Business Communication Skills for Managers Module 10 Social
Business Communication Skills for Managers Module 10: Social Media
Common Social Media Platforms
Facebook • • Facebook primarily serves to connect people, which makes social media ideal places for companies to connect with their customers in a way that feels personal How can I start a Facebook Marketing campaign? • Watch video by Amy Landino to see how!
Instagram • • • The top users of Instagram tend to be individuals interested in creating a personal brand. This interest in a personal brand has grown as celebrities have become increasingly popular in advertising Endorsements from a celebrities Instagram account seem more genuine than in an ad on TV or in the newspaper
Twitter What is the appeal of twitter? • It can quickly and concisely reach an audience • You can include images and videos in your tweets • Hashtags help you to reach a larger audience • Twitter was originally created as a business tool!
You. Tube Pros and cons of You. Tube Pros: • • • Ease of use Integration with other social media and websites Massive audience Cons: • • • Data capturing and privacy concerns Sheer size and volume of content requires careful placement Creating videos requires unique skills and tools when compared to business writing
Additional Social Media Platforms
Linked. In • • • Linked. In focuses on recruiting and finding talent Individual users build profiles similarly to a personal resume, and are able to search for new jobs and work Quick and easy strategies for recruiting on Linked. In: • • • If you find a candidate that looks perfect, you can send them a request to connect alongside a message, exlaining the position that you think they would be interested in If you have a 2 nd or 3 rd level connection, you can ask the person you’re connecte to make an introduction, and move from there If you’re doing a lot of recruiting , it might be worth it to get a premium account
Pinterest • Pinterest is an excellent platform for viewing and disseminating content organized visually by theme • Users can search for things, as well as “pin” things to their own boards (the boards are essentially folders of content) What are the drawbacks of using Pinterest? • Limited gendered audience • Perceived usage is based around DIY projects, not products • The interface is comparatively confusing and difficult to navigate
Snapchat • • • Snapchat is largely oriented to Millennials and Generation Z • So it is most useful for businesses targeting this demographic! Snapchat ads are short and to the point Filters placed on Snapchat pictures can overlay a brand message or promotion Interestingly, Snapchat marketing appears to be more effective than other common platforms.
Google Plus Google
Selling Your Products
Product Launch • • • Number one reason most use social media, is to bring attention to a new product or service Various tactics when announcing a product or service launch • Design a hashtag, organize a countdown, develop consistency across platforms, have clear call to action When choosing which social media platform to use, consider target audience and type of message
Spotlight Products • • We work to use real, compelling, and authentic narratives to promote interest in our organization, given product, or to increase interaction between customers Key questions: • Netflix and Kohls do a good job of this • Make sure to remain authentic, and don’t focus on making the “perfect” brand • • Is the message or post authentic? How easy have they made it to interact? • • Using humor Highlight possible outfits
Sales and Events Advertising a Sale: • Create interest and excitement, by spotlighting size of sale or highlighting reason for sale Features to Increase Sales: • Unique features to promote sales, such as embedding a “buy” button or link in social media message • • Easy to buy on social channels, consider paid accounts Pinterest has different tutorials, reaches to Millennial or Generation Z, Snapchat uses similar features
Building Your Brand
Cultivate Community • • • Something like change in ownership could be expressed in a simple announcement on social media, then forwarded by customers Loyal customers blur line between internal and external Issue of authenticity in social media is challenging, as some exchanges may be hollow or misunderstood Important to be transparent with messaging Goal of having more meaningful exchanges on social media
Create a Sense of Affinity • • Affinity is “a liking to something, often naturally o spontaneously” Creation of narrative or story is related to affinity and authenticity Difference between the three • • • Affinity: spontaneous liking to something Authenticity: natural realness Story or narrative: compelling description about person Storytelling organizations describe a great story, and attempt to use that story to energize customers
Company News • • Change in senior leadership, ownership, or other large nonproduct or service oriented announcement Organizations across a divide between external and internal customers and integrate everyone into an audience Customers themselves drive company interaction, and in doing so they integrate into company business Loyal customers may talk about company items on their own social media
Quick Review Social media is used to: • Bring services or products to market, and increase awareness • Engage customers, often with respect to service issues • Encourage “buzz” or interest around company and products Top tier of social media: Facebook, Instagram, Twitter, and You. Tube Second tier: Linked. In, Pinterest, Snapchat, Google Plus
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