Effective Social Media Methods for Companies

Today, social media communication is an integral part of corporate communication. Or? The reality for small and medium-sized companies is different. The reality in small and medium-sized companies is different. Social media has been introduced, mostly chaotic or without any strategy. Today, social media communication is used more privately, neglected or even forgotten after a while, especially by small and medium-sized companies. A well-structured social media communication with a minimal strategy offers much more than just pictures of company parties and product advertising.

Social media methods are still not understood by medium-sized companies today

Social media must be integrated into the daily process of marketing, sales and company management in order to generate success. From the very beginning, this insight was a central topic at many congresses and could be read in professional articles. Quickly all conceivable methods were introduced in the social communication environment and mostly already stopped after short time. According to surveys, the statement “Social media does not work” was the most frequently mentioned.

From requirements analysis to social media management

The way in which social media methods should be introduced must meet at least two requirements: Productivity and optimization of the time resources you want to spend on this. Social media as a pure brand communication method can be integrated into daily marketing as well as classic marketing methods. This decision will not be taken away from you. After the decision has been made, a concept and a digital communication strategy must be developed. Questions could be (not a complete list of questions):

  • Which social media channels are you already using (including how and why)?
  • What information do you currently disseminate in these networks (Twitter, Facebook, Google+, Instagram, LinkedIn, XING, ….)?
  • Why and for what purpose do you currently disseminate news and information?
  • Do you know your target groups and their reading behaviour (e.g. reading your target groups in the morning, evening or throughout the day)?
  • Do you use keywords (e.g. on your website, in your messages) to communicate effectively with potential target groups?
  • What do you intend to do with this kind of marketing communication?
  • Do you use methods like Google AdSense or AdWords and why?

Even these questions can lead to a documentation that enables you to identify effective methods from the social media environment.
Content Syndication and Selection as Basis for Your Social Media Activities

Experience has shown that one of the main difficulties with social media activities is time and resource management. Finding good content, preparing it for the target groups and integrating it optimally into your daily activities is the basis for long-term success with any social media concept. You also need an optimized preparation of information that you should (or must) read yourself. Content syndication and selection, based on their requirements, provide the basis for interesting news, information and brand communication. Automatisms in the environment of information distribution must already be considered here.

Development of Automatisms and Social Media Monitoring and Dashboards

In this phase, all your social media accounts are integrated into one tool, optimized and equipped with publishing automatisms. Planning in this phase also requires a concentrated use of desktop and mobile applications that enable you to send optimized information via social networks anytime and anywhere.

Feedback and building a community

Again and again we are asked the question how fast these methods achieve effects, e.g. the support of new customer acquisition. Here there are no blanket target corridors, as it depends on your target groups (e.g. online affinity), your information quality, your web presence (SEO, landing pages etc.) and your consistency in marketing communication. Our projects show that after only 1 to a maximum of 3 months, success is achieved in such a way that enquiries, feedback and contacts increase continuously and sales success is shown. Social media can and will become more and more the key element of a comprehensive corporate communication, but so far only large brands and corporations have recognized this.


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