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BizReport : Social Marketing : January 08, 2016

Top 4 tips to improve your social media strategy

Social marketing is expected to get even hotter in 2016 as more consumers adopt not only smartphones but phablets. One expert shares his top 4 tips to a stronger social media strategy.

by Kristina Knight

1. Enhance your advocacy efforts.

"Engagement shouldn't be limited to your customers. Employees are most companies' least tapped marketing tool and their greatest potential advocates. By activating your own teams to share company materials and relevant industry news, your brand can extend the reach of your efforts, deepen your position in the marketplace and improve overall brand perception," said Andrew Caravella, VP of Marketing, Sprout Social.

2. Dive into visual platforms.

"As marketers, we all know how important Facebook and Twitter are in reaching customers, but visual platforms are on the rise in both popularity and functionality for brands," said Caravella. "Platforms such as Instagram and Snapchat appeal to people because they offer easily consumable and fresh content. More visual services will quickly become a standard outlet for retailers, fashion brands and other companies that want to sell products within their apps."

3. Leverage user-generated content.

"By following, interacting with and encouraging user-generated content, marketers can better understand what their customers want to see and build credibility among their fans. Coca Cola is a great example of this. Marketers can learn a lot from Coca Cola's "Share a Coke" campaign when consumers were asked to post their pictures sharing a coke on social channels. Coca Cola then used user's photos and even attributes their sales increase to the encouraged sharing that drove the campaign," said Caravella.

4. Use social media for customer service.

"If your brand is still only blasting out promotional messages through social, you're ignoring the medium's inherent strength: the ability to create a dialogue with consumers. Your customers are craving and expecting your brand to respond on social yet, according to the Q4 2015 Sprout Social Index, brands responded to fewer than 17 percent of social messages last year. If brands are more responsive to inbound message, they'll see great success with promotional messages too," said Caravella.

Image via Shutterstock

Tags: social marketing, social marketing strategy, social media tips, Sprout Social

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