Companies are spending billions of dollars around the world reaching their audiences through Twitter, Facebook and others. Moreover, concerning Facebook, it should be noted that some organizations which took advantage of their advertising platform to influence the political opinions of users are currently in the spotlight. Don’t let those facts put you off. The pressure is increasing for social platforms to be more open and transparent in how they work, and as long as you follow the rules and do things right, you’ll be okay.
Paid social media ads aren’t much different from regular ads. It is always a question of targeting a specific segment of the population via a message intended for them. The only difference is that you can use the data collected from social media to build 100% personalized target audiences. You can build a targeted audience on Facebook for instance.
The topic is too broad to cover here, but the trend for platforms to remove organic reach means that more and more companies are using paid advertising to present their content and products to the public.
Take the time to examine each platform in detail. They all operate in a different way, and their costs are different. Either way, they’re a great approach to grab the attention of a new audience.
Understanding the platforms (algorithms)
We’re not going to go through all platforms, it’s up to you to figure out what works and how. The formulas are multiple, as are the audiences. A good word can hit the mark on Twitter, but for LinkedIn, concrete messages based on specific advice are better.
Learn about the algorithms of the different platforms and spend some time on each one to get a feel for how they work. Customize your posts the right way to get better engagement, higher traffic, and sustained interest.
Calendars and programming
Another thing to consider is how often you post. This largely depends on your strategy and the type of positions you are going to create.
For example, some content publishers post a lot because they are constantly creating new stories and articles, and they know full well that their followers are on the prowl for this kind of content.
For a business, it’s a little different. You might not be producing content on a regular basis, but don’t think posting on Twitter all day is a must. Users quickly tire of seeing the same press release run over and over.
Many people have also set up calendars in order to schedule a large number of posts that will be posted automatically. This is right for some people and not for others. Other strategies involve a more instant approach where you only plan a few hours in advance.
If you’ve loaded a lot of posts to post, be sure to keep an eye on the news to make sure today’s news doesn’t make it look out of place or in bad taste.
Finally, adopt a different programming for each platform. For example, posting on Facebook all the time will not work, whereas on Twitter users are used to regular posts. The best thing to do is test and refine to see what works for you and your followers.
While the Internet has undeniably disrupted traditional communication channels, the diversity of media available to consumers today has a real impact on the various marketing approaches. The challenge is no longer to choose a communication channel to reach the customer but to identify their preferred channels and create an interactive relationship between the advertiser and the consumer, which allows companies to highlight their products – and reach a greater number of potential customers.