Social Media: The essential market research tool
3rd April 2017

The top 3 questions clients ask about Social Media

 

Social Media has become a main marketing and customer service channel for brands. With Facebook at 14 million active users in South Africa and Instagram growing 31% from 2015 to 2016 it gives brands the ability to reach more customers on social media than ever before.

Social media is not only a good way to build relationships with your consumers but also a great way to do market research.  Brand have been under pressure to answer queries timeously and effectively for consumers who now use social media as their main customer service channel.

There were some interesting questions that came up during our discussions with clients that we would like to share with you.

How do I grow my audience on social media?

Growing an audience on social media works best with a phased approach of where you focus should be depending on where you are in the cycle of acquiring new audience members.

Firstly, you need to ensure that you have a clear idea of what your goals are with social media.  Why have you decided to be on social?  Which platform suits your goal best?

Secondly you need to be clear on how your brand will be represented on social media. It works well if you have a persona that is easy for everyone working on the platform to understand.

To grow your audience, you need to first focus on good quality, relevant content that your audience want to consume and share.

Initially the most important part of growing an audience will be awareness.  Paid social advertising will be most efficient way to grow your audience.

Once your audience starts growing, the focus needs to switch to good quality content to grow the audience organically.

It still important to continue with social ads but the focus will be less on the awareness and more on the interaction and conversation.

Remember to tell people where you are!  Don’t add the social icons at the bottom of your website, place it at the top.  Add it to your newsletters and to your in-store signage.

How can I reach the right audience with my Facebook ads?

There are great options on offer through Facebook to manage your ads effectively.  If you have an ad agency, they would be able to set this up on your behalf.

You can use the following parameters when setting up a Facebook ad campaign to target the correct audience for your brand;

  1. Location – Reach customers in key locations by country, province, city and post code
  2. Demographics – Target people based on demographics like age, gender, relationship status, education and workplace for example
  3. Interest – You can define your ideal audience by their interests, hobbies and Pages they like on Facebook. These may be drawn from their listed interests, activities, education, job titles, Pages they like or groups to which they belong.
  4. Behaviour – Reach people based on their purchasing behaviour, device usage and other activities

 

There are also advanced options that you can use when you do targeting such as.;

Custom Audiences: Securely upload a contact list of people you’d like to reach (or not reach) and target your Facebook Adverts at them.

Lookalike Audiences: Once you create a Custom Audience, you can also use lookalike audiences to find people who are similar to your best customers.

 

Tip: Add the Facebook pixel to your website to best optimize the performance of you campaign.  The pixel can also tell you more about your customer’s journey and assist you with remarketing.

Should I focus my budget on one or two high impact media drives, or rather on consistent, always-on media?

The answer to this question will again relate back to what your goal is with social media.  Building relationships and trust with your consumers is an integral part of achieving success on social media.

To successfully build relationships with your consumers, you will need to be present and engaging, not only showing up from time to time.

Invest your budget in a well thought out strategy and understanding your audience well.

Things to consider;

  1. What time of day is your audience most active?
  2. Try out different times and see if there is time of day that works best for your consumers
  3. Look at the analytics trends each month to research what content worked best on which platform. Make sure you understand what the most engaging content was for your consumers