What is Social Media Marketing
Social media is a marketing tool that is too exaggerated.
Take a look at the statistics, it looks amazing…
In 2016 alone there were around 43 million internet users in Indonesia, 82%
of whom actively use social media at least once a month.
But many give up when it's been 1 month or 3 months, there are reasons that
it's difficult, tricked, less bona fide and many more.
Why is it that on average 8 out of 10 people fail at social media
marketing? Because this is all they usually get from seminars or online
training there:
- Create an account, decorate it with photos & complete the profile
- Create interesting posts to get likes/retweets
That alone is not enough. So not enough.
So that your efforts are not in vain, please continue reading. In this
guide you will learn what a real social media marketing strategy looks
like.
1. Define one main social media
One, no more.
Why only one? Isn't more the better?
It is true. Ideally, the more we appear in front of other people, the
faster we will be known.
But there are some considerations to think about:
- Time
- Cost
- Human power
- Knowledge
If you have no problem with all four, please choose more than 1.
Social media marketing is not simple. Not just posting funny tweets or
uploading meme pictures. And most importantly, it is not automated from
social media A to B.
You will find out why in chapter 2.
In essence, you as a new player will not be able to immediately be active
on many social media at once. This will actually have a bad impact.
Therefore, choose social media based on:
- Size: the bigger the better, but not necessarily
- Audience: where is the majority of the people you are targeting
- Content: effective place for videos, images/photos, text is not the same
Let's discuss them one by one.
This is a graph of social media use in Indonesia from
We Are Social:
Facebook occupies the highest position as social media with the highest
number of users, followed by Twitter.
Furthermore, the following graph is a graph of social media use in
Indonesia by age range (2015):
From these 2 graphs, it can be seen that Facebook is the most superior
social media compared to several other competitors.
Does this mean Facebook is the best?
Could be… but not necessarily.
Size and age are indeed the 2 main factors in determining social media
for marketing purposes. In this case, Facebook and Twitter are
superior.
But this is still influenced again by your audience and industry.
To further ensure your choice, let's look at the characteristics of each
social media:
Use Facebook if:
You don't want to bother.
Nearly everyone is on Facebook of varying interests and ages. Most likely
your target market is also on Facebook.
But because of the huge volume, Facebook has strict filters. Organically,
only less than 1% of the people who follow your Page will engage.
Therefore, you may be relying heavily on advertisements.
In addition, the types of content on Facebook are more diverse. There are
many choices ranging from just text, images, videos, and links. If you use
Facebook, it's a good idea not to focus on just one type.
Final. The frequency of content on Facebook is low, but the quality must
be high.
Use Instagram if:
What you market can be presented in beautiful photos.
If you can't provide beautiful photos or if something you're marketing
can't be made into a photo, don't use Instagram.
The age group on Instagram is also currently lower. Based on the graph
above, there are almost no Instagram users in Indonesia who are over 45
years old.
Instagram is easy to manage alongside Facebook or Twitter.
This is because the content on Instagram is mostly just pictures. Images
you upload on Instagram can be reused for content on Facebook or
Twitter.
In addition, the level of interaction by followers on Instagram is much
higher.
2. Set the personality you use
If you follow several brand accounts on social media, you will definitely
realize that the personalities of these accounts are different.
Some are relaxed:
Something serious:
Nothing wrong, both are good. But there are 2 things to watch out
for:
- Which one reflects your business
- Which one is right for your audience
Especially because in Indonesia we have a standard language and a social
language. Make sure you choose the right one, and use it
consistently.
If your target market is an adult, it would be strange to use language
that is too casual.
Oh yes, 'serious' does not mean 'stiff'.
The words you use on social media will reflect your business. Nobody
likes to be friends with someone who talks like a robot.
Here are some of the personalities you should define at the start:
To choose which personality you should use, answer the following
questions:
- If your brand were a person, what would their personality be like?
- What is the character and style of speech of your audience?
- What kind of relationship do you want to build with them?
- What is the goal of your content? What personality is right for the content?
- What impression do you want to get from other people?
3. Content strategy for social media
This is the most important part of social media marketing.
Without having interesting content, everything you do on social media
will be useless.
There are many things that can be discussed regarding content. More
specifically for each social media will be discussed in the next
chapter.
For now, we'll cover the basic concepts.
Success in social media marketing is determined by 3 things:
- Content quality
- Selection of posting time
- Post frequency
Even though the quality is high, if you choose the wrong time, the
results will not be optimal. Likewise for frequency/amount.
