Social Media Marketing

Social media is still transforming the way brands communicate with their customers, but more interestingly it’s also altered the way consumers interact with the brands they love and hate.
  • Social media strategy
  • Social media audits and competitive assessments
  • Persona development
  • Content marketing
  • Social media advertising and promotions
  • Brand reputation management
  • Blogging strategy
  • Social media training
  • Campaign analytics and control

Social Media Marketing

Social media is still transforming the way brands communicate with their customers, but more interestingly it’s also altered the way consumers interact with the brands they love and hate.

The site has quickly become a role model for the rest of the University. Furthermore, the search engine friendly code and search engine optimization (SEO) provided by Stikky Media have pushed our site toward the top of Google searches for many frontier physics topics we are involved in, thereby highly increasing the visibility of our research enterprise.

Dr. Branislav Nikolic

Associate Professor of Physics, University of Delaware Physics Department

Understanding Social Media

Social media takes on many forms across many platforms, which includes popular social networks like Facebook, Instagram, LinkedIn, and Twitter. However, it also includes technologies like podcasts, forums, picture sharing sites, social bookmarking sites, chat apps, and more.

There are several social media platforms with active users beyond a billion and counting. There is no refuting the marketing power of social media. But not all social media technologies are designed the same.

What is Social Media?

By definition, social media is any two-way exchange on an online media platform which allows for user-uploaded content, communication, and interaction.

Social media contrasts with the traditional, one-way corporate controlled broadcast and directory style of advertising, as seen with radio, television, and print ads.

Social Media Strategy

In our experience, a lot of companies — both large and small — use social media extensively, but still struggle to achieve their business goals.

Social media marketing requires planning, time, and resources.

Stikky Media produces measurable results by identifying central communication points that engage consumers and expose your brand.

Services

  • Social media strategy
  • Social media audits and competitive assessments
  • Persona development
  • Content marketing
  • Social media advertising and promotions
  • Brand reputation management
  • Blogging strategy
  • Social media training
  • Campaign analytics and control

Planning

Whether you want to dip your toe in local waters or you desire national exposure, our technicians will customize a strategy and create a plan designed to generate the attention and engagement you want for your business.

Our social media strategies will help you:

  • Measure overall performance
  • Develop a social listening and engagement strategy
  • Select the best networks for your goals
  • Create a practical day-to-day content plan for Facebook, Instagram, Twitter, YouTube, and LinkedIn
  • Efficiently manage your online brand and business reputation
  • Develop a flexible social media plan and useful company policies
  • Drive business growth and opportunity for improvements
  • Integrate social media with SEO

Owners and managers typically know their business the best. Thus, our technicians conduct market research, goal development, account setup, customization, and optimization in conjunction with the company leaders. The desire is to conduct a thorough assessment in order to understand the customers, values, and goals of each business. This approach communicates a consistent brand across all digital assets; providing an online presence that is a natural extension of the business itself.

Planning

Whether you want to dip your toe in local waters or you desire national exposure, our technicians will customize a strategy and create a plan designed to generate the attention and engagement you want for your business.


Our social media strategies will help you:

  • Measure overall performance
  • Develop a social listening and engagement strategy
  • Select the best networks for your goals
  • Create a practical day-to-day content plan for Facebook, Instagram, Twitter, YouTube, and LinkedIn
  • Efficiently manage your online brand and business reputation
  • Develop a flexible social media plan and useful company policies
  • Drive business growth and opportunity for improvements
  • Integrate social media with SEO

Owners and managers typically know their business the best. Thus, our technicians conduct market research, goal development, account setup, customization, and optimization in conjunction with the company leaders. The desire is to conduct a thorough assessment in order to understand the customers, values, and goals of each business. This approach communicates a consistent brand across all digital assets; providing an online presence that is a natural extension of the business itself.

Social Media Goals

As with any marketing initiative establishing and maintaining campaign goals are essential to measuring progress and success. Since social media can be used to accomplish an abundance of purposes for your company, you will want to know these in advance, and build campaigns around and specific to them.

Here are a handful of goals to consider when considering the right social media campaign for your business:

Expanding Sales

Sales, even for non-profits, should always be a primary goal, but there are many ways to get there. Determine at the start of your social media campaign whether you are looking to increase traffic and awareness, or whether you want to push sales. It is possible to create campaigns to achieve each specific goal.

Growing Subscribers

Social media is a great way to achieve several business goals, but looking for ways to get people off social media and back to your site should always be part of your strategy. Doing so allows your business and brand to market to your customer from platforms in your control.

