Social media is now the number one media platform for Singaporeans.
Don’t believe me? Just look around you and see what your friends and family members are doing.
Chances are that at least one or more persons around you are thumbing through their Facebook feeds, ogling at Instagram photos, sending a tweet to the Twitterverse, recording a “story” on Snapchat, or watching a YouTube video.
According to We Are Social, 83 percent of Singapore residents are active social media users while 75 percent are active mobile social users. This is one of the highest in the world.
Courtesy of we are social
With social media becoming so pervasive in the lives of your customers, you can’t just post a fancy video on Facebook and hope that it’ll “go viral”.
Unlike handling your personal profile, managing the social media function for your company (or brand) requires discipline, know how and focus.
Straddling multiple functions and areas of expertise, social media marketing is a combination of multiple professions.
Have a look at what these are. Compare them against what you currently do as a social media marketer and see where the gaps are.
Like a police detective, a social media marketer makes it a point to closely study his customers and competitors.
Using a variety of online tools, you would piece together different “clues” in order to learn the best way to reach potential customers while learning from the best practices of industry leaders.
Some of the best tools out there include…
Beyond understanding what your customers and competitors are like online, a good social media marketer is also knowledgeable about the latest trends in this space. Follow the top social media influencers using websites like Alltop (just type in the topic), Popurls, and The Web List.
You may also wish to follow some of the influencers in this space, such as the following…
Head knowledge isn’t enough. You need to dip your brush into some digital paint and create content on your social media canvas.
To continually produce great content here’s what you can consider doing:
Creating exciting content isn’t enough. You need to constantly test your “hypothesis” and evaluate what worked and what didn’t.
Like a scientist, a good social media marketer would conduct little experiments to see which content formats would work better. Do A/B testing to determine the best combination of text, images, videos and designs to trigger audience responses.
Reflect upon your own experience to learn what the best time of the day would be to publish new posts. Test on different social media channels to assess which ones work best, and use these insights to sharpen your recommendations.
A good social media marketing person is unafraid of numbers. The old adage “you cannot manage what you don’t measure” rings especially true in the digital era.
Learn to read your numbers using analytics tools like Facebook, Instagram, LinkedIn, Twitter, and YouTube insights. Each of these social media analytics tools provide you with information such as the following:
Pair these social media insights with your website analytics (using Google Analytics or other tools) to further sharpen your ability to achieve better social media ROI.
The best social media marketers are not just good content creators – they also excel in building online communities.
For this, we should take a leaf from the book of celebrities and influencers like Lady Gaga, whose ability to ignite the passion of her millions of fans worldwide provides much food for thought. Here’s how you can do so:
Gary Vaynerchuk’s book “Jab, Jab, Jab, Right Hook” is a great way to think about social media. Instead of asking for the sale immediately upon posting, consider giving lots of value to your followers first.
Valuable content may come in the form of templates and cheat sheets which your community can download, practical tips and tactics, as well as step-by-step guides which they can use to solve their problems. You may also wish to host “Ask Me Anything” (AMA) sessions where you can provide advice and guidance to your community.
Last, but certainly not least, a successful social media marketer is constantly adjusting and tweaking her strategies and tactics. The world of social media is like a roiling ocean subject to the following forces:
To thrive and succeed in this space, you need to adopt a lean and agile marketing mindset (similar to the Build-Measure-Learn methodology used in a Lean Startup). Make it a point to continually measure, monitor and adjust your content and campaigns to meet the ever changing demands of your marketplace.
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