Facebook and Twitter and Instagram, Oh My!

Social media can be overwhelming for some businesses, you have to think of new content to draw current and potential customers to your page regularly in order to increase interest around your business and the products or services you sell.  But how effective are your posts on the different outlets?  Which outlets are more effective for a business to utilize?

The answer to these lies in what type of content you’re providing and how you dedicate resources to social media.  When we think of social media we think along the lines of Facebook, Twitter, and Instagram.  Now you have other outlets such as SnapChat, Pinterest, Tumblr, Vine, and even LinkedIn.  Overwhelmed yet?  Don’t be, although the number of social media outlets are increasing, it doesn’t mean that it is more time consuming.  Picking which outlets will work best for your business is key, but if you want to use as many as possible, or all, you can do that too.  Just make sure the content you’re pushing is pulling customers into your store or to your website.

Let’s start with Facebook.  So you have a business page with 5,000 likes, do you know how many of those 5,000 people will actually see your posts?  Based on the current analytics tools, you’re likely to reach about 16 percent, or 800 people.  When looking at the amount of likes, this is a small number, but there’s also other matrices at work here.  Facebook users can opt to “unfollow” a page or person, meaning that they only see their posts when they go directly to their page.  Others may not see your posts because it doesn’t fall within their main interests.  Any of your posts can be “bumped” to reach outside of your current following, this will cost you money, but if you’re working on expansion, it could be worth it.

Instagram is more of a visual media outlet, users  can follow specific people or businesses that post images that interest them.  The addition of “hashtags” allows users to search for specific content they want to see at the time.  This is the perfect platform to showcase images of new products, or even draw attention to how hard your service department works.  Take a picture of the guys hard at work on customer units, add a catch phrase to it, some hashtags to include the different product lines you carry, and now you have something that has the potential to draw in more followers and interest in your business.

Twitter is a great place for sharing blog posts and asking questions to generate conversations with your followers.  You have 140 characters to get your message across, but sometimes less is more, right?

No matter if you choose one outlet or multiple outlets, think about the type of content you’re generating.  Don’t let every post be something for sale, add in pictures of customers who purchase a unit from you, think about generating a blog that gives information on riding destinations and riding tips, show what’s going on around your dealership and let followers get to know your staff and what they do, and of course post any events your dealership is putting on or sponsoring.  If you don’t feel you have the time to dedicate to multiple social media sites, but want to use as many as possible, look into a social media management tool such as Hootsuite where you can post to multiple outlets from one source.  Most of all, think of what you want to see when you go on Facebook, you’re in the powersports industry because of a passion you have, so use that passion to reach your followers, regardless of the platform.

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3 thoughts on “Facebook and Twitter and Instagram, Oh My!

  1. Hi Jennifer,

    You are so right that social media platforms can be difficult for companies to keep up with because they need to continuously come up with new content to draw current and potential customers to the site. It can be hard to consistently keep up with social media sites, but also keep them fresh, new, and engaging. Companies need to be sure to choose the right platforms to market their business and products, or the social media site will fail. It is important to remember that the most popular social media sites sometimes are not the best platform for all organizations to use because it will depend on the consumers. I do not think it would be the best option for companies to use any or as many sites as they can, but to make sure the sites they are running are consistent, popular, and engaging. I like that you mentioned that even though a Facebook page has 5,000 likes, does not mean all 5,000 users are seeing each post. I follow a few different pages on Facebook, but will not see any posts unless I actually go to the page (which is not very often). Obviously the more followers the better, but getting people to the page is also extremely important when advertising. Now, having a lot of followers on Instagram is a little different of a story. Not all users will check all of their Instagram posts every day, but if they are checking, your photos or videos are coming up on their feed. This is important because the picture or video is what is going to grab a consumers attention, and the caption is what will keep them on the post. Also, when using Instagram, make sure to use popular hashtags that people may look through, because that will help to gain more followers. Twitter is the same way as Instagram in a sense that if people follow you and are looking at their feed, your post will pop up. Make sure the tweet is appealing because you are right that short is sweet, so if the tweet is engaging people are sure to read it. Also, use good hashtags to get more followers! It is very important that when using social media platforms, switch posts up! For the Instagram site I run involving high school athletes I post different pictures and videos each day showing teams, individual players, plays, scores, information of upcoming events, and more. If the posts remain the same, people will notice and get bored. I love your point about being passionate, because if people see that your social media platforms are passionate about an organization, they will feel more passionate as well and remain engaged.

    Great post!
    Heather

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  2. Hello-

    I think you are right about being more personal with post and that every post shouldn’t be salesy. Businesses should use social media channels to connect with consumers, if they are all pitching products that will eventually turn people away. I think that’s a great idea to show people using products and to add a caption with it. People in general want to feel connected to brands and having post that stick and are appealing is what counts.

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  3. One the facts I came across in my research was the difference between eCommerce and social commerce. eCommerce is a wholly controlled commerce by the company’s whose website you are using and the activity involved while social commerce is initiated by the consumer. Social commerce is an activity that results from both consumer and company. It is where the consumer is looking for more information about the product than is initially available and they find this by communicating with friends, acquaintances , and marketers. (Donovan Dillon, 2014,06,19.) So it seems to me that basically the premise that social media is not about you any more is in fact correct
    Another site I found, voices ten beliefs that are held by one Sandeep Krishnamurthy, who has posted a list of ten facts that are held true regarding “The Role of the Consumer in Marketing.” Words that I believe every marketer should take to hart.
    Dillon, Donovan,2014,06,19, Difference Between e-Commerce and Social Commerce< retrieved from http://www.modsocket.com/blog/differences-between-e-commerce-and social-commerce
    Krishnamurthy, Sandeep, faculty@washington.edu/sandeep/wwb.pdf

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