Some Social Media Marketing Do’s and Don’ts

In the ever-growing world of social media, user experience and customer services play a very vital role. Your social media accounts are a meeting ground for your community where they can voice both for their love as well as for their grievances for your brand. So it is important you manage your social media accounts sensibly in order to have a good rapport with your community, fans, customers and clients. And a professional Arlington social media marketing agency will help you in managing your social media marketing properly.

To help you out, your Arlington social media marketing agency will follow some do’s and don’ts for immediate social media engagement with your community on social media. Let’s have a look at them.

Do’s of Engaging on Social Media

Address the user by their name and customize your reply to the community member. You should strive to have a conversation that feels as you are one among them.

You should be transparent with your users. In case they have asked you to solve any problem, you should ask the particular user to message you privately and solve the problem off the channel. You should be honest and clear.

Being consistent on your brand voice

When responding to your users queries, be consistent with your brand voice. Any efforts that will tint your image should be prevented.

Being knowledgeable and thankful

Before solving any problem, make sure you have read the problem and understood the situation properly. You should have a perfect knowledge of your brand and offer accurate responses to your customers queries and issues.

Don’ts of Engaging on Social Media

Remember, nobody likes to talk to a robot. Your users would like to speak to a human. So do not give the same response to every user. Be specific and customize each response to the customer you are talking to.

Being ignorant and silent

Make sure to address every post, even if the post is negative towards your brand. Every comment brings an opportunity for a positive integration. Of course, you should avoid responding to comments that are political, vulgar, or damaging to any other community.

You should not post contradictory information when responding to people and ensure everyone is treated in the same way.

These are some handful do’s and don’ts your Arlington social media marketing agency will keep in mind when handling your social media marketing. Along with social media, they will also act as your Arlington web design or SEO Company depending upon your digital marketing needs.

Source

http://www.sooperarticles.com/internet-articles/social-media-marketing-articles/some-social-media-marketing-dos-donts-1567157.html

Taking Social Media Marketing to the Next Level

TECHNOLOGY

Taking Social Media Marketing to the Next Level

Social media is so ingrained in today’s culture that we forget Facebook is already a teenager, while Snapchat has just graduated preschool. Other social media — including LinkedIn, Twitter, YouTube, Instagram and WhatsApp — have joined them to gain an impressive user base. In the second quarter of 2017 alone, 110 million people started using social media for the first time, increasing total users to 2.9 billion globally.

Beyond their initial role as vehicles for communication and social expression, however, each social media application has also become a revenue-producing engine. And marketers have been eager to pay for access to a social media audience that is not only growing quickly, but is enriched with data that enables targeting around individuals’ likes and dislikes, demography, affinities, buying behaviors and much more.

Even setting audience growth aside, Facebook could be considered the greatest data management platform ever built, because its users self-declare demographic and psychographic information on a daily basis. Every Facebook “like” and “follow” represents extremely powerful third-party data for brands to harness.

The impact of social media on top line sales is undeniable. A recent study shows that social media is now the primary driver of all website referral traffic. U.S. social commerce sales — purchases made directly from social media posts — grew from $3 billion in 2012 to $14 billion in 2015. The most up-to-date marketers are riding the wave, spending $31 billion on social media ads in 2016 — nearly double what they spent just two years ago. And while Facebook continues to dominate the space, all social media platforms are advancing monetization strategies around their expansive user bases.

Most marketing executives have been scratching their heads as to how to take social media to the next level and show a measurable return on investment in it. Indeed, only 16.3% of CMOs report having the ability to quantitatively show the impact of social media on their business; in a seeming contradiction, they expect to expand social media spend by 89% in the next five years.

We’re now at that Holy Grail point where with social media, marketers can gain a measure of offline return on ad spend by taking sales data and matching it within Facebook to determine whether a product was purchased by someone who had seen an ad. And where POS data isn’t available, geo-based targeting and tracking is an alternative optimization strategy. This scenario drives people toward in-store coupons pages, for example using geo-fencing to measure “directions to the store” page visits.

We’d like to share some additional ways marketers can optimize their return on the investment they make in social media.

