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“We do something with Facebook” is often the answer start-up clients give when I ask them which marketing tools they use. Social media can work well as a marketing tool, if they have thought about value-adding,

relevant content for followers and if online platforms are used where your target group is actually located. ‘Doing something with Facebook’ is not enough, after all, a page that is not maintained is not good advertising. But what then and how do you start with this?

Let’s get this party started

It starts with listening. Social media is sometimes compared to a cocktail party. Although this idea is many years old, I still think it is true. In fact, with the increase in fake news, I find this principle increasingly important. The idea is that you achieve the most results on online platforms if you behave as you would in real life. At a ‘real life’ party, you wouldn’t immediately shout “Buy my fridges” when you walk into the room (assuming you sell fridges). No, you enter, look around, get a taste of the atmosphere, join a group and slowly join the conversation. You listen to what is being said and only when someone notices that he/she finds it a problem that there are more guests at the party than cold drinks, can you offer a solution to the problem with your fridge business. At that moment, your content becomes relevant.

This natural course of interaction appeals to people and creates involvement and trust; essential factors in a (future) purchase. People are interested in people, usually less in sales pitches. With genuine interest and using the social aspect of social media you will book the most results.

The approach

But what is ‘result’ on social media? The number of likes on messages or the number of followers are not goals in themselves, but interaction on social media ensures that you get what your target group finds important. This provides insights to optimally tailor your products and services to their needs. Moreover: the more interaction, the greater the chance that the algorithm will work to your advantage and that you will be visible to more people.

To achieve visibility and interaction, you need a structural plan and time to maintain your social media channels (listening, posting messages, responding to comments and incoming private messages). This requires a certain degree of priority within the company structure, but will ultimately contribute to greater brand awareness and a strong image with the right effort.

You might even be invited to the next proverbial drink…  

How about your organization?

How is social media used for business in your organization and what results? I am curious about your experiences and findings on this.