Making sure you have a clear message on social media

By now, everyone knows the power that social media can have when using it to promote a brand, but when starting out, it can be difficult to start with a definitive, clear message. In an age where marketing is predominately done online, it is crucial that the company has a clear agenda before sending out a message of choice.

Businesses have thrived under the setting of social media, and now it is not only used as a way of broadcasting information, but it is a two-way conversation between the business and its customers. This emphasises just how important it is to broadcast the correct message to the masses, and with research proving that 78% of people trusting recommendations from peers, this could leave your business with either a lot of customers willing to invest, or just unwilling traffic passing by.

Strategy   

Just as when setting up the business, it is crucial that your social media strategy is well thought out. In terms of other marketing communication, social media is very similar. Using the same principals as more ‘traditional’ communication channels, such as events and newspapers, is appropriate as you still need to identify what your target audience is and what your message is, and ensuring you deliver these effectively you will no doubt provoke the desired responses. In order to begin this stage of social networking it is advisable to check out the competition. This can be the most effective planning as you can check what is working and what isn’t. Through this research a clear message can be carefully devised based on what you have seen on social media, and after ironing out all the details your message can be delivered to your target audience. For example if you wish to pride your company on its second to none customer service then encourage feedback online and make sure all queries or complaints are dealt with in impressive timing and style.

The Target Audience

This is the goldmine for many businesses, and getting it wrong online could cause major delays to potential profit. Again identifying your target audience is something that should be achieved in the early stages of the business plan, but just as online, things move fast in the business world, so just as customer needs develop and change, your business will have to move with the times to keep up. 

Social media is the perfect way to keep your company contemporary and successful. This strategy ensures that the message stays relevant to your audience whilst making sure that people know that they are investing in a company that is willing to move with the times, and not stand still.

Keeping a target audience interested requires people power online, so there should be specific employees who are the only ones authorised to update any social media messages, and this also eradicates the possibility of duplicate messages, and decreases the probability of gaffes online. 

The Message

There needs to be a consistency in the message sent out online but it is crucial that your company makes sure of the following:

Clear: The target audience must understand what you are saying, and what you want them as consumers to do and why. It must have logic, and be straightforward in its statement. Sometimes trying to be too clever can backfire, and some of the best marketing messages out there are the most simple to follow. You should never assume that your audience knows what the message is unless you put it across as clearly as possible.

Focused: The message should be short and sharp to keep people interested. In an age of high modernity people want things now and fast, so any message that confidently conveys its company as one worth investing in whilst keeping the customer interested is a good one.

Compelling: The previous two points lay the foundation for a good message, but to keep an audience compelled is possibly the most challenging. This is justifying your audience’s support, and telling them why they should invest in your company. Any salesman or woman will tell you once the customer is through the door, it is then on persuading them to buy a product, and it is the same with your company's social media message. This part of the message will provide the 'wow factor' that blows the opposition away, and makes you stand out from the crowd.

Without a clear message online, it is very difficult to establish a company identity. Locally the business may thrive, but if you have large aspirations and a desire to spread your wings, then a message with clarity and conviction provides the backbone for a very successful business venture.

Alex Smith

Alex is an English Literature and Sociology undergraduate whose love for written word has led him to write about some obscure topics in his time. Currently a content writer at Social Media Frontiers, be sure to follow him @AlexSatSMF.

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