Targeting
An important recent innovation in marketers’ use of social media has been the ability to allow first-party data to be easily and inexpensively ingested in multiple ways. Examples of this capability include Facebook’s Custom Audiences, Twitter’s Tailored Audiences, and Snapchat’s Snap Audience Match. It is possible to align campaign objectives by audience within these platforms, either by using offer ads to reintroduce a brand to audiences who have not made a purchase in the last 6 to 12 months, or by introducing new products and increasing purchase frequency with dynamic product ads. Targeting has thus reached a level of granularity that is producing better results for every dollar spent.

A logical next step for marketers using social media for targeting is lookalike audiences — that is, prospects that have many similar attributes to your top customers. Lookalike targeting isn’t a new concept — all platforms have their own methods of reaching “similar audiences”— but none of them seems to have extrapolated to having insights about the modeling and what is behind it. Rather than relying on one platform, marketers might consider leveraging a social ad-tech solution such as 4C Insights.

There are two reasons why this is a good idea. First, there is no certainty that first-party audiences will match demographically with lookalike audiences, since factors such as age, gender and location may be equally weighted among likes and interests within the algorithms. Second, and more obviously, the platforms will sometimes inflate the cost-per-impressions on their lookalike audiences.

Brands need to make sure that they have the Facebook pixel installed on their website — something that may seem obvious, but in fact many sites don’t have this tracking code properly integrated. Facebook’s remarketing pixel can help target all site visitors for up to 180 days at a granular level, giving brands a leg up in their targeting efforts.

Measurement
Even with today’s data-driven approach to marketing, many brands are still using outmoded performance measures such as shares and likes, which do not translate into return on investment. Now there are ways to report on actual business goals achieved through social ad spend — typically sales and/or in-store visitors. Measuring offline conversions within the social media platforms is relatively straightforward as long as analytics and tracking have been properly implemented and maintained.

As mentioned above, Facebook and other platforms now allow marketers to connect offline transactions and events to their digital media efforts, providing a more objective measure of offline return on ad spend.

The importance and evolution of the social media platforms is nearly unparalleled in digital marketing. Until very recent years, businesses used social networks only to communicate to audiences that already knew them, or that may have been liked or shared by that audience. With this new ability to ingest first-party data for targeting and measurement, brands can now reach current customers, and find new ones, more often. This, combined with the fact that social media is driving more direct sales, makes it almost a certainty that the power of social platforms will only continue to increase and multiply.

Patrick Kuehn is senior VP, Sales and Marketing at ObjectWave Corp., a full-service provider of digital commerce solutions ().

Daniel Ripes is VP of global partnerships at Rise Interactive, a digital marketing agency specializing in digital media, analytics, and customer experience ().

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TECHNOLOGY

Study: Digital sales drive fraud transaction volume

Fraud volume has risen sharply in the last year — an issue that’s being blamed on online channels and sales of digital goods.

Online fraud is outpacing e-commerce sales volume as the monthly average of fraudulent transactions jumped from 206 to 238 incidents, according to LexisNexis Risk Solutions’ report, “2017 True Cost of Fraud.”

While prevented fraudulent transactions have increased from 236 to 257, the level of fraud as a percentage of revenues has also inched upward from 1.47% to 1.58%. Every dollar of fraud cost merchants $2.77, up from $2.40 a year ago.

Online channels and sales of digital goods, particularly international transactions, are the biggest culprits of fraudulent transactions. When it comes to the cost per dollar of fraud, merchants with international transactions have significantly higher incidents than merchants with domestic-only transactions. This coincides with the rise in account hacking and takeovers, the study reported.

New access channels and payment methods, including mobile wallets, the EMV rollout in the United States, and digital channel applications are also making the regulatory and payment landscape more challenging for merchants, according to the report.

• The loss incurred among merchants with digital and physical goods has increased 63% since last year, rising from $2.18 to $3.56.

• A slight drop in debit card fraud was reported among e-commerce and m-commerce merchants, likely the result of chip/PIN use. However, credit card fraud remains high, with debit card fraud remaining high among merchants selling both physical and digital goods.

