Social media are interactive computer-mediated technologies that facilitate the creation or sharing of information, ideas, career interests, and other forms of expression via virtual communities and networks_Wikipedia

For individuals, social media is used to keep in touch with friends and extended family.

Some people will use various social media applications to network career opportunities, find people across the globe with like interests, and share their thought, feelings, insight, and emotions.

For businesses, social media is an indispensable tool.
Several businesses and Companies use the platform to find and engage customers, drive sales through advertising and promotion, gauge consumer trends, and offering customer service and support.

In today’s modern workplace, business and social media go hand in hand. It not only allows you to quickly address customer concerns, but it also allows to you gain new customers. Social sites are great platforms that can be used to reach new sales goals.

You can’t just create a video, post it on Facebook, and expect it to generate tons of awareness, engagement, and sales. You need to put thought and structure behind the content you create and share on social media profiles before you start seeing results.

How do you now go about it, using your social media to its full potential? Well, It depends on your goals. Keep reading

  • Content

This is the main substance in any digital marketing campaign; social media channels ignite that content and help in spreading. What this means for marketers is that content must be at the core of your digital marketing initiatives. Content is what people find when searching on Google.

Content is what people share on social media channels. It is how brands tell their story and connect with customers which ultimately drives leads and sales.

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But you can’t just create a video, post it on Facebook or your WhatsApp Status and expect it to generate tons of awareness, engagement, and sales.

You need to put thought and structure behind the content you create and share on social media profiles.

These tips will help you in maximizing content in social media.

1. Know Your Audience

Its important you know your audience, if you don’t know who your audience is, how will you ever connect with them?

Most brands have an understanding of their audience’s demographics – age, gender, religion, ethnicity. But you have to go beyond these statistics to get a better understanding of their interests, needs, mindsets, and behaviors to truly make a connection and become an important part of their lives.

In addition to the standard methods of audience discovery – industry research, focus groups, and brand surveys – you can also use social media data to build audience personas, social referrals to your website, and question-and-answer sites are just a few of the sources you can use to learn more about your audience.

2. Provide Value

Your content must provide some type of value to your audience. That value could be beneficial knowledge on education, increased productivity, entertainment etc. To the consumer, it shouldn’t seem like marketing, even though we know it is by nature. It’s providing long-term awareness and brand recall.

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It’s making sure your brand is right there at their reach, you will be the first brand that comes to mind when its time to make decision.

3. Look Beyond Facebook and Twitter
Creating valuable contents doesn’t automatically mean users will come your way immediately and engage with your brand as a result. You must draw attention to the content through owned, earned, and paid methods across a variety of channels, not just the big ones.

Ask yourself how else you can maximize the value of each piece of content and each campaign: Can you make the content more visible and sharable on your website? What other social channels does your audience use besides Facebook and Twitter? Can you use sites that accept submissions of specific content, like for infographics or for contests? How much are you able to pay to distribute your content on sites such as Outbrain or Taboola? Are you using Google+ to link to content on your website? (If the answer is no, I urge you to start today.

Google+, while lacking in the engagement department, has a major impact on organic ranking.)

4. Measure Success
Before creating a single piece of content or posting anything on your social media, determine the objective of your content and what metrics you will use to measure performance.

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Start by identifying this 5 important metrics: awareness, consumption, engagement, actions, and SEO impact. While the specific metrics will vary based on your strategy, objectives, and resources, some common ones are:

•Awareness – impressions, reach, mentions
•Consumption – clicks, visits, referrals
•Engagement – likes, shares, time on site
•Actions – leads/sales, PDF downloads, newsletter sign-ups, site navigation
•SEO Impact – increased organic site traffic and activity, increased organic backlinks, increased engagement on specific content pieces.

By learning who your audience is and how you can provide value to them, identifying additional distribution channels, integrating SEO, and creating a solid plan for measurement, you can ensure your content has enough fuel to inflame across social media and other digital marketing channels to maximize social media usage.

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