At Rogerwilco we’ve always been fairly sceptical of social media and, although we engage with Twitter, Facebook, Instagram, LinkedIn, Pinterest and a whole bundle of other platforms on daily basis, we often find ourselves telling clients that social media – in isolation – is not the silver bullet they appear to think it is.
It’s critical for brands to be active on social platforms to build (or salvage) their reputation. And social media is an amazing conduit through which content can be distributed in a paid or earned basis.
But it’s not a tactic. It’s merely a communication channel. And as such, it needs to be used in conjunction with an array of other digital activities as part of a broader, and measurable, communication strategy.
We use it extensively to support our online PR offering. Seeding content in social media builds awareness among consumers, bloggers and journalists and often leads to the content being published in more conventional, more enduring blog posts or news articles.
Brand-based chatter on social platforms delivers citation value that can, in the short term, boost organic search visibility.
And we also use social to help clients build prospect databases they can target through email marketing. Again, we use content. By pushing interesting content snippets through social media channels, we can draw people to custom landing pages on clients’ websites where, in exchange for parting with an email address they can download the full content piece.
At a paid level, platforms like LinkedIn offer advertisers the ability to reach very specific demographics, enabling organisations to reach targets in specified locations with defined functional responsibility. Facebook provides interest-based segmentation, with most other platforms offering a degree of targeting those wanting to promote paid posts.
But the key to social is to have a strategy, to understand how its use aligns with organisational goals, and to ensure activity is measurable, delivering outcomes that can facilitate broader communication with audiences using additional digital tactics.
If you’d like Rogerwilco to create, maintain and measure an engaging and character filled social media presence for your organisation, give us a call on +27 (0)21 975 8181 or fill in this web form for a snappy response.