For many companies, associations and organisations, a presence in the social media has long been a standard communication measure. No wonder: In mid-June 2018 Instagram reached the mark of one billion active users and despite all data scandals, the number of monthly active Facebook users rose to about 2.38 billion in the first quarter of 2019 (source: Statista.com and AllFacebook.de). But it is becoming more and more difficult to stand out from the multitude of content and fight for one of the much sought-after places in users' feeds and timelines. In order to inspire the target group with relevant content, tailor-made topics and formats are the key to success.
Dialogue instead of communicative one-way street
Twitter, Instagram and Co. are wonderful ways to carry your content out into the world. But that alone is not the purpose of social networks. Rather, it is a matter of perceiving the posts and comments of others and of relying on genuine, dialogue-oriented interactions. Companies must respond to the individual comments of their followers, ask questions and gather inspiration for their next content in the statements of their target group. Interactive formats such as surveys help to animate users. Through targeted campaigns, such as product tests, companies can also promote the creation of user-generated content and network with other accounts via shared hashtags.
Close to the target group thanks to social listening
The monitoring of keywords, emojis and punctuation marks provides valuable insights into what moves your audience, which topics are currently relevant and how the mood develops. The better companies keep an eye on users' posts and comments, the better they can tailor their communication to the wishes and needs of their target group. If service requests are frequently received for a specific product, a video tutorial, for example, can provide real added value for your followers.
Organic reach combined with social media advertising
With social advertising (social ads), companies from all industries and sectors can significantly increase their reach on social networks and the Internet. The target group can be precisely defined on the basis of demographic and psychographic data, and sponsored content is often more strongly perceived in social media than on traditional channels. The better the content played fits the individual user, the higher the success rate, measurable as click rate, playback time or conversion. The target group can be expanded with data twinning. It is therefore worth the effort and care to invest in the definition of the target group, the selection of formats and the elaboration of content.
