Social Media Marketing: Learning Strategies in Social Media to Build Your Business

I will say openly:

Social media is a marketing tool that is exaggerated.

Look at the statistics, it seems amazing ...

... in 2015 there were 38 million internet users in Indonesia, 79% of whom were active using social media at least once a month.

Lots, right?

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But in practice this is not the case.

Most people who do social media marketing give up in a matter of months. Because there are no positive results they get to their business.

Failed.

Wait a minute ... I straightened it before the protest.

Social media marketing is not bad. Many people fail because it is very easy to get stuck on the wrong track when using social media.

Only this is usually done (and taught):

• Create an account, decorate with photos & complete the profile
• Create interesting posts to get likes / retweets

That's not enough. 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 is like.

1. Determine ONE main social media

One, not 2, not 3...

Why is it only one? Isn't it much better?

It is true. Ideally the more we appear before others, the faster we will be known.

But there are a number of considerations to consider:

1. Time
2. Cost
3. Human power
4. Science

If you don't have a 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 be aware of the reasons in chapter 2.

In essence, you as a new player will not be able to be directly active on many social media at once. This will actually have a bad impact.

Therefore, choose social media based on:

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Size: bigger is better, but not necessarily
Audience: where the majority of the people you target
Content: an effective place for videos, images / photos, text is not the same
Let's discuss them one by one.

This is a graph of the use of social media 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 the use of social media in Indonesia based on age range (2013):

From these 2 graphs, it can be seen that Facebook is the most superior social media compared to some other competitors.

Does this mean Facebook is the best?

It could be ... but not necessarily.

Size and age are two main factors in determining social media for marketing purposes. In this case, Facebook and Twitter are superior.

But this is still influenced 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.

Almost everyone is on Facebook in a variety of interests and ages. Most likely your target market is also on Facebook.

But because of the huge volume, Facebook has a strict filter. Organically, only less than 1% of people who follow your Page will interact.

Therefore, you might rely heavily on advertising.

In addition, the type of content on Facebook is more diverse. There are many choices ranging from just text, images, videos, and links. If you use Facebook, it's a good idea to not focus only on one type.

Last. The frequency of content on Facebook is low, but the quality must be high.

Use Twitter if:

Your target market is young.

Like the graph above, Twitter is more popular in the age group 18-35 years. Moreover, it is very rare to use Twitter.

(But the longer age group will be evenly distributed)

On the one hand, Indonesian Twitter users are more interested in short and casual content. On the other hand, there are also many Twitter users who prefer links to websites.

So, look back at what you market and what your content is like.

If what you promote can be consumed in 140 letters or can attract other people to visit your website, use Twitter.

Because there are no filters, reaching followers on Twitter is easier than Facebook. Therefore, the frequency of content on Twitter should be higher than Facebook.

Use Instagram if:

What you market can be presented in beautiful photos.

If you can't provide beautiful photos or if something that you are marketing cannot be used as a photo, don't use Instagram.

The age group on Instagram is also currently lower. Based on the graph above, Instagram users in Indonesia who are more than 45 years old are almost non-existent.

Instagram is easy to manage with Facebook or Twitter.

This is because content on Instagram is mostly only in the form of images. The 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.

Use Google+ if:

You have content on the website and want to get high rankings on Google.

What is unique from Google+, when your followers use Google Search, the search results from the people they follow will get higher rankings.

So even though Google+ isn't crowded, it's still worth using.

In some industries, there are communities on Google+ that are much more active than Facebook. You should try to find this community, if you have one.

Use LinkedIn if:

You are a B2B, business to business. Not B2C, business to consumers.

In other words, use LinkedIn if your target market is a business, not an individual. This is because LinkedIn is filled with professionals and business owners.

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.

Something relaxed:

There is something serious:

Nothing wrong, both are good. But there are 2 things that must be considered:

Which reflects your business

Which is right for your audience

Especially because in Indonesia we have standard language and social languages. Make sure you choose the right one, and use it consistently.

If your target market is mature, it will be strange to use language that is too relaxed.

Oh yes, 'serious' doesn't mean 'stiff'.

The words you use on social media will reflect your business. Nobody likes to be friends with people who speak stiffly like robots.

