According to Hootsuite and We Are Social’s report, The Global State of Digital 2022, there are 4.62 billion active social media users in the world today, which represents 58.4% of the planet’s population. As such, it’s clear that a strong social media strategy plays a central role in the success of a brand’s online presence, and, ultimately, the brand’s online success.
In a world where the need to build a digital presence continues to grow, target audiences and potential customers can access brands by simply scrolling on their phones for a few seconds. With that idea in mind, here is a deeper dive into how brands can best approach the implementation of an impactful social media strategy to thrive in today’s digital world.
1. Identify the right platforms In order to effectively measure campaign social media strategy success, the best practice is to start by defining your target audience, and then identifying the ideal platforms to reach them. At the very least, social platforms will have the basic details of their audience demographics, so understanding this information is an immediate advantage when deciding which channels to use when marketing your brand. For example, if a brand targets the baby boomer generation, choosing a social media platform to grow a page that is known to have a majority share of the Gen Z population might not be the most effective choice. Similarly, brands that want to connect with audiences in a real-time format often turn to my company, Twitter.
2. Drive online conversation above and below the line There are strong benefits to both organic and sponsored content. If a business is just starting out, it makes sense to begin with organic marketing on social media. On the paid side, we have seen many successful ad campaigns on Twitter that defined the brand’s identity and enhanced public reputation in this region. Smart video partnerships like Twitter’s Pre-Roll Sponsorship allow brands to connect with a single premium publisher with a custom alignment, allowing brands to access a specific audience and build guaranteed brand association. Meanwhile, marketers are finding the need to be even more agile with online marketing strategies than ever before, so the requirement for organic marketing techniques remains strong. There are often circumstances where trends in a conversation occur in the blink of an eye, for example, off the back of a brand campaign or live event. So for a brand to tap into that same consumer conversation, its drivers need to think and work fast, given that the topic will not have been included in the annual marketing calendar.
3. Experiment with engaging content formats In terms of content performance, video remains king. Our data shows that there are more than two billion video views on Twitter each day, which is a number brands really can’t afford to ignore. Social platforms usually have readymade content options for brands where they can enhance their social media strategy through paid promotions. For example, Twitter Promoted Ads can support a range of media formats that come in varying subcategories, including Image Ads, Video Ads, Carousel Ads, Moment Ads, and Text Ads. The beauty of some of them is that to the consumer eye, they appear native and a natural fit within organic content, so sometimes users may not even realize that the content is following a sponsored agenda.
4. Create tailored content for target audiences Understanding what content your target audiences want and applying it to your social media strategy will keep followers engaged. Social media opens the door for brands to speak directly to customers. The content posted by a brand tells its story, and can contain varying degrees of information, passion, inspiration and promotion, while helping to establish its position in the market.This means creating relevant, engaging and inspiring content for audiences can have a strong impact on public perception. When the Saudi national team qualified for the FIFA World Cup, KSA-based brands jumped into the conversation on Twitter to congratulate the players, including @McDonaldsKSA and @ShgardiKSA. This associated both brands with a globally trending conversation surrounding the World Cup, and importantly, appealed to their followers.
5. Craft a unique tone of voice and set brand pillars It is imperative to create a tone of voice that is distinct in a cluttered space when attracting new audiences and retaining them. Brands can succeed in their quest to engage people by featuring their service or product, but “selling it” shouldn’t be the only objective. Brands that do well on social media tap into the wider context of where their product or service fits, and by posting a variety of relevant and appealing content. So, the focus of the product or service itself is still there, but in a more subtle way. If done well, you secure emotional engagement, positive brand association, and, ultimately, brand loyalty. In terms of choosing a brand voice, be sure to create guardrails to consider your customers and sector, checking out competitors’ content, testing and reiterating. Deciding on brand pillars as part of a social strategy is essential for success. These pillars define how a brand is consistently communicating through messaging, which enables the brand’s platforms to stick to a set agenda to authentically communicate with their target audiences. These are also used across a brand’s website and in press materials, and can act as a reference point when curating annual marketing agendas.
