Social Success: How Companies Are Using Social Media Management to Improve Sales

Social media is the fastest-growing technology craze of our time. Allowing people to easily listen, interact, engage and collaborate with each other, the likes of Facebook and Instagram – and now, Vero – have created an almost clear-cut path straight to our audiences. But as the number of vital social media platforms increase and the conversations get louder, it becomes a more time and labour intensive process to effectively track, monitor and manage them.

With social media management tools, you can effectively manage incoming and outbound interactions and engagements, streamline and consolidate how you listen to and participate in relevant conversations within the various different platforms that this chatter is occurring, and can help you amplify your message where you have a social presence.

Social Media Management - Meltwater Blog

Develop a Social Media Strategy

Establishing a social media strategy is the primary way you can work on maximising what you get out of each social media platform. Here’s how:

  1. Decide which platforms you’re going to focus on. Depending on the size of your company and how long you’ve been operating for, you may already have an online presence on each of the main social media platforms – Facebook, Twitter, Pinterest, LinkedIn, YouTube and Instagram – and that’s great. But most of the companies that attract many new customers via social media do so because they often on a few. This purely depends on what your company offers and how well you understand each of the platforms. For instance, a B2B company may be heavily invested in LinkedIn and Twitter, whereas a consumer-facing company that produces visually appealing products, will focus on their Instagram and Pinterest accounts.
  2. Then, consider what you know about your audience and what kind of content they like best. You want your social media marketing strategy to reflect your target market’s desires and, of course, how you can solve their biggest pain points. This will determine whether your content will be (mostly) in the form of images to be looked at, articles to read or videos to watch. Every piece of content needs to be engaging and speak to your audience’s needs and challenges. Here, you also need to decide how you’re going to engage with followers – with CTAs, reaching out via email, competitions?

Social Media Management - Which Social Platform

Build a Social Media Posting Schedule

Once you have the basics covered, you’ll need to decide on a posting schedule. Consistency is key here, and there is no better way to lose a following than to go quiet for long periods of time. But high quality is paramount – the only way to achieve both is to invest in a social media management tool which offers a posting schedule. That way, you can have all your high-quality content planned and save yourself time, effort and stress by scheduling it to be published automatically.

Meltwater Blog - Social Media Management - Posting Schedule

Post to Company Profiles + Respond to Followers

Another challenge of manual social media management is creating and publishing social media content across your company’s social profiles. By now there’s a good chance you’re creating original content in the form of image, text and video, as well as posting third-party curated content from followers, and doing this all to more than one platform. With a social media management tool, you can post, without sweat, across all active social accounts, in whichever format the content is in, from one platform.

Responding to comments, messages and mentions from followers is also a crucial part of any social media marketing strategy. With a social media management tool, you can acknowledge and reply to everything that is said to you or about you. If it’s a concern about another department’s expertise, just flag it on the system and they’ll be notified immediately.

Take Engagement to the Next Level with Social Media Ads

Although nothing beats organic, social media ads complement your organic reach by targeting audiences and improving visibility. Facebook, Twitter and Instagram ads, Linked Sponsored Posts and even YouTube’s 5-second clips drive sales by allowing you to reach new leads who are similar to your best customers. The different platforms naturally have different layouts, formats, targeting options and pricing, but each of them has the ability to attract new leads.

One of the main advantages that social media advertising has over other media is the power of its targeting options. For example, you can choose to target audiences by age, likes, interests, job title, function, income bracket, location, and other demographics. There are also retargeting options for people who have visited your website or engaged with your content previously. Make sure you take advantage of these advanced selection criteria to direct your campaign to your target audience and control your budget.

Target your audience - social media management - Meltwater blog

Why We All Need a Social Media Management Partner

From start-ups to corporations and everything in between; companies are realising that social media management tools are saving them valuable time, effort and money. Here’s how:

  • Your customers are on social media. Regardless of what industry your company is in, or whether you’re B2B or not, your customers are using social media daily. It is vital that you keep them connected and engaged to your brand so that you’re always top-of-mind.
  • There are people searching for your company. If your company offers a product or service, you can bet there are people talking about it. Be there when your next client is searching for you or what you offer.
  • You company is being spoken about on social media. With social media management, listening to what people are saying about you is made easy, and responding to or participating in conversation is done efficiently. Strong social media management tools emphasize the positive aspects that your company has to offer and responds sincerely to any negative remarks.
  • You deserve expert social media management. Whether you’re a business owner or marketing manager, it’s very likely that you just don’t have the capacity to manage all of your company’s social media platforms. With expert social media management, you are actually saving time, effort and, once the ROI begins to show, money. You focus on your job, and let the social media management tool rake in the leads.

For a free demo on how Meltwater’s Social Media Management Tool, Meltwater Engage, can help you save time and drive sales, contact the team today.

