Agencies and SMBs don’t have the luxury of throwing content at the wall and hoping something sticks. Clear, measurable goals help you focus your efforts, justify results to clients or execs, and avoid the burnout of posting for the sake of visibility alone. In his book, Vaynerchuk covers how to do this, as well as connect with your followers and customers on a deeper level through social media.
This it is important to conduct studies that will examine factors affecting the adoption of social media across the entire organisation, in different departments. Using social media as part of the digital transformation is much bigger than sales and marketing, it encompasses the entire company. Additionally, most of the studies were cross-sectional, which limits the understanding of the adoption of social media by B2B over time depending on the outcomes and environment (e.g. competitors using social media). Denktaş-Şakar and Sürücü (2018) investigated how social media usage influence