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打造能够提升品牌线上影响力的社交媒体策略：操作指南强大的社交媒体策略在品牌的在线影响力以及最终的在线成功中起着核心作用。
根据 Hootsuite 和 We Are Social 联合发布的《2022 年全球数字现状报告》，目前全球活跃社交媒体用户达 46.2 亿，占全球人口的 58.4%。由此可见，强大的社交媒体策略对于品牌在线形象的成功，乃至最终的在线成功，都起着至关重要的作用。
在当今世界，建立数字化影响力至关重要，目标受众和潜在客户只需在手机上滑动几秒钟即可接触到品牌。鉴于此，本文将深入探讨品牌如何才能制定并实施有效的社交媒体策略，从而在当今的数字世界中蓬勃发展。
1. 选择合适的平台为了有效衡量社交媒体营销策略的成效，最佳实践是首先明确目标受众，然后确定触达他们的理想平台。社交平台至少会提供其受众的基本人口统计信息，因此了解这些信息对于决定品牌营销渠道至关重要。例如，如果品牌的目标受众是婴儿潮一代，那么选择一个以Z世代用户为主的社交媒体平台来发展页面可能并非最佳选择。同样，希望与受众实时互动的品牌通常会选择我的公司——Twitter。
2. 线上线下双向互动自然流量内容和付费内容都各有优势。对于初创企业而言，从社交媒体上的自然流量营销入手是明智之举。付费方面，我们看到许多成功的Twitter广告活动不仅塑造了品牌形象，还提升了品牌在该地区的公众声誉。像Twitter的前置广告赞助这样的智能视频合作模式，让品牌能够与一家优质发布商建立定制化的合作关系，从而触达特定受众，并建立稳固的品牌联想。与此同时，营销人员发现，他们需要比以往任何时候都更加灵活地制定线上营销策略，因此，自然流量营销技巧的需求依然强劲。很多时候，话题趋势转瞬即逝，例如，在品牌活动或线下活动之后。因此，品牌要想抓住消费者的讨论热点，其决策者必须快速思考和行动，因为相关话题可能并未列入年度营销计划。
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3. 尝试更具吸引力的内容形式就内容表现而言，视频依然是王者。我们的数据显示，Twitter 上每天的视频观看量超过 20 亿次，品牌绝对不能忽视这个数字。社交平台通常会为品牌提供现成的内容选项，品牌可以通过付费推广来增强其社交媒体策略。例如，Twitter 推广广告支持多种媒体格式，并细分为不同的子类别，包括图片广告、视频广告、轮播广告、动态广告和文字广告。其中一些广告形式的优势在于，在消费者看来，它们与自然内容浑然一体，因此用户有时甚至不会意识到这些内容带有赞助目的。
4. 为目标受众打造定制内容了解目标受众想要的内容，并将其应用到社交媒体策略中，能够有效提升粉丝的参与度。社交媒体为品牌打开了与消费者直接沟通的大门。品牌发布的内容讲述着品牌故事，可以包含不同程度的信息、热情、灵感和推广，同时也有助于确立其市场地位。这意味着，为受众创作相关、引人入胜且鼓舞人心的内容，会对公众认知产生深远的影响。例如，当沙特国家队晋级世界杯时，沙特阿拉伯的品牌纷纷在推特上发文祝贺球员，包括@McDonaldsKSA和@ShgardiKSA。这使得这两个品牌与全球世界杯热议话题紧密相连，更重要的是，也吸引了他们的粉丝。
5. 打造独特的品牌语调并确立品牌支柱在信息爆炸的时代，品牌要想吸引和留住新受众，打造独树一帜的品牌语调至关重要。品牌可以通过展示自身产品或服务来吸引用户，但“推销”不应是唯一目标。在社交媒体上表现出色的品牌会充分利用产品或服务的定位，并发布各种相关且吸引人的内容。因此，产品或服务本身仍然占据中心位置，但方式更加巧妙。如果运用得当，就能建立情感联系、积极的品牌联想，并最终赢得品牌忠诚度。在选择品牌语调时，务必设定一些指导原则，例如考虑客户和行业，研究竞争对手的内容，并进行测试和迭代。将品牌支柱纳入社交策略是成功的关键。这些支柱定义了品牌如何通过信息传递保持沟通，使品牌平台能够坚持既定议程，与目标受众进行真诚的交流。这些内容也会在品牌的网站和新闻稿中使用，并且可以作为制定年度营销计划的参考点。