target audience. For a young audience, the use of emojis, short sentences, and images is recommended. The tone also varies depending on the context: giving dietary guidelines to patients will not be done in the same way as for athletes.
- Exclusivity of content. This helps to build community loyalty. An effective strategy may be for a company to offer special offers on a particular social network, such as a promo code on Instagram.
- Visual formats. Images and videos capture attention and convey emotions. They tell a story, create empathy, and are easily rewatchable or shareable. The formats must meet the specificities of each platform, such as Instagram's square format or Facebook's horizontal banners.
Keep in mind that social networks engage the company's online reputation, aka the "e-reputation." Therefore, you should avoid neglecting your audience. One of the biggest mistakes is not interacting with people who are interested in the business, either positively or negatively. In case of misunderstanding or negative opinions, remember to be honest and transparent. Acknowledging your mistakes and not blaming others usually helps you earn the respect of people who interact with the company via social media.
Sources: Marrone R.; Gallic C.; Le grand livre du marketing digital, 2018; Hiam, A., Heilbrunn B. "Le Marketing pour les Nuls", John Wiley & Sons, Inc, 2021
