Category Archives: Social Media

How to get social media right – part 3

Social media campaigns need to be carefully aligned with traditional advertising, from messaging to timing executions. All digital marketing disciplines need to be in harmony with social media too.

Africa is the mobile advertising world's sleeping giant

Facebook ad targeting

Get your ad targeting right. Use Facebook’s clever targeting abilities such as custom audiences – once a user visits your site, you can show them your ads on Facebook. Once you have a custom audience, you can expand your ads’ reach with automated lookalike audiences, thereby targeting people with similar variables as those of your custom audience. 

Social media optimisation

Social media optimisation can mean different things to different marketers. Some think it is about getting the most out of your social media and others believe it is the optimisation of the relationship between your social media and your website or blog.

Website Google search listings that aren’t adverts are impacted by the quality of said websites’ content. Content that resonates with its intended audience will be shared often on social media. So, indirectly social media impacts SEO or search engine optimisation.

Blog vs website vs social media

A brand’s blog generated awareness and consideration, while its website is mostly about performance – sales are driven, while social media augments both the website and the blog with brand and performance social ads and social content.

Learnings from social campaigns

One can learn a lot from social media campaigns; what messaging works and the detailed breakdown of your customers. This, in turn, can help you craft blog content that resonates more with your customers.

Breaking news’ impact on Twitter and Google Search

Social media and Google search are more connected than most think. Data reveals that when news breaks, people usually turn to Twitter or Facebook first, followed by Google search.

I believe Twitter is great for live news but as breaking news unfolds, people turn to Google search to find in-depth articles on the subject. One way Google strives to be a real-time source of news is to provide a stream of live tweets in its search results.

It all comes together

One should not treat social media in isolation – it must work closely with Google Search Marketing, the website, blog and traditional advertising to get the most out of it.

How to get social media right – part 2

Social media, especially Facebook, is an excellent source of highly-engaged website visitors. I’ve studied one of SA’s top 5 online content contributor’s website, over its lifespan at the time, and visitors via Facebook drove high levels of engagement, followed by visitors via Twitter.

This is exactly what you want; people engaging with your website or blog content, whether it is to sign up for a newsletter, buy a product via a website.

How to get social media marketing right. Image courtesy of Freepix.

Brand vs Performance Social Media

So, a social media post must be visually appealing, but is that all? A social media post must also be clear in its intention.

Engaging with your customers properly will result in generating revenue and building online brand awareness or consideration. Split these concepts into separate campaigns.

There must be a clear split between which social campaigns are ‘brand’ and which campaigns are about revenue or ‘performance’, each with their own objectives. However, they need to be aligned with one another to optimally complete the purchase funnel for a brand to achieve its overall goal of driving revenue.

You don’t want mixed messages; the brand social media will fulfil the awareness and consideration phase of the purchase funnel, while the performance social media will close the deal to sell more products or services. Your performance campaign will be less effective if the brand campaign doesn’t generate sufficient awareness and consideration.

Brand campaigns should be about reach, video views and website visits, with a call-to-action such as “learn more”. Performance campaigns should be about Cost Per Acquisition for app installs, online shopping or leads, with a CTA of “shop now”.

That’s it for part two, look out for part 3 soon.

How to get social media right – Part 1

How to get social media marketing right. Image courtesy of Freepix.

To paraphrase David Sable (Global CEO of Y&R agency), social media is nothing new, we’ve been socialising around office water coolers for decades.

So, simply put, normal social interaction norms should apply in a different format online as they do offline. Sticking with the water cooler metaphor – if you start a new job you would not try sell your Tupperware goods from your side business at your first opportunity. You would act normal, be friendly, chat about everyday things, add value to a conversation. Then maybe once you’re well acquainted with your colleagues you’ll hint at selling your Tupperware. It’s the same for social media.

An imaginative, original and relevant creative idea, as well as artwork, are crucial to successful interaction. A strong creative concept is vital. Get the artwork spot on or fail. 30% of the brain’s cortex is dedicated to sight vs 8% for touch and 3% for hearing. Facebook posts should be short, visual and created with the right audience in mind.

Stand out from the vast amount of social chatter, including your competitors, and grab attention. To do this you also need the help of ads. If you don’t spend enough on ads your reach and engagement will be minimal.