Authenticity and Relevance in Social Media Marketing

Authenticity and Relevance in Social Media Marketing_Business Rewritten

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You want your firm’s social media posts to be authentic and reflect your core company values and areas of expertise that your firm offers.

As we head into the fourth quarter of 2016 and look towards planning ahead for your 2017 marketing strategies, social media has become more of an expectation than a nuance for almost all companies and associations, regardless of industry type. According to the 2015 YTD statistics from Kleiner Perkins Caufield & Byers (KPCB), American adults are spending 51% of their time per day on mobile digital media. In addition, the 2016 Business Insider Intelligence Social Engagement report found that 20% of the total time spent online per day in the U.S. is on social platforms. In order to reach your potential client/customer/membership base and capture a percentage of their time spent on social media, companies must establish a social media presence.

One of the first questions my clients ask me once they have recognized this need for a social media presence, is “What do I post on Facebook, Twitter, Instagram, LinkedIn, Snapchat, etc?” I then spend the next twenty minutes or so asking them questions such as:

  • What are your core company values?
  • What areas of expertise does your company focus on?
  • What do you want your potential clients to know about you?
  • Describe the demographics of your ideal clients/customers/members

The answers to these questions obviously vary given the type of company or association sitting across from me in the conference room, but all of these answers relate to authenticity and relevance in social media marketing.

Authenticity and Relevance in Social Media Marketing_Business RewrittenYou want your firm’s social media posts to be authentic and reflect your core company values and areas of expertise that your firm offers. As a construction firm, you do not want to be posting about the latest brain surgery tactics or trending cat videos – rather focusing on innovative building techniques, your firm’s philanthropy in construction and the latest statistics influencing the construction market.

You also need to ensure that your firm’s social media posts are relevant to both your firm and to your potential client/membership base. As an engineering firm, what do you want to portray to your clients?

  • Your firm’s reliability?
  • Flexibility in a team structure?
  • Ease of use for design document collaboration?

Then take the time to define your ideal client to ensure your target social media demographics align with your ideal client/member demographics.

Written by: Julie Wanzer, LEED AP

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