What Is Social Media?
C’mon, do we really have to explain it?
Social media is what the young’uns do. It’s how we pass the time at Culture Cube when we’re supposed to be teleconferencing (that’s a joke — please don’t report us).
Merriam-Webster defines social media as:
forms of electronic communication (such as websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (such as videos)
That’s a mouthful so let’s break it down. Social media includes:
- Broadcast platforms like Twitter.
- Video sharing platforms like YouTube.
- Profile and networking platforms Facebook and Instagram.
- Image sharing platforms like Pinterest.
- Discussion boards like Reddit.
- Review sites like Yelp.
- Short video sharing platforms like TikTok.
- B2B and professional sharing platforms like LinkedIn
Social media = electronic platforms where people can meet, share content and information, and communicate.
Why Social Media for Business?
Kids use social media to communicate with each other and grandparents to reach their grandkids.
Social media shapes public opinion: Twitter is as influential as any traditional media outlet.
According to Statista, social media use among Americans exploded from 10% in 2008 to 82% in 2021.
And if you’re in the right kind of business, social media offers an easy and affordable means to promote your brand, display your product catalog and services, post links to new blog content, and stay in touch with folks who aren’t finding you through Google search.
The marketing rulebook of 1997 is as dated as tail fins on cars.
Social media has changed the rules of marketing and human interaction. We communicate in real time with people we’ve never met.
You can use social media for good or ill. On the plus side for business, social media can:
- Establish customer trust.
- Help you manage your reputation.
- Garner customer opinion and give you new insights.
- Place brand management in the palm of your hand.
Social Media Advertising
During a June 2021 survey fielded in the United States, 35 percent of respondents stated that their purchasing decisions were influenced by social media ads; among respondents born between 1998 and 2006 (Generation Z), the share stood at 50 percent. (Source: Statista)
When people follow or connect with a brand on social media, they’re more likely to consider that brand as they make a purchase. It’s yet another argument for social media marketing, especially for manufacturers and retailers.
The two most common forms of social media marketing are:
- Organic reach: Growing your brand presence on social media through content and engagement.
- Paid reach: Using social media advertising to target new audiences with laser precision.
Both have their place in a modern marketing strategy.
Organic Reach on Social Media
Organic reach uses engaging content and direct interactions with customers to promote your brand on social media.
You’re not paying to boost your posts or advertisements. Instead, you’re relying on the platform’s native features and algorithms to show your content to people who might be interested in it.
The downside of organic reach is that it can be hit or miss. You’re at the mercy of the algorithms, which change constantly. What works today might not work tomorrow.
Organic reach also takes time and effort. You have to post high-quality content that resonates with your audience and do it consistently.
Paid Reach on Social Media
Paid reach uses social media advertising to pinpoint new audiences. It’s much more predictable than organic reach.
When you’re running ads or paying to boost your posts, you have much more control. You can target people by location, age, gender, interests, and behavior.
The downside of paid reach is that it can be expensive. If you’re not careful, you can quickly burn through your marketing budget with little to show.
Paid reach also requires a bit of trial and error to get right. Finding the right mix of targeting options and ad types that work for your business can take time.
With nearly 2 billion monthly active users (MAUs), Facebook is the largest social media platform in the world and an excellent way to reach potential customers through targeted ads on Facebook and Instagram (owned by Facebook).
Twitter is a real-time news platform with more than 330 million MAUs. Twitter’s Promoted Tweets and Promoted Accounts can help you reach people who might be interested in your business but don’t yet follow you on Twitter.
With over 500 million members in 200+ countries, LinkedIn is the world’s largest professional network. LinkedIn Ads can target a specific audience of business decision-makers with your message.
Which Is Better: Organic or Paid Social Reach?
The answer to this question depends on your goals, budget, and resources.
If you’re just getting started with social media marketing, organic reach is a great place to start. It’s free (or relatively cheap) and doesn’t require much time or effort to start.
Paid reach can be expensive, but it’s much more predictable and precise than organic reach.
If you’re unsure which option is right, start with organic reach and experiment with paid reach once you’ve built up a following.
Culture Cube’s Approach to Social Media
We don’t do busy work.
We don’t post just to post — only when there’s something of value. We won’t tweet “Hello y’all!” to the world, but we will post information on Facebook about your free gardening lectures.
We keep information current.
Nothing looks worse to a social media user than a neglected social media profile. And having a Facebook profile with incorrect business hours and links to your website is worse than no Facebook page at all. At the very least, we’ll keep your business name, logo, description, and links up to date.
We offer social management as an add-on.
For most Culture Cube clients with local service areas, Google My Business listings and search engine optimization are the main drivers of phone calls and revenue.
Social media management is lower on the totem pole of priorities. We invest our time where it does the most for your business.
That said, we monitor trends, and if the totem pole ever flips, we’ll let you know. There may come a time in the not-so-distant future when even local businesses must be active on social media to survive. When the time comes, we’ll be ready.
In the meantime, we offer social media management as an add-on to our core services. We’ll create and manage one or more of your social media profiles for a low monthly fee.
This service includes:
- Profile setup and optimization
- Regular updates with new content
- Monitoring and responding to comments and messages
- Generating leads through profile visits and calls-to-action
- Social media advertising on demand
We track your social performance
We use analytics tools to track your social media profile visits, interactions, and leads. We also monitor your Google My Business listing for performance. The data inform our decisions about what content to post and when.
Let’s Talk about Your Business Goals
The first step is a conversation. Let’s discuss your business needs and goals. Then we’ll craft a proposal to help you reach those goals through social media marketing and other services at Culture Cube.
Send us a message or call today.
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