Introduction
The most recent data indicates that 53.5 million French people were active on social networks in 2022, with an average time spent of 1 hour and 46 minutes per day. Globally, 54% of the population uses at least one social media platform. Faced with these impressive figures,
How can your business take advantage of this opportunity?
What strategies can you put in place to strengthen your presence on these networks?
It is crucial for brands to ask themselves these questions and act accordingly.
For the first time in 2021, the advertising budget allocated to social media ads surpassed that of television. Brands have thus become aware of the growing importance of social networks in their communication strategies. Today, a company uses on average at least two social channels. In terms of engagement, Instagram stands out as the best performing network, displaying a rate of around 4.21% per subscriber. In addition, 71% of Internet users who have had a positive experience with a brand are likely to recommend it. Faced with the many opportunities presented by these platforms, marketing teams are stepping up their efforts to improve their visibility.
What are the benefits of an increased presence on social networks?
With 85.9% of French people active on these platforms according to Médiamétrie, social networks are essential for businesses. Having a presence on one of these platforms has several advantages:
- Generate qualified traffic to the company website;
- Maintain privileged relationships with the community;
- Collect valuable information about users, such as email addresses;
- Build brand awareness through user recommendations, etc.
How to improve your presence on social networks?
Professional use of social networks differs greatly from personal use. The company must carefully consider each publication, establish an editorial line, maintain a regular publication rhythm and offer quality content.
1. Identify the social networks suited to the target
Given the diversity of platforms available, it is tempting for a company to want to use them all. However, some may not correspond to its activities. To determine the most relevant networks, the brand must ask itself several questions:
What types of content will I publish?
What age group are we targeting?
Is this a B2B or B2C business?
2. Use hashtags in posts
Initiated by Twitter, hashtags have become powerful tools for natural referencing. They allow Internet users to easily find a company’s content by searching for a keyword. This concept is now standard on all social platforms. However, it is crucial to know the best practices for use. For example, on LinkedIn, it is recommended not to exceed three hashtags.
3. Multiply partnerships
Even if a business page shares quality content, it may not be enough if it does not receive an adequate number of views. On social networks, sharing is an effective tool to increase visibility. To achieve this goal, a company can use affiliation and an influencer strategy.
4. Offer engaging content
On the Internet as on social networks, content is king. The majority of platforms favor visual content. Thus, a post accompanied by an image has more chances of being seen and shared than a text without visuals. Companies that regularly produce videos, articles and podcasts benefit from a competitive advantage. It is also possible to share relevant content found on the networks on the company account.
5. Adapt the content according to the platform
Each social network has its own codes. Companies often make the mistake of distributing the same content on all platforms. However, the audience of each channel has different needs. For example, Twitter favors concise messages, while Facebook and LinkedIn are more welcoming of longer articles. Similarly, Instagram favors videos and images.
6. Maintain communication with the community
The goal of a social network is to encourage exchanges. For a brand, a page must encourage customers to interact. Engaging in conversation with your community is one of the most effective ways to strengthen your presence on social networks. This dialogue helps build a more human relationship and establish customer trust.
7. Hire a community manager
Implementing all these actions requires time and skills. If the company does not have the necessary resources internally, it can consider outsourcing the management of its social networks to a community manager. Their main missions include:
Interact with the community;
Publish content regularly;
Improve brand awareness.
8. Use advertising with caution
All the tips above are aimed at increasing social media presence organically. However, a brand can also use sponsored posts. Before adopting this strategy, the marketing team should set clear goals, for example, increasing the conversion rate of leads on a specific offer.