• When discussing the top three challenges that retailers are facing, identity verification remains the highest for the online channel. However, top mobile channel issues vary, suggesting there is more complexity in this channel.

“With online fraud outpacing reported growth in e-commerce sales volume, we can point to EMV implementation at physical retail stores as a cause,” said LexisNexis Risk Solutions VP of fraud and identity management strategy, Paul Bjerke. “Also in the digital space, botnet fraud also has risen dramatically, which correlates with the rise in e-gift card volume and fraud.”

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TECHNOLOGY

The drivers influencing where consumers shop for groceries are…

Shoppers may not be loyal to specific grocery brands, but they are partial to those with the best price, quality, availability and convenience.

Whether shopping online or in-store, consumers want options when it comes to where they purchase their everyday groceries and supplies, according to a report from Acosta. Not only are customers hopping from brand to brand, 76% of weekly shoppers visit more than one retailer each week for groceries, according to” a report from Acosta.

The study, “Trip Drivers: Top Influencers Driving Shopper Traffic,” revealed that 67% of shoppers visit approximately between two and three retailers weekly. But they are not just hitting random brands. Instead, they will only do business with companies that offer the best prices, quality, availability and convenience.

For example, when it comes to price, 60% of consumers reported shopping at more than one retailer because “some products are priced lower at certain retailers.” Only 45% of millennials cite price as a key driver of retail hopping – this generation is more prone than the average shopper to vary their shopping based on where they are and specific brands.

However, more shoppers are choosing which store to shop based on how much they like the store brand (53% of shoppers versus only 34% in 2011).

Fresh food is also driving grocery store trips, especially as many time-starved shoppers are visiting stores in search of that evening’s dinner. When it comes to weekly shopping trips however, 37% of shoppers make multiple trips weekly to ensure their food is fresh.

From old to young, each generational group makes multiple trips or receives multiple deliveries to stay stocked with the freshest food. This includes millennials (65%), GenXers (47%), boomers (25%) and Silents (22%), or those born between the mid-1920s to the early-to-mid 1940s.

Fruit (31%) and deli-prepared foods (29%) drive most of fresh food’s dollar growth, respectively.

Brands can help establish a loyal shopper following by delivering innovative products that align with consumer demand, and by consistently delivering quality, valued products to develop a level of trust. For example, 41% of consumers shop at more than one retailer because “some retailers carry better quality products in certain categories.”

Meanwhile, 33% of shoppers go to more than one retailer due to not finding all the products/brands they want at one store.

Brand preference drives traffic across all income brackets, including among 37% of shoppers with household incomes above $199,000, and 28% of shoppers with household incomes below $20,000. Forty-three percent of shoppers said that brands simplify the selection process when shopping at multiple grocery stores, according to the study.

“Shoppers appreciate having options, which is why we are seeing a rise in hopping from store to store for weekly grocery trips,” said Colin Stewart, senior VP at Acosta. “People are motivated by not only good deals and fresh products, but also by brand loyalty, which can impact their decisions to either keep returning to a particular store, or hopping to another.”

According to the study, personalization is another key strategy in connecting with shoppers and creating not only brand loyalty, but also store loyalty. “No retailer can be everything to everyone, but by knowing what motivates your shoppers, whether it be price, fresh foods or brands, make a commitment to the satisfaction of your shoppers to keep your location in their shopping mix,” added Stewart.

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Source

https://www.chainstoreage.com/technology/taking-social-media-marketing-next-level/

SHARP Social Media Marketing

EVENT SOLD OUT! Social Media Marketing Presented by Sharp HealthCare; The Power of Social Strategy in a Digital World Sharp HealthCare, one of San Diego’s top reputable consumer brands, is at the forefront of engaging and delighting its customers across a multitude of social media marketing channels. Learn how Sharp HealthCare is using social media and… Read More »

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Best Strategies For an Effective Social Media Marketing

and Website Development, making it a front runner in providing valuable assistance to business ventures old and new; big or small. Equipped with the right tools, knowledge and a wide understanding of the importance of running an efficient and highly competitive marketing campaign for businesses, Simplified Social Media Optimization (SSMO) is always dedicated in providing the perfect assistance on the road towards your success.

