Being present on social networks requires an in-depth reflection about the online communication strategy and the resources available to implement it.
Whether it is text, images, videos or sounds, communicating online can be done on various platforms. A clear social networks policy must therefore be part of the company’s overall online marketing strategy. Before getting started, it is important to ensure consistency between all platforms by considering a few points:
- What are the company’s online communication goals? Does it want to make itself known? Develop an online store? Share its expertise? Meet business partners? Improve its customer service? See Clearly defining your goals and budget.
- Is the main website optimised? The website serves as the company’s calling card, and any online communication strategy should aim to increase traffic. Is it ready to host many visitors? Is it user-friendly, easy to search, and updated? Is it optimised for synergy with social networks?
- Who is the target audience? What is its market? Its buyers? Its customers? What is the best way to reach them? On which social media platform are they present? See Targeting your customers.
- Which social networks should you use? The chosen platforms must be tailored to the goals and needs of the company, as well as the resources available to manage them. Which networks allow the company to best achieve its goals? See Social networks.
- What resources are available? Social media requires a sustained presence and great responsiveness. Does the company have enough people with the necessary skills? What content can it reasonably create, and how often? Does it plan to work with influencers as well, and if so, what is its budget? (see Influencer marketing)
- How will the company assess the impact of its strategy? A company must regularly measure the impact of its marketing strategy. You have to determine evaluation processes and criteria, and adapt your actions accordingly. See The importance of performance indicators.
Reflecting on these aspects allows guidelines to be established regarding the choice and use of social networks. It also clarifies the company's image and tone online. The whole online marketing strategy must be very harmonious. In some cases, it may be a good idea to consult an expert to determine the most suitable options.
Written communication
Whether used to describe the company and its activities or to produce specialist articles, text is the primary resource of online marketing. Here are some recommendations for written communication on social networks:
- Introduce yourself. Regardless of the platform, the account must contain all information necessary for the public to identify and know the company.
- Be responsive. This is the key to any online communication. If the company has managed to attract the public to its profile, it will have to try and keep this traffic and build on it. It must respond as promptly as possible to comments, both positive and negative.
- Make yourself known to specialists through quality content. Blog articles can be an opportunity to introduce yourself to experts in the company's field of activity. You have to identify specialists within the company's network, bloggers or editors or expert influencers in the field (see Influencer marketing), and try to gain their trust so that they share positive information about the company. This will reinforce the company's credibility.
- Create an element of surprise. Offering relevant written content that surprises or demonstrates the company’s expertise can be a very interesting option to stand out from your competitors, for example.
Leveraging images and videos
Using graphic resources is essential for a successful online marketing strategy. Images and videos represent a significant added value and help increase a company’s referencing on search engines. They are also an effective and attractive way to talk about your products and activities, and to humanise the company. Fundamental questions must be tackled before you start producing visual media:
- What does the company aim to achieve through its visual communication? Does it want to post videos or images regularly? What does it want to show? Is the entrepreneur ready to show his face or his employees’ to his virtual community? Or does he want to work with influencers (see Influencer marketing)? What is the most interesting content it can create? How can it stand out from its competitors?
- What resources are available? The company must ensure that it has the necessary human, temporal and material resources to fulfil its goals. This is particularly important for video production. See Leveraging videos.
The podcast option
Sound is a valid means of communication in its own right. The most practical technique for distributing sound is the podcast, a type of audio or video broadcast that the user can listen to or view where and when they wish. Like other online marketing tools, the podcast must be the subject of precise strategic planning:
- Determine the sound communication strategy. Does the company want to post regularly? What does it want to convey? What themes could be of interest to its target audience? What can it offer that others cannot?
- Careful design. What styles and formats are best suited to the content the company wants to deliver and the audience it is addressing? The released podcasts should ideally have their own style, recognisable by listeners. Their design must be thoroughly considered when it comes to length, broadcast rate, topics covered, etc.
- Plan for the necessary resources. The company must ensure that it has sufficient staff, time, and equipment to achieve its goals. For example, a good enough microphone is required.
A few additional tips to optimise use of podcasts:
- Capture attention. There is no ideal length for a podcast, but it should not exceed 20 minutes. With regards to content, you have to capture the attention of auditors by offering relevant and useful information about the company's products or activities or its field of expertise.
- Promote the content. Whether published directly on the company’s main website or a blog, podcasts should be promoted through links on all platforms where the company is present, including social networks.
- Use hosting platforms. A podcast must be available on hosting platforms such as Spotify, Apple Podcasts or Deezer.
