It is a challenge to define the User Experience for a guide to social media marketing today. Some of us have been using social media personally and professionally for more than 10 years. Writers know to put themselves in the mind of the reader, and we hope to provide some value with this guide. Perhaps you are not active on social media yourself. Therefore, it may be hard to wrap your arms around using it for business purposes with user experience. That makes sense, but 2.307 billion people globally are active social media users. That number was reported in January 2016. And it’s still growing. There is a big difference between connecting with friends and family on social media and using it for business, so that’s the approach we will take. Posting and engaging with customers and prospects is not like re-kindling that old high school flame.
The first thing to know is that it is very easy to get caught up in the vanity metrics of social media networks like how many people like your posts on Facebook or how many followers you have on Twitter. While you definitely want to build an audience on these channels, you need to have real goals for these efforts. Start by looking at your business goals with user experience. If you are looking to drive leads for a B2B company, online sales for a B2C company, or store traffic for a retail establishment, you need to do the same thing with social media. And don’t forget about building an email list.
Again, engagement and audience building are important, but your overall goals need to align with the rest of your company. This way, when you succeed, it is done in the same context as others in the marketing department. Before we dive into our topic for the day, there are a couple of social media marketing topics that are beyond the scope of this guide. We will focus on traditional social media channels, but the growth of messaging apps like Snapchat,
Facebook Messenger, and WhatsApp are significant. We are also in the early days of marketers using those platforms. If you are trying to reach a younger audience, or have a significant presence in Asia, seek out information about those platforms.
The second big topic we will not be covering in this guide is social media advertising. Even though many brands have seen their organic reach decline over the years, and have used paid posts to get their updates in front of their audience, it is more important to first understand the basics of social media publishing and engagement. Read this guide, ‘The guide to social media marketing’, to discover some key strategic considerations.