Social Media Marketing
December 19, 2023
Social media platforms may have been once considered novel marketing channels, but now they’re an integral part of a company’s brand awareness marketing strategy.
Part of that strategy is social media publishing tools for brand outreach. These tools can aid in publishing social media content in various ways: acting as a repository for content, helping with scheduling, integrating multiple channels into a user-friendly dashboard, and more.
Several social media tools are available, and their functionality and approach can vary. Examples include social media content planners to develop social media posting schedules, multi-channel publishing platforms that integrate multiple social media accounts into a unified dashboard, and even analytics tools to help users better understand how to reach their target audience most effectively.
While some tools help streamline the process of social media publishing, others take the approach of helping to align efforts and fostering helpful internal communication. Employee advocacy tools can enable organizations to promote a culture of communication and employee advocacy on social media. These tools can also help align the advocacy efforts of employees more effectively to the needs of the organization. For example, by enabling employers to create programs that employees can opt into, wherein they can receive advocacy requests.
The tools that a company employs will depend upon a number of factors — such as functionality, the needs of the company, and the social media publishing strategy that the company hopes to pursue.
Social publishing tool features can vary widely. Tool features can enable users to publish content in bulk, aid in scheduling content, participate in social listening, integrate social media platforms, or facilitate social media publishing through more organic means.
How brands utilize publishing tools will also depend on the outcome they’d like to achieve. Social media is a unique outreach channel because the messaging can be highly dynamic. Some marketing teams may utilize AI for social media posts, either carefully editing content created by generative AI or using AI to analyze social media data to derive insights.
While word-of-mouth marketing has long been an integral part of marketing strategies, employee advocacy on social media represents a new form of organic word-of-mouth marketing. Employee engagement can also be an important part of a company’s social media presence and culture, provided that employees feel empowered and compelled to engage with the organization on social media.
One way brands can empower employee advocacy is through the use of social publishing tools with employee advocacy features. Solutions like GaggleAMP enable brands to foster closer communication within the company, empowering employees to advocate for their company online.
To best utilize social media platforms and social media publishing tools, it is helpful to follow social media publishing best practices.
Social selling best practices and marketing best practices often mirror traditional marketing best practices, but some aspects of social media can present challenges. Social media best practices for B2B and B2C purposes may differ in some regards, but in many ways align.
Here are five social media publishing best practices:
Whether you post monthly, weekly, daily, or every third Wednesday, consistent content is helpful for a couple of reasons. Primarily, it offers your audience content that they may feel they can rely on. Additionally, regular posting can be key to maintaining engagement. Content planning can help you stay on top of consistency.
Whether you are taking a highly targeted approach and using only some social media platforms or you are maximizing your presence by using all available platforms, consider how to utilize social media strategically.
Audiences on social media platforms don’t only want to see high-quality content in terms of accuracy or entertainment value. They also want to hear voices that come across as human and genuine. Additionally, consistency is key to maintaining a brand voice.
Social media differs from older marketing channels in a crucial regard; the message is no longer one-sided. Customers and others can often respond to brands online, which can be an immense opportunity for community engagement.
To tailor your message to the right audience, it is important to know who your target audience is. Sometimes this requires more research. Tailoring the message isn’t just a matter of seeking new audiences either. It is also a part of delivering consistent content that suits their needs.
In addition to these best practices, it is also important to effectively leverage technology in a social media marketing strategy. Social media itself is largely the consequence of rapidly evolving digital technology that enables users worldwide to stay connected, and it makes sense for companies to take a technology-oriented approach to using social media.
Employer branding on social media can be a great opportunity to positively drive brand reputation. Encouraging experts in your company to produce (and share) social media thought leadership is a great way to represent the brand’s expertise. To best understand social publishing and how social publishing tools work in application, reviewing some social publishing examples can be helpful. One such example is WGroup.
WGroup, a management holding that faced challenges facilitating an online presence, positioned its consultants as industry experts. Driving employee advocacy can be difficult, but WGroup built a successful employee advocacy program with the help of GaggleAMP. The takeaway? WGroup’s success in employee advocacy was made possible, in part, by strategically leveraging the capabilities of effective social publishing tools.
Examples of social publishing success like WGroup illustrates how using technology and leveraging cutting-edge solutions like employee advocacy social publishing tools can be effective for long-term social media success.
There are many social media publishing tools available. It’s important to strategically leverage the right tools, whether those be as simple as a social media planner template or as robust as establishing an employee advocacy program. Or both, like we have here at GaggleAMP.
A social publishing platform or social publishing system enables a company to manage tasks related to social media publishing within a centralized hub. It can range in complexity and capability, depending on the company’s social media publishing needs.
A platform like GaggleAMP enables employers to connect with employees in more effective ways and facilitates the alignment of employee advocacy efforts with the needs of the company. It can transform the way brands approach not only their brand posture but also how they manifest brand awareness in the spaces that their target audiences frequent.
Whether you’re developing a B2C or B2B social media strategy, it is important to consider how a company leverages its available tools to drive short-term and long-term success. For example, even the best social media scheduling tools can be largely useless without any initial input. The spaces where people connect (in person and online) are constantly changing, which means when it comes to brand awareness, it often isn’t the result of a singular action but a dynamic and ongoing effort subject to frequent change.
Taking a novel approach is sometimes warranted. Many companies are composed of individuals and teams who support what the company is doing and are proud of their role in it. At the same time, many companies need help to align their brand awareness needs effectively with the advocacy efforts of employees.
Platforms like GaggleAMP are one of the ways companies are addressing these challenges. The world has become increasingly interconnected, and communication has become easier than ever before. That’s why brand reputation can be so important. It’s also why, in many ways, leveraging solutions like GaggleAMP simply mirrors the widespread trend of more effective, enhanced, and expanded communication.
Ready to see how GaggleAMP can help? Schedule your demo today.
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Social Media Marketing
Social Media Marketing
Social Media Marketing