SOCIAL MEDIA & APPS Strengthening
However, greater success comes from more mundane matters. While knowing your target audience is crucial, you need to post content consistently and reliably. Using the services of scheduling software, you can release your content on the same day or days and at the same time on that day. Using the same tone and general approach means you will be spotted and expected in a social media feed.
“The most important trend is that the content needs to be personal. Therefore, doing all you can to present yourself as real people will work well.”
What is most important is to maintain your authenticity. You want to be true to your business values and vision. Avoid those spammy competitions and flippant shares of low-quality memes that might offend. Make sure the material on your social media is of a quality that would make you proud. Be polite to your customers and avoid engaging with negativity. Better still, be known as the brand that is happy to positively engage with those customers that choose to comment. It means more to people than you realise to know they have been heard.
For those who are not digital natives, it is easy to worry about social media. There seems to be stories every week about how something or other has gone wrong or caused concern. While there are definite dos and don’ts when it comes to using social media, there has been much to celebrate for those who made the most of its opportunities in 2020. It has become the most essential channel when accessing a socially-distanced marketplace.
“The content you share in 2021
will have a significant impact on your success.”
The route to success with social media comes with an understanding of the best practice. Those who have had the most impact have used the tool creatively. Look at the #KFCAdminIsBored competition, which asked Twitter users to guess the Admin’s favourite music. While it seems quirky, it is fun and entirely on-brand with the target market. It also prompted user-generated content, which is virtually free marketing that doesn’t feel salesy. Genius.
28 | Tomorrow’s Retail Floors
If you are persuaded that social media is a crucial part of your business plan, you need a strategy. Unlike other marketing channels, which stay relatively consistent, social media trends change year on year. One of the strengths of using a specialist social media marketer is they will be on top of the trends that will get you noticed and keep you relevant.
The trends for 2021 are unsurprising. The most important trend is that the content needs to be personal. People are craving contact with others. While we have thrived in the digital world, there is a sense of disconnect that cannot be denied. Therefore, doing all you can to present yourself as real people will work well. One way to do this is to give some behind-the- scenes insights and turn your employees’ endeavours into stories that people can follow. And remember to reply to comments that are positive and embrace your values.
COVID also continues to be an unsurprising trend for 2021. The pandemic and its consequences are still with us. Therefore, you need to do what you can to demonstrate that you are adapting and thriving in this new normal. Tell people about the push for delivery services or your use of contactless payments. Social media can be your means of reassuring your customers and clients.
www.tomorrowsretailfloors.com
Harvey Morton is a digital expert and founder of Har
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A young entrepreneur, Harvey grew his business from a £25 enterprise loan to Harvey explores social media’s role in the success o
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