The ever-shifting social media algorithms and user behaviors push their brands into an up-to-date and dynamic structure in social media. Effective digital communication for marketers with their customers; it should now be more personalized, integrated with advertisements and diversified.
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As a result of all these changes, it is necessary to examine several points in order to properly manage content strategy correctly in the social media;
Organic Reach Problem
According to the Nielsen report, Facebook organic reach has fallen over the years, reaching around 0.5% by 2017. New developments and statements show that this number will fall even further. For example, the content shared on a page with 1 million followers can seen by an average of 5,000 people.
Nielsen, Agora Pulse
Mark Zuckerberg explained that among 2018 plans, changes will be made to algorithms on Facebook users’ requests. Users will see posts from friends, family and groups instead of brand, business and media feeds in the News Feed. This means that organic reach will fall below 0.5% in 2017, and personalized communication for brands is important for advertising spending.
The reverse correlation between Facebook’s rise in advertising revenue over the years and organic access decline is quite clear. The increase in advertising income for Facebook in 2018 can be predicted in this direction.
The result of the fall in organic reach and ad-dependence, weekly and monthly content calendars carefully prepared by brands almost always followed by only the person who shares it and by the brand. Any organic content shared on the page that is not advertised is doomed to be forgotten without reaching anyone. In this case, the content calendars prepared to share only on the Facebook page are not functional.
The way that marketers need to follow for effective social media content management is basically simple. The brands that are made that actual, shine out.
- The goal is to divide the kitten into small pieces in the direction of common characteristics and behaviors,
- To prepare content in the topics and formats that each of these parts is interested in,
- To determine the distribution channels appropriate for the behavior of the audience for the content you are preparing,
- To benefit from ad features with detailed targeting of digital advertising.
Every User has Different Behavior on Social Media. Reaching all with the same message?
While some of the users see the content and pass through it, also some of them click on it and examine your website, and some just like sharing. The brand loyalty, digital behaviors and interests of users who perform these actions are different.
How accurate is it to reach each of these audiences with the same message?
- You can aim to build more awareness of the people you reach.
- You can try to direct people who like your posts to your site.
- You can conduct studies that will increase your brand loyalty for those who already bought your products.
For all these, you have to divide them from each other and reach them with goal oriented contents.
Special Communication for Mass… How?
You divide your audiences into meaningful groups, and you need to understand the character and brand loyalty of these masses in order to reach each one with a separate message.
- You can reach with contents that introduces you as a brand to people who has a weak relationship with you or for new audiences.
- You can offer opportunities for who already know your brand and have little interaction in the social media.
- You can reach with useful informations, and strengthen their relationships with you as a brand, to a shopper on your site, or someone who downloads your app.
For example, the following Nike share aims student masses through basketball and mathematics, with a graphical work that will attract the attention of the audience with a special message and format.
Special occasions also have effective opportunities for brands. Among the best examples of work that combines 6 women and 6 good ideas, prepared for World Women’s Day.
Video content is consumed far more by social media users. Video content produced by brands is effective in promoting brand and product.
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You can use different content formats of social media while reaching your divided audience with different messages.
Facebook has several content sharing formats that are currently available. It is important to use different methods to include people, even if it is only a visual, sharing a text on the easiest and most widely used format. With canvas content, you can present a rich experience, with video contents you can present a visual flow of information, with surveys and forms you can measure traits of your customers and you can enhance your conversion. Especially in the last period, we should not ignore the effect of live broadcasts.
Facebook Creative Hub is a great source of inspiration for brands in this direction.
You can use the message and format that will move them if you want to target your site or shop. The following carousel share is a good example.
Other than Facebook, videos on Youtube, presentations on Slideshare, story shares on Instagram, and live broadcasts are examples of different content formats.
Ads Opportunity at Your Hand
In social media, there is the opportunity to set up ads with very detailed target masses and show them the contents that are separated. For example, you are a dietitian on Baghdad Street and you want to be recognized by the people who are sitting in the vicinity. You have access to women aged 25-45 who use iPhone 7-8 in a specific location. You can even separate people who are interested in healthy diet or diet from within this mass. And you can duplicate it with countless variations. Why do you show the same content to the entire target audience when you have the opportunity to parse it so much?
As the diversity of social media platforms produced is increasing, users are starting to experience different platforms. User behaviors also concern the brand first degree. The platform diversification for brands is a very detailed and lengthy issue. Strategies vary according to the brand and the purpose of digital communication.
We can look at a few examples other than Facebook, Instagram and Twitter main communication platforms that brands use most,
Youtube is a great opportunity for brands in digital where they are positioned as video search engines. Advertising costs are low, good targeting criteria, measurement opportunities, and brands steer to Youtube rather than TV Ads.
Slideshare is an advantageous social network on Google that you can access your audiences organically. You can create and publish presentations about your brand or your industry.
Scorp is a very dynamic channel for brands that fit the target volume. You can provide people with content about your brand with this platform.
There is a “digital” opportunities universe and a wide variety of actions brands can do. You can effectively build your content strategy where you know your brand and your goals well, and when you know and understand your small audience groups.