Your main campaign theme must translate well across all channels, not just social media
If all you’re posting about are things your members can participate in or purchase, all you’re trying to do is sell
Correct use of social media A simple marketing campaign might comprise leaflets, posters, email, newspaper, radio, website updates and social media, with all of these considered integral and inter-dependent elements of your overall marketing communications mix. Your main campaign theme and message should therefore translate well across all these channels, including social media. Social media is the only part of your
marketing that’s both interactive and accessible to anyone, so you should use it as a way for potential customers to get to know you better. Social media’s key role from a business point of view is to make companies easier to relate to, adding a personal touch to what they do.
October 2014 © Cybertrek 2014 Importantly, social media isn’t a
broadcast medium. We’ve all been guilty of it, putting sales messages on our social profi les with last-minute promotions. The instantaneous nature of social media also makes it an attractive option for panic selling. However, the short-term benefi t
often doesn’t outweigh the long-term detriment. When social isn’t kept ‘social’, you’ll fi nd engagement soon dwindles. A simple indicator of this is how many likes/retweets/+1’s you get for each of your posts. If you’ve noticed this drop, it’s time to do something about it.
What type of posts? There are easy ways to communicate with your different user groups.
Members want to give feedback, they
want to relate to messages, and they want useful information. They don’t want sales messages or constant alerts about classes. A simple rule we use is commonly known as the 2-4-1 rule, which is that for every seven posts you create for your social media:
• Two should offer content concerning your business. Remember to keep it
social, tell a story and involve your audience. A great method for engaging your audience in this scenario is tagging some of your fans in your posting – a common method used by entertainment profi les such as The LAD Bible.
• Four should offer topical information – a news article about the latest diet
to sweep the nation, for example, or Read Health Club Management online at
healthclubmanagement.co.uk/digital 49
PHOTO:
WWW.SHUTTERSTOCK.COM/PIO3
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102