5 Reasons Why Your Brand Needs Social Media Listening

The amount of data that is shared online every second of every day, across all corners of the world, is now as hard to comprehend as the size of the galaxy is. Every hour, millions of Tweets are sent and Instagram and Facebook posts are uploaded, leading us to an amount of information available on social media that is impossible to keep track of. Widely referred to as “content shock” or “information overload,” this bombardment of data is making it increasingly challenging for brands to get themselves heard on any platform at any given time, let alone make sense of all the customer information at their fingertips – as it is just too much.

Information Overload - Meltwater India Blog

Okay, Okay, We Get It. So How Do We Make Sense of All This Information?

The rate of which the amount of available data is increasing is staggering – but not all of it is relevant to everyone. This means there needs to be a system in place to firstly, automatically collect and analyse the data, and then to decide whether it’s relevant to you.

Media intelligence uses artificial intelligence and machine learning technologies to gather and analyse online editorial and social media content. This content is extracted from a variety of different sources such as digital and news media, print and broadcast, blogs and social media. But in addition to just social listening, you are able to use the data to measure the performance of your PR and marketing efforts, monitor patents and job listings, and even track social influencers, discover journalist databases, and manage your social media engagement.

Social Media Listening on Meltwater Blog

You Can’t Manage What You Can’t Measure

With a little effort and creativity, brands can go beyond just monitoring their name and mentions to using social media listening tools to enhance content marketing, customer support, product development and public relations. There are just four of the many ways you can use social media listening to benefit your business:

1. Find and Solve Pain Points

One of the primary functions of social media listening is to choose and track specific keywords that are relevant to your business or industry. You can track your own business’ name, a relevant hashtag, your slogan, the name of a campaign you’re running or the name of an event you’re attending or sponsoring. Then zero it down to geographic location, date range, language or whether you want to track the keyword on social or editorial media.

To find pain points, use your competitor’s name as a keyword and track it on social media alongside the words “can’t” or “don’t,” for instance. Once you’ve identified what the problem is, contact the person who posted it (publicly, if possible, to get more eyes on it) and tell your new potential customer what you do and how you can solve their pain point. Remember to provide a contact number or link to a demo.

2. Join the Conversation

Naturally, it’s important to find out what exactly the conversation that surrounds your business and industry consists of. Brainstorm a couple of industry-relevant and product-related terms that your customers might be using in chatter around your business. Track these terms in forums, comment sections and social groups.

Join the conversation to find out more about what peoples’ expectations and experiences are. If there’s any talk of a need for what you have to offer, reach out – let them know what your business does and how you think you can help. Be genuine in your interactions.

3. Identify Influencers and Ambassadors

There are a couple of effective ways to discover who your micro-influencers might be:

  • After a product launch or update, track the title of or link to the press release, to see who’s shared it.
  • With a social influencers tool, create a search based on an industry, however niche or broad – for instance, “tennis shoes” or “lifestyle blogger.” You can then narrow it down to how many followers you want your influencer to have (ranging from normal to celebrity) or purely based on their engagement (the ratio of followers to the number of likes and comments they receive).
  • Reach out to them to start building relationships.

This is one of the most effective ways to grow brand advocacy, generate new leads and stay top-of-mind of potential clients. Identifying and working with influencers and ambassadors is also paramount to maintain authenticity and humanness in a fast-paced digital world.

Identify Influencers - Meltwater Blog - Social Media Listening

4. Improve Customer Service

With a powerful social media listening tool, it’s possible to instantly identify positive and negative feedback and even get alerted about it in real-time too.

Monitor your brand name (on social, both with and without the @ symbol as it’s commonly forgotten or left off) and common misspellings of it, as well as your website domain. This will give you the opportunity to discover and highlight (by liking, sharing, retweeting or thanking) positive comments and to respond to disappointed customers, thereby extinguishing potential fires before they exist.

5. Product Feedback and Innovation

Social media listening also helps you to determine any conversation around product features, updates or ideas. While monitoring your brand name, if anyone mentions a bug or problem about a product, assign the issue to your development team so that it can be rectified as soon as possible before it affects too many other people. Depending on the size of your business, consider responding directly to the customer on your personal email address to nurture transparency and trustworthiness.

Product Feedback and Innovation - Meltwater India Blog

Which Social Media Listening Tool is Right for You

Apart from using social media listening to monitor your brand and campaign names and improve PR and marketing efforts, it can also allow you to keep track of your online reputation and anticipate crises, spot trends and position your brand as a thought leader, and gives you a competitive advantage due to monitoring competitor’s names and staying ahead of the curve.

Extracting valuable insights from social media listening is the easy part if you’re using the right tools.

Meltwater offers social media listening and, in addition to that, the insights, reports and analyses to help you make sense of it all. Instead of just providing a tool for you to use or misuse, Meltwater works more as a partner, where a committed team helps you to track relevant keywords and compiles relevant insights into a weekly, monthly or annual report. Get your free, no-strings-attached demo of the platform today.