Brand Awareness

With all the tools available today, it is fairly easy to spread your message across multiple social platforms. This allows you to reach an unprecedented number of people – something that was unheard 15 years ago without spending a fortune on an international ad campaign.

Website Traffic

If you have a website, then you likely already know the importance of traffic. While traffic is not the end goal for a social media campaign, it is a necessary action in the process of converting customers.

Initially, driving traffic to your site from your social media accounts is an excellent primary goal. However, you will then require a plan to turn your visitors into shoppers once they arrive on your site. Directing people to take the desired action is an ongoing process of improvement, such actions include: purchasing a product, reading your blog, clicking a download, commenting, signing up for your newsletter, sharing your content, or interacting with your brand for an extended period.

Connect with Customers

It is almost guaranteed your customers frequent at least one of the social media platforms online, so why not go to where your customers are hanging out and engage with them there? Just by asking, you could elicit a ton of useful information from your social customers.

Choosing The Right Social Platform

Knowing your social media objectives is only half of your overall strategy. Picking the correct social media platforms for deployment is vital. One way to determine the right platform is to learn within which tense your clients are communicating.

Knowing that different platforms are targeting people at various stages of the purchase decision process will help you in deciding which platform will provide the best results.

One of our technicians can help you pick the correct platform in order to target people communicating in the past, present or future. Are your customers talking about something that has happened, is currently happening, or something that they want to have happened?

Paid Social

Initially, as platforms like Facebook were building up their user base, a user could get wide-reaching engagement with a well written organic post. These days, every primary social media platform has adjusted their algorithms to encourage users to purchase first impressions and user clicks. Social networks are a business, and the easiest way to increase advertising revenue is to reduce the effectiveness of organic reach, forcing users to advertise to reach the same number of fans they reached organically. There are some benefits to this shift in the market.

For example, when using Facebook, the number and type of people that see your message in their newsfeed can be accurately predetermined (e.g., 200 managers that like fast food in Austin, Texas). This level of consistency and specific engagement combined with the frequency you interact with your fans is dramatically increased with a Paid Social campaign. A Paid Social campaign will increase the likelihood and rate at which your fans will interact with your page. So, aside from posting flexibility and participation, the only other way to expand reach is through ads.

If you’re a small business without the time or team to consistently post and orchestrate a full and productive social media campaign, then you should considering opting for a paid play campaign instead of spending hours trying to gain and reach followers organically.

Pay to Play

In the end, although it depends on factors like your goals, budget, workforce, skill set, and knowledge of social media best practices, setting aside a budget for an adequate Paid Social campaign should be apart of every strategy.

Social Media Campaign Setup

Whether you are running a strictly organic campaign or you have (wisely) integrated some paid social spending into your campaign, you still need to build out your channel on your social network of choice. “Building out” means setting up the channel correctly from the start by looking for opportunities for improvement, adding the proper copy and images, strategically filling in company info, and optimizing for industry keywords.

When Stikky Media comes onboard, we ask all new clients to submit our detailed Intake Form. Our intake, specially created by the senior staff at Stikky Media, provides our team with information about your company’s current online properties, goals, and statistics about your competitors.

Stikky Media uses this information to create a targeted social media campaign. This includes choosing the social platforms that will give the best ROI, as well as monthly monitoring and reports on those channels. Since engagement on social media is the primary contributing factor to the amount of reach a particular post will get, monitoring and responding to interactions such as likes, shares, and comments are essential to success.

Social Media Optimization

The most significant difference between paid and organic social media campaigns is how Paid Social allows an advertiser to micro-target groups. With a paid post, you can target demographics like age, gender, location, language, interests, behaviors, connections, birthdays, and even place of work. With so many targeting options available, it means that there are many variables to test and tweak, which ultimately means a greater Return On Investment (otherwise known as ROI).

Whether your social media strategy is organic, paid or a combination, one thing is for sure, you should always be monitoring your campaigns looking for the most significant possible ROI.

Paid Social vs. Paid Search

Paid advertising on social media must be treated very differently than Paid Search (also known as PPC and pay-per-click) campaigns — such as Google Adwords. The mindset of each platform’s user is different. It is straightforward what users are searching for on Google AdWords; often they are ready to buy with their phone in one hand and wallet in the other. However, for someone who is surfing Facebook, advertisements while checking in on their friends and family could be seen as an intrusion. But a well-timed ad — custom written to a specific user group — may not feel like an ad at all, which can move a person from Facebook to your site. With Google, writing ad copy that speaks to your identified keywords is a much more straightforward process.

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