Not only that…
…we are familiar with several types of content: text, links, images, and
videos.
It turns out that not all types of content will get the same number of
interactions. Certain types of content will get more
likes/shares/retweets.
Let's discuss them one by one.
Types of posts on social media
Based on official data released by Twitter, these are the types of tweets
that get the most retweets:
The percentages above are additional numbers compared to regular
tweets.
So tweets with hashtags get +16% over regular tweets, photos get 35%,
videos get 28% and so on.
On Facebook it's a little different…
…here are the types of posts that get the best results on Facebook:
The data above is the result of analysis from Locowise.
Links get the greatest amount of reach, up to 18% for Pages with over 10K
likes. Followed by text and photos with a range of between 7-11%
Therefore, if you want to reach many people on Facebook, try using
links.
Content theme
From the graphs above, we already know that links are the best type of
content for social media marketing. Followed by photos and text.
But what does the link, photo, and text contain?
Based on this article from HubSpot, here are the types of content that
get the most shares on social media:
- List-post: article in the form of a list [22.14%]
- Why-posts: ‘why’ explanatory articles [22.32%]
- Videos: [18.94%]
- How-to: guide articles [18.42%]
- What-post: 'what' explanatory articles [17.88%]
So in conclusion, posts that get the greatest reach on social media are
in the form of links. The most popular links are those that contain
articles in the form of lists (examples).
There is more…
…based on an analysis conducted by OKDork and BuzzSumo on 100 million
articles, it turns out that the ones that get the most shares are those
that are able to evoke feelings.
These are the feelings that get the most shares:
The highest feeling is:
- Awe
- Laughter
- Amusement
- Joy
- Anger
- Empathy
The best type of post is a link to a list post that includes a photo and
is capable of arousing feelings of awe.
Ideally like that,
But in practice, you have to combine it yourself. Because not all
industries, target markets, and demographics have the same
interests.
Post frequency and time
As explained earlier, the optimal frequency for Facebook, Twitter, and
other social media is different. There are those that are better if there
are a lot of them, there are also those that should not be too much.
This is the optimal frequency for each social media:
- Facebook: maximum 2x a day and 5-10x a week
- Twitter: 5x a day or more
- LinkedIn: 1x per day and 20x per month
- Google+: maximum 3x a day
- Pinterest: 5x a day or more
- Instagram: 1-2x a day or more
That's for frequency, now is the time...
…rush hour or idle hour, which is more optimal?
Not that easy.
If we write during peak hours, our content will quickly be covered by
others. Finally invisible. Meanwhile, during empty hours only a few people
are active.
The answer varies, depending on who your target is.
This is the best time to tweet for the most clicks, Buffer-based:
There is no specific research for Indonesia yet, but at least we can use
this as a reference.
For Facebook, you can see directly from the Page that you have.
Like this example for the IM Guide Page on Facebook:
From the picture above, it turns out that most GuideIM followers are
online at 9 pm. Because it's the best time to post about 0-2 hours
before.
Again, these numbers vary by demographic.
Therefore, you should check the optimal time of your posts yourself.
3. Create a regular schedule for social media
Social media marketing is not a one-way job, but ongoing.
It doesn't matter how good your content is, if you only do it occasionally it will never work. The followers will forget about you.
One more…
…social media marketing is not just creating content.
There is other work that MUST be done, here are some of them:
- Interact with followers and influencers
- Content planning
- Statistical analysis and goals
- Planning and experimentation
To make the process easier, please follow these daily, weekly and monthly tasks:
Daily tasks:
- Reply to incoming mentions, messages, and comments
- Perform keyword monitoring
- Publish/schedule new content
- Looking for material for new content
- Looking for people who have a lot of followers (influencers)
- Interact with influencers
- Interact with followers
- Create images for content
- Create content for the community
Weekly tasks:
- Content analysis in the past week
- Analysis of the increase and decrease that occurred
- Analysis of goals and objectives that have been determined
- Hashtag analysis
- Organize events (webinar, Twitter chat, etc.)
- Looking for a new community
- Website optimization for social media
Monthly tasks:
- Check the goals that have been set
- Create new goals
- Planning a new experiment for next month
- Update profile photo, description, bio
- Make adjustments to the frequency and schedule of postings
Social Media Marketing Guide
Happy! Now that you understand the basics of social media marketing, Good Luck and Success to You All ^^
Mylha
Luck is what happens when opportunity meets preparation.