Social Power: 6 Things You Should and Should Not Expect from Social Media

4. Do expect to employ analytics tracking to develop best practices.

All businesses should justify their marketing efforts. Given the nature of social media, it has stumped many CEOs when it comes to grasping the benefits and long-term value in lieu of other tactics that meet short-term ROI goals. But instead of measuring a return on investment, focus on a return on influence.

Direct customers to Facebook and offer a sales incentive (i.e. save an additional 10%). Now your existing customer, with the ease of one click, “Likes” or “Follows” you, and relates the positive experience of ‘instant rewards’ with doing so.

This is an excellent way to track social media success and maximize branding. Automatically your business is exposed to that customer’s friends, family and other brands they “Like” … and the list continues.

5. Do expect to build a community.

Social media is powerful. So much so, that it can help you build an army of brand advocates. Similar to word-of-mouth (WOM) advertising, it’s common to see loyal social consumers advocating a brand when they’re acknowledged, rewarded, and offered relevant information that pertains to their interests; especially if you include an exclusivity element. In contrast, generic, promotional content doesn’t appeal to a real human being.

People want to be apart of something that is unique, engaging and personal.

Social consuming has become the norm. Today’s consumer wants to buy via “advertainment” as opposed to advertisement. Consumers want to engage with a brand, get feedback from friends, interact with a brand’s app, and recommend products to their friends.

Fun Facts: 

• 55% of consumers are already looking for product information through social media.

• 74% of social consumers use social media to recommend products to their friends.

6. Do expect to look better than your competitors.

If your small business offers services, you need to have an excellent social media presence. Customers who are searching for the service you offer will feel more welcome, comfortable, and confident in your brand if your social media presence is top notch. And if your competitor is doing the bare minimum (or nothing) on social media networks, who’s more likely to get the sale? That’s right, you!

Get in the conversation today, build brand loyalty, integrate social media into your online marketing efforts, and don’t forget:

• Today’s consumer expects your small business to have an extraordinary social media presence.
• Social networks aren’t just platforms you have; they are platforms you should use often with the intent of providing value.
• Measure social media efforts in terms of influence rather than investment. How powerful is your return on influence?
• Every brand has a different experience with social media as an online marketing tool. Do the best you can with the resources you have, and never compromise the quality of your social content.

Connect with Ashley on Facebook.

Ashley Ranger is the founder and CEO of /excelamktg, a Los Angeles based social media marketing firm specializing in online marketing, social media campaigns, digital PR, web design, and more. /excelamktg is also the creator of ‘Social Media on a Budget’, a web series focused on teaching small businesses how to maximize their social media presence.