Here are some personalities that you must specify at the beginning:

source:blog.bufferapp.com

To choose which personality you should use, answer the following questions:

1. If your brand is human, what is your personality like?
2. What is the character and style of speech of your audience?
3. What kind of relationship do you want to build with them?
4. What is the purpose of your content? What personality is right for the content?
5. What impression do you want to get from others?

3. Content strategy for social media

This is the most important part in social media marketing.

Without having interesting content, everything you do on social media will be useless.

There are many things that can be discussed about content. More specific to each social media will be discussed in the next chapter.

For now, we will discuss the basic concept.

Success in social media marketing is determined by 3 things:

1. Content quality
2. Posting time
3. Post frequency

Although the quality is high, but if you are wrong in choosing the time, the results will be less than optimal. Similarly for frequency / number.

Not only that…

... we already know some types of content: text, links, images and videos.

It turns out that not all types of content will get the same amount of interaction. 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, this is the type of tweet that gets the most retweets:

The percentage above is an additional number compared to the usual tweet.

So tweeted with the hashtag getting + 16% instead of regular tweets, photos getting 35%, video 28% and so on.

On Facebook is a little different ...

... this is the type of post that gets the best results on Facebook:

The data above is the result of analysis from Locowise.

Links get the largest number of reach, up to 18% for Pages that have likes over 10 thousand. Followed text and photos with a range between 7-11%

Therefore, if you want to reach many people on Facebook try using a link.

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 is the content of the link, photo, and text?

Based on this article from HubSpot, here are the types of content that get the most share to social media:

1. List-post: article in the form of a list [22.14%]
2. Why-post: article explanation of 'why' [22.32%]
3. Videos: [18.94%]
4. How-to: guide article [18.42%]
5. What-post: explanation article 'what' [17.88%]

So the conclusion, the post that gets the biggest reach in social media is the one in the form of a link. The most popular link contains articles in the form of lists (examples).

There is more…

... based on the analysis carried out by OKDork and BuzzSumo on 100 million articles, it turns out that the one who gets the most share is the one who can evoke feelings.

This is the feeling that gets the most share:

The highest feeling is:

1. Awe (amazed)
2. Laughter (funny, laugh)
3. Amusement (entertainment)
4. Joy (happy)
5. Anger (angry)
6. Empathy (empathy)

The best type of post is a link to a list article (list post) that includes a photo and is able to arouse 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.

Frequency and time of posting

As explained earlier, the optimal frequency for Facebook, Twitter and other social media is different. There are better things if there are many, some are better not 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 it's time ...

... busy hours or empty hours, which is more optimal?

Not that easy.

If we write during peak hours, then our content will be quickly covered by others. Finally not seen. Whereas in empty hours only a few people are active.

The answers vary depending on who your target is.

It's the best time to make a tweet to get the most clicks, based on Buffer:

There is no specific research for Indonesia, but we can use this as a reference.

For Facebook, you can see directly from the page you have.

Like this example:

From the picture above, it turns out the GuideIM followers are most online at 9 pm. Because it's the best time to make a post around 0-2 hours before.

Again, this number varies depending on the demographic.

Because of this, it's best to check for yourself the optimal time for your posts.

3. Create a routine schedule for social media

Social media marketing is not a one-time, but sustainable job.

No matter how good your content is, if it's only done once in a while it will never work. Followers will forget about you.

One more…

... social media marketing is not just making content.

There are other work that MUST be done, some of which are:

1. Interact with followers and influencers
2. Content planning
3. Statistical and goal analysis
4. Planning and experimentation

To simplify the process, please follow this daily, weekly and monthly assignment:

Daily tasks:

1. Reply to comments, messages and comments that enter
2. Monitor keywords
3. Publish / schedule new content
4. Look for ingredients for new content
5. Looking for people who have many followers (influencers)
6. Interact with influencers
7. Interact with followers
8. Make images for content
9. Creating content for the community

Weekly assignments:

1. Analyze content in the past week
2. Analysis of the increase and decrease that occurred
3. Analyze predetermined goals and objectives
4. Hashtag analysis
5. Organize events (webinars, Twitter chat, etc.)
6. Looking for a new community
7. Website optimization for social media

Monthly tasks:

1. Check the goals that have been made
2. Create a new goal
3. Planning a new experiment for the next month
4. Update profile photo, description, bio
5. Adjust the frequency and schedule of posts

Thats all...

Hopefully, all of those points can help your business graph increase gradually.