With the spread of the Internet, the number of users using social media and SNS has increased, and many companies are now taking advantage of their dissemination and appeal. It is a “marketing strategy” that proactively approaches users who are potential customers of the company through social media accounts such as X (Twitter).
While the number of corporate accounts is increasing, there are also many problems such as not achieving the desired results or being involved in a firestorm.
What is necessary to effectively utilize social media such as X and connect it to business growth? Introducing best practices for managing social media, learned from companies that have successfully built relationships with users.
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“Word choice” and “valuable information” are important
When companies conduct marketing activities on social media such as SNS, the skill of “choosing words” is necessary. Especially at a time when society as a whole is facing difficult times due to the coronavirus pandemic, it is necessary to be extremely careful about statements made by corporate accounts.
Although each company has its own unique color, it is important to be careful not to use words that are too cheerful, inappropriate, or disrespectful. On the other hand, you should also avoid expressions that may cause users to feel uncomfortable, such as “too heavy.”
Corporate accounts, which are said to be professional in their choice of words, continue to skillfully communicate information in consideration of various social situations. Basically, it is important to have empathy and consideration, and to be aware of your company’s position.
“New strategies” and “community voices” are important
When managing your social media accounts, be sure to keep your company’s original purpose in mind.
The key is to continue to provide useful information to users, with the goal of distributing your company’s news to as many people as possible.
According to X’s survey results, more than 60% of users believe that corporate advertising and promotions should continue even during the coronavirus pandemic. If you continue your marketing activities by distributing the latest news and useful information, which are your company’s core values (values that a company considers core and important), you will create a strong connection with users. .
In order to hear the honest voices of the community, actively conduct marketing to find out what kind of image users have of your company and what topics are being talked about about your company. You can also search for keywords and follow conversations, or even talk directly to users.
It is also important to improve messages to users so that they are more appropriate in line with the daily changing social situation. Especially when managing corporate accounts during difficult times, review your strategy on a daily basis and try to adapt your distribution to suit the situation.
“External advice” is important
The most important point is to incorporate “external advice.” It is dangerous to develop social media strategies only among the people in charge within a company. This is because there is a risk of overlooking important points, or of distributing content as is without checking for expressions or measures that do not match the user’s point of view.
By enlisting the help of external partners, you may be able to obtain useful information, such as discovering issues within your company that you were not aware of before or discovering new messages. It is important to take advantage of “external advice” and check from various angles whether there are any problems with your company’s strategy.
summary
In order to effectively manage corporate accounts and conduct marketing activities with a social media strategy, various precautions and efforts are necessary.
Utilize social media to continue sending messages to users while emphasizing things like “choosing words that are appropriate to the situation,” “responding to the changing situation on a daily basis,” and “incorporating outside opinions.”