What Is The Best Source For Online Income

I know many moms who would like to stay in their own house and make money. I also know there are dads, students, retired people, and single people would like to do the same thing. In this article I will give you the best source for online income regardless of who you are.

Written by: Walter Stevens

Excellent Marketing Strategies For Small Organizations

Commonly owners of small companies do not have sufficient money, resources and time to implement a comprehensive advertisement and marketing campaign on a huge scale. The owners of small or medium companies can use some simple marketing strategies for small businesses to advertise their goods.

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This Article give a brief overview on the benefits of the best jobs for mums at home. It also provide knowledge on how to set yourself up with a company which will enhance your success

Written by: Effie Floratos

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http://www.sooperarticles.com/business-articles/professional-services-articles/best-strategies-effective-social-media-marketing-1603452.html

Being Social’ With Social Media Marketing Companies

social media marketing companies in India .

How To Earn Money Using Social Media Marketing

There are some other players like Google+ and Orkut which are also used by a lot of net users all over the world. Google+ have come up with many innovative ideas of earning money online and social media marketing is the latest hunting ground of all internet marketing experts.

Make the Best Use of Facebook Advertising for Your Business

With social media conquering almost every aspect of our lives, how can marketing and advertising lag behind. Social networking sites like Facebook, LinkedIn, Twitter and You Tube can garner maximum outreach and if used judiciously, can make a huge impact on the brand.

Written by: Vivek Kaushik

How to Build Brand Identity with Social Media Marketing

Social marketing is very popular and it does not cause you much money. The costs associated with social media sites are very low and every business should try the same. In comparison to other marketing channels, this is the cheapest one.

Written by: Sumeet Khanna

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http://www.sooperarticles.com/internet-articles/social-media-marketing-articles/being-social-social-media-marketing-companies-1573533.html

Fast forward to social media marketing 2018

Back in 2013, digital marketing specialist Justin Kirby posed a fascinating question to a series of social media experts.

Namely: What do you think will have changed in social media five years from now and what will still be the same?

It was – and is – a tough question to answer. Social media moves so fast that even a single year brings significant, unpredictable change.

So how did our experts fare? We caught up with them five years on and asked them to comment on their predictions…

Dave Chaffey, CEO & Co-Founder, Smart Insights

What will change: “It’s not strategic, but what I’d like to see are more powerful tools to curate content across the sources so we get a summary of the best advice around a topic. I used to love Postrank in my Google Feedreader to show the content that’s really worth reading, but we lost that tool when Google acquired them and killed off Google Reader. Still, we have Feedly, Flipboard and similar.”

“When I was asked to look forward I was bemoaning the loss of tools for keeping up-to-date. Five years later my request has been answered, with a tool specifically for marketers with the arrival this year of Zest. Zest is a Google Chrome extension, new in 2017, which I and the team at Smart Insights use to alert us to the latest developments and best practices in digital marketing. Its curated content is specifically designed for and updated by marketers. Like Feedly, you can use it to review the most useful content recommended by ‘the crowd’, in this case ‘your crowd’ of marketers.”

What won’t change: “Content Marketing Strategy will be at the heart of effective social media marketing. Your hear the HiPPOs say “We need a social media strategy”, but actually what they want is a way of engaging different personas and it’s the content that fuels this and you need a strategy to compete now that everyone knows about the importance of quality content.”

“I originally talked about the value in having a content marketing strategy to fuel your social media marketing activities. This was talking to the need for integration and better planning for digital marketing channels, which our research shows is a huge pain point for businesses today. Investing more in planning and optimising always-on lifecycle marketing activities including social media can help here. For example, our lifecycle visual below shows how paid social can support remarketing, which is an opportunity that more and more businesses are taking advantage of.”

Full B2B customer lifecycle

This is also a theme many of the contributors, including Luke Brynley-Jones of Our Social Times, make in our social media trends and predictions article.

Katy Howell, CEO, Immediate Future

What will change: “Smarter use of metrics, better benchmarks and increased social marketing skills will bring stronger performance marketing to social activation. The norm will be to gather key measures, evaluate, optimise and drive social to deliver value goals. And it will raise the bar on social media, taking it out of the fluffy and making it integral to customer communication and experience.”

