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Using Social Media Effectively During A Pandemic

Updated: Aug 12, 2021

With the new COVID-19 variants, things are changing by the day, and it is impacting how we market our goods and services. The good news is that all the major platforms - Facebook, Twitter, LinkedIn, Instagram, and others - report more people are visiting their sites than ever before. Which means they can help market your business more effectively.

While these statistics tell us social media remains a useful marketing platform, because of the pandemic now gripping the world, marketers must use their social media marketing prudently, but as effectively as possible. Here’s how:

Have a goal.

Many organizations venturing into social media for the first time are not totally sure how to use the mediums effectively. For instance, the goal of a start-up may be to test the waters, see if visitors respond to their postings, and perform A/B testing to see which posts are the most effective.

The goal of an established company, on the other hand, maybe much more specific: they want to boost (or maintain) sales, expand into a new geographic area or industry sector, or just generate more sales.

Platforms to use.

Knowing which social media platforms to use is often the number one reason clients come to us. They know about all the major social media sites mentioned earlier. But, are those the best sites for their products and services? All to often, they are not. For example, the younger generation have drifted away from Facebook, reaching out to newer platforms such as Instagram, TikTok, and Snapchat.

Furthermore, if this is an organization marketing around the globe, they need to know that in India, WhatsApp is very popular, and in China, WeChat and Weibo are favorites. Knowing which platforms to use is key to digital marketing success.

Content Strategy.

Let's say we know our goals, and we also know which platforms will likely prove most effective. Now what kind of content should we place on those platforms? Much depends on who your target market is and the products and services your organization provides.

For instance, when it comes to health issues, many sites find that articles written by experts or thought leaders, with links to more articles and resources, prove most effective. However, what we are also seeing is combinations of content - articles, videos, and graphics - often proving very effective. Usually, we can help our clients develop content strategies based on who they are and who they are trying to reach. People over thirty-five, for instance, tend to prefer articles; under thirty-five, videos and graphics.

Also, remember, social media was designed to be a two-way street: brands and consumers interacting. Fortunately, many of the platforms notify us if someone has commented on a post. It is very important to follow up with a comment, and if possible, a comment that generates even more dialogue. Doing so often attracts more visitors to a post and improves your ranking on the social media site.

Whether you want to use your social media more effectively, increase brand recognition, or improve brand loyalty, DS&P is your one-stop shop for all your digital marketing needs.

If you’re interested in getting started, but aren’t sure where to begin, you've come to the right place. Contact us below and we will discuss your options.

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