The work of the social team is not an exercise in style, but rather a concatenation of data-driven actions , guided by the results obtained in each campaign or even in each message or publication.
Social media marketing offers potentially enormous benefits for brands , with relatively limited investments compared to those expected for traditional promotion and advertising channels. But what are the main advantages of SMM? Here are the six most obvious:
Getting caught in the consumer's hidden memory: Online communities are literally drowning in a sea of information. In this sense, psychologists speak of FOMO (Fear of Missing Out) , or the fear of individuals being practically excluded from potentially important events and social contexts. In all of this, brands are continually looking for new ways to get noticed, and the saying "out of sight, out of mind" fits perfectly with the situation of the modern consumer, solicited by a thousand stimuli and compliments. Social media offers companies the opportunity to publish content periodically, so that it always remains in the minds of consumers. Even if this doesn't immediately translate into an action, such as a purchase or download, the memory will resurface at the right time.
Tailoring the offering to consumer needs: Analyzing interactions and conversations on social media female database allows the company to better understand the needs of each individual consumer, identifying their strengths and, conversely, gaps in the offering. This will allow us to design product, service, and communication improvements that align with customer needs.
Recovering new ideas and content: The abundance of information can be a boon for marketers. In fact, with the help of social media, companies have access to countless ideas and innovations , which materialize in the form of news, updates, content published by competitors, and suggestions and reviews posted by customers. Brands today rely on newsjacking strategies (the art of exploiting the day's news to generate interest in their offerings, brand, or company activities) and popular reviews, editorial content used to improve the effectiveness of social media marketing strategies. Another way to create an editorial offering tailored to the needs of social audiences is crowdsourcing , represented by so-called user-generated content, which involves the direct participation of customers and followers in writing (and sharing) reviews, product tests, and usage tips. .
Reputation and crisis management: Customers talk about the company and its products regardless of whether the brand has a social media presence or not. This means they will continue to post suggestions, requests, and complaints. Maintaining a high brand reputation and using social media proactively can be an effective strategy both in terms of engagement and improving customer service. Social media, therefore, is essential for managing the most critical business situations in real time (crisis management).
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