“Oh my! Well this happened in spadefuls this year. Without a doubt, this was driven by paid social media’s dominance in any social marketing plan. It has raised the bar and social media professionals are vastly more skilled and in demand. The next year will see a further step change as the social channels (especially Facebook) position themselves as our core mobile app (in the same vein as Tencent’s WeChat) – the one stop, trusted and data rich place to buy, connect and run our lives. Expect lots of innovation in the coming months.”

What won’t change: “Even in five years, I think social will continue be an evolving media. The challenge will be staying on top of the rapidity of change!”

“The challenge is the same: keeping ahead of evolving social media. That won’t change even in the next five years. The need for social media marketing specialism is as strong if not stronger this year. We need skilled folk that are immersed in the world of social from insights, to creative and paid.”

Jemima Gibbons, Social Media Strategist and author of ‘Monkeys with Typewriters’

What will change:“In 2018, personalisation and brand experience will have been taken to their logical extremes: consumers will have far more control over the relationship – in fact, brands will be paying them to advertise in their social ‘space’. Consumers will be involved more closely in product and service development, to the point of co-creation.”

“Strangely enough, I’ve just got back from a client conference where user-centredness and even talk of co-design were central to the debate. Those ideas are much more mainstream now – but full ‘co-creation’ is still a long way off! As to brands paying consumers to advertise in their social space, I think the rise of influencer marketing has proved that to be true.”

What won’t change:“Sadly, bad customer service will still exist – it just won’t be as mainstream as it is today.”

“Sadly there are still plenty of terrible customer experiences out there!”

Dom Dwight, Marketing Director for Taylors of Harrogate

What will change:“Five years is a long time for this subject – just look how different things were in 2008! That said, I think it’s safe to say the biggest change will be the almost total shift to mobile, and consumers interacting with companies via their smartphones (or smart glasses or whatever!) will be the norm rather than an interesting trend.”

“I’m quite pleased with this prediction! It’s actually quite weird to remember that smartphones were once an interesting tech disruption, rather than a mainstay of the modern world. I think we’ve barely scratched the surface of how these powerful little devices are going to change consumer behaviours.”

What won’t change: “Is what will matter to consumers: excellent service and quality products that make their lives better. Only the brands that realise this and reflect it in the way they connect with consumers will get any real value out of interacting online.”

“With Yorkshire Tea now the number two brew in the UK and the nation’s most popular FMCG brand (according to YouGov), I am naturally inclined to stand by this! Generally, the rise of discounter-driven, savvy shopping has seen a split, where relationships between consumer and brand at the value end often being purely transactional now, but at the premium end of most markets there’s more interactivity than ever.”

Source

Fast forward to social media marketing 2018

Social Media Marketing Report: Does Your Engagement Measure Up?

If I had to sum up marketing’s relationship with social media in a single nerdy meme, it’d be this:

Yes, much as Obi-Wan Kenobi was dismayed to find that Anakin had turned to the dark side, many marketers feel betrayed by social media. Each platform offered the potential to build an audience and deliver content straight to their feeds. They were supposed to be a powerful tool for organic reach. But one by one, they fell to the dark side of the algorithm.

But don’t throw away your social media channels just yet. After all, if you strike them down, they will become more powerful (sorry, that’s the last Star Wars reference). Instead, let’s have a clear-eyed assessment of what organic engagement looks like on Instagram, Twitter, and Facebook, and see where to go from here.

Rival IQ just released their 2017 Social Media Benchmarks Report, which analyzes engagement by industry on the top three social media channels. These benchmarks can help determine what the best next steps are to maximize your engagement and your reach.

#1: Instagram Leads in Engagement

More than any other platform, Instagram seems to be the place people go to engage with brands. Engagement rate per post averages out to 1.66%, the only platform with over 1% in engagement.

The amount of interaction per post varies widely by industry, however. Higher Ed leads the pack with 3.55%. Surprisingly, Health & Beauty trails behind, with just 1.14%. While Instagram has a reputation as a health, beauty, and fashion platform, none of these categories come close to Nonprofit and Higher Ed for engagement.

