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Social Marketing

Best Practices
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The past few years have seen new social platforms continue to emerge, and social budgets swell as more companies embrace social media presences. Three-quarters of businesses now have a dedicated social media team.

It’s safe to say that Twitter isn’t just for discussing what you had for lunch, as marketing pros now use social media for business. Twitter boasts hundreds of millions of active users who send out hundreds of millions of Tweets per day. You do the math.

Here are four areas where marketing should consider focusing social efforts:
1. Allocate a budget for social media advertising
Social advertising is also on the rise with billions of dollars being spent. More and more companies are creating strategies for advertising on social media sites as well as larger portions of their budget. Twitter and Facebook are still the leading platforms for social advertising, but LinkedIn has become a popular place to advertise as well. All three platforms have a wide range of options depending on your target audience and budget.
2. Focus on customer experience
Social media has also created the need for customer service teams to get social. More and more consumers are taking to social media to air their grievances instead of calling customer support. In fact, 42% of customers who reach out to brands via social media expect a response in less than 60 minutes.

3. Create an integrated social media strategy
It’s also been reported, however, that 80% of customer service inquiries posted on social media go unanswered. Because of this, it’s becoming more important for companies to create an integrated social media strategy that includes all aspects of the business, from sales to customer service. With only 17% of companies saying their social strategy is mature, it’s clear that there’s still a significant learning curve.

4. Invest in the right technology
“It can’t be measured” is a mantra that won’t fly anymore. Nearly any digital activity can be tracked and measured. Traditionally social marketers have reported their number one complaint is not being able to effectively report on ROI. With the plethora of social media tools available today, marketers can glean all kinds of campaign analytics, from number of mentions, to sentiment, to top influencers interacting with your content. The most important thing is to have a dedicated strategy around what you’re trying to achieve with social media, and choose the best technology that can help you achieve success.
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