I think that social media is really important. I focus on its potential benefits from the viewpoints of user experience and customer service.
However, I am well aware that business owners expect to see results from their marketing efforts, and that this is essential to their success.
One stop along the social media route is customer delight.
The five steps of the social media journey are outlined in this post. A straightforward, high-level method to organise your social life and boost your prospects of long-term success.
Raise consciousness; know and honour thy audience
Creating a name for your company is the most straightforward part of the process. It’s hard to quantify its true worth and seldom contributes to an organization’s bottom line, prompting the question, “What does a ‘like’ achieve for my bottom line?”
Creating awareness only for the purpose of doing so is a costly endeavour.
The increasing amount of online chatter is making it tougher to get through to individuals. So, let me explain. It’s harder than ever to get organic reach on social media platforms like Twitter and Facebook, for example.
Marketers owe it to their potential customers to treat new followers with dignity; the material they see first will determine whether or not they stick around.
Therefore, it is strongly advised that you refrain from using self-promotional content during the awareness phase.
Nothing about discounts or deals is mentioned anywhere.
Instead, we hope to endear your company to its new target demographic.
Metrics for the onset of consciousness
It’s not just about popularity or participation…
Many people find the concept of “engagement” to be too vague. The number of ‘likes’ may seem high at first glance, but if just 1,000 people saw the message, that’s not very remarkable at all. We could take a look at share of voice, but that’s another vanity measure that’s open to manipulation.
A higher rate of participation is preferable. The number of interactions relative to the number of views.
When consumers actively participate with companies, they are showing more than passing interest. A good statistic is the proportion of time spent actively engaged and interested compared to total time spent exposed.
Challenges to Raise Public Consciousness
Everyone enjoys being a winner, right? We had a contest for the most popular item at Tech Outlet, a beginner 3D printer:
The ensuing attention in each associated post shows that this is a reward with real value.
We developed a target audience for the new page and invested some money in Facebook ads to help it spread.
Out of about 90 thousand impressions, we received zero spam reports and five negatives (posts were hidden).
We have not yet seen the reverberating benefits of these emails when this piece goes public. We expect several responses, though, because the typical order is so large.
Since the client did not maintain a blog, we compiled relevant articles from other sources. It was informative or entertaining, and it had some connection to what they were selling.
Tech Outlet’s Twitter following was small but expanding quickly, and we saw a noticeable uptick in interaction once we began using trending hashtags. Even more importantly, this resulted in an increase in website visitors.
Created a need
In the social media demand generation phase, we begin to consider interaction as a means of increasing website traffic through the strategic integration of sponsored content.
Although there is overlap and the feeling is similar to that of awareness, the key measure now is the number of people that click on to your website from your social updates.
Think about how many and what kinds of interactions are luring clicks and drawing people in.
Acceptance of your brand
The goal of the adoption phase is to increase satisfaction within the audience’s current fan base and client base. Brand loyalty is boosted as a result.
We hope to increase interaction with our new audience by promptly responding to their questions and comments, providing social media-based after-sale service, and addressing any other concerns they may have.
Adoption completes the cycle of the first stage of learning. Adoption is more concerned with retaining and pleasing your existing audience than with attracting new ones.