Instagram’s visual, mobile-first format is definitely driving more engagement. Video performs exceptionally well on the platform, too—see these examples from brands rocking Instagram video.

You may not think your industry or brand is suited to the format, but if GE and Dell can do it, so can you. It’s not about creating million-dollar visuals or movie-level video. Keep it low-fi, stay honest and authentic. Use Instagram to showcase the people behind your brand and take your audience behind-the-scenes. More importantly, use Instagram’s tools to edit your photos, just like the user base does.

#2: Facebook Has Bigger Audiences, Lower Engagement

Many companies have an exponentially larger audience on Facebook than they do on Instagram. For example, Dell has 287,000 followers on Instagram and 10 million Facebook followers. That increase in audience almost offsets the drop in engagement rate, which is a fraction of Instagram’s. Higher Ed leads with just .33% engagement, while Media lags at .12%. Yes, twelve tenths of a percent.

This benchmark confirms what our agency has been saying for a long time: Facebook should be considered a pay-to-play platform. That’s not necessarily a bad thing. Facebook ads are relatively inexpensive, and their targeting options make it easy to reach new audiences.

You should still post organic posts on Facebook, but don’t count on the algorithm to help you with engagement. Use ads to boost posts that are already seeing at least a minimum of engagement—they’re the ones resonating with your audience. Put a little budget behind them and be precise with your targeting, and you can get results.

#3: Twitter is Becoming a Broadcast Platform

Is Twitter dying? Perhaps not, but it has developed a nasty cough. Our own Caitlin Burgess pondered what’s next for Twitter, and a lot of it depends on what the company does in the next year to get well again.

RivalIQ’s numbers are pretty dire: Food & Beverage leads in engagement with .069%, while Media takes the caboose spot with .015%. To put those numbers in easily-understandable terms, if your Twitter engagement was a blood alcohol percentage, you’d still be legal to drive.

These numbers might be indicative of Twitter’s failing vital signs, but I believe there’s a simpler answer. Twitter is a lousy forum for conversation. There’s a ton of content, it moves fast, and most people aren’t watching their feed 24/7. It is, however, a good forum for building relationships. Follow people you want to work with, share their content, and then start a private conversation.

Depending on your audience, it’s still worth investing in paid promotion on Twitter. If it works, keep doing it. But for the most part, think of Twitter as more a platform for broadcasting and building relationships with influencers.

When It Comes to Engagement, Quality Is Key

The most striking find in RivalIQ’s report is that there is virtually no correlation between post frequency and level of engagement. I would love to say there’s a perfect frequency or just-right time of day to post that guarantees you can beat the odds, but the data doesn’t back that up.

Think of it as a positive, though. You’re free from having to post on Twitter three times a day, Facebook 1.5 times, and so on. Now you can focus on quality and relevance over everything else. Even with engagement rates in the single digits—even when they’re below single digits—quality content is always the path to the light side of the social media world.

Need help with social media marketing? We can help. Dig into this delicious TopRank Marketing customer success story to see how we do it.


©Online Marketing Blog – TopRank®, 2017. | Social Media Marketing Report: Does Your Engagement Measure Up? | http://www.toprankblog.com

The post Social Media Marketing Report: Does Your Engagement Measure Up? appeared first on Online Marketing Blog – TopRank®.

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Social Media Marketing Report: Does Your Engagement Measure Up?

Social Media Marketing World 2018

Social Media Marketing World 2017 is the hottest Digital Marketing Conference of the Year. In this post I break down 7 reasons why you should attend #SMMW17

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The Gift Economy and Social Media Marketing

The term “gift economy” is one that has been floating around for quite a while, and although it used to primarily be used to describe a kind of new-age alternative to capitalism, it is now gaining ground with the expansion and growing importance of social media.

What is the Gift Economy?

To understand gift economy theory and how to apply it to your social media marketing, we’ll take a look at the beginnings of the theory and how it interconnects with the new standard of online branding and marketing via social media platforms.

The gift economy is also referred to as cultural economy. Instead of being based on an exchange of goods and services for money, the gift economy is based on trading objects or services for personal connection. It has its roots in ancient culture but is still used widely today, albeit in different forms.

Imagine giving a friend a gift for her birthday – you aren’t giving it to her to prompt her to give you money for the item, but rather to symbolize the importance of the relationship in the hopes that she will reciprocate with friendship. It’s similar to random acts of kindness and selfless giving with no expectation of monetary reward. Instead, givers are paid through increased personal connection.

How Does the Gift Economy Fit With Social Media?

Image via Flickr by Animated Heaven

Social media is, at its base, a gift economy. According to Ray Rahmati, people engage with each other via social media because “It’s less transactional and more relational. Status is something that is earned through dialogue, relationship building, and giving—it is social currency.”

Social media influencers – men and women who earn money often through lifestyle blogging on various platforms – have learned to monetize this social currency. They earn through producing personal and carefully curated content in an attempt to forge connections with their audience, and then direct them towards products and services they are paid to promote. This use of the gift economy is the perfect way to understand why it’s so important to take it into consideration when working towards creating an effective social media marketing strategy.

The gift economy is based on creating intimacy and transparency with an audience in the hopes they will spread your message. Relationships are the mainstay of the gift economy. Think of the ‘like’ button on Facebook. When a user clicks that button, he’s expressing a relationship, not giving actual currency. In doing this, he is expressing to the poster that he sees and appreciate their content.

As previously stated, social media runs off of this economy. People join these sites to cultivate and create relationships with others, not to participate in marketing schemes. This is why many social media marketing attempts fail; they aren’t able to tap into the gift economy but instead try to work like traditional marketing, using tools and strategies that aren’t effective when carried over to social media.

Social media marketing is often marked by funneling or getting the desired audience to visit a specific website or blog. This is a mainstay of the stickiness model, one that was particularly effective before social media and its gift economy began its radical transformation of how consumers, especially millennials, consume and spread information. Instead of looking to direct consumers to a specific landing page, engaging with the gift economy that powers social media use may provide a more direct and effective marketing strategy.

How To Start Engaging with the Gift Economy

One of the most effective ways to excel in a gift economy is to build relationships. This system is all about the social bonds between people. If your marketing strategy is more focused on broader pictures or rote information about your product or service, it’ll be difficult to tap into the gift economy.

Instead, creating translucency and cultivating a personal approach is a surefire way to gain access and therefore build relationships with your customer base. Authenticity is a cornerstone of the gift economy and customers will be able to tell if you lean too heavily on stock responses. Inauthenticity is one of the quickest ways to sabotage a social media marketing strategy.

The more your company builds its brand and engages with customers on social media, the more likely customers are to share information and posts your company creates on their social media accounts, creating a grassroots campaign that can only be achieved via building customer loyalty. Allowing your employees to become involved in branding and empowering them to engage in the online gift culture is a great way to show the personality of your company and present it as a group of individuals instead of a faceless corporation.

By fostering goodwill through authentic and personal online engagement, you’ve begun to tap into the gift economy. But that isn’t always enough to get customers engaged. Customers remember personal service more than anything and keeping tabs on the things your consumer base likes and catering your social media strategy towards that is imperative. Knowing your audience is always important, but it’s especially pertinent to social media marketing.

Once you have a good handle on what your customers are like and are looking for, it’s time to start giving back to the gift economy. Coupons, informational articles, events, competitions, and giveaways are all great ways to start really building customer loyalty. It shows your dedication to winning their support as well as your knowledge of them as consumers.

Once you have an online base, your audience will often begin sharing your contributions among their social media accounts, which widens your customer base considerably with built-in trust – the friends and family of your consumer base already have the trust of their social media connections, and they lend your business credibility through their support.

Just because you’ve implemented these strategies doesn’t mean your results will be instantaneous. Creating an effective social media marketing strategy via the gift economy can take a while. But the effort is worth it. The more you put into the gift economy of your online social media presence, the more your audience will begin to contribute to your monetary market economy, therefore creating a cyclical relationship that benefits both the business and your clients.

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The Gift Economy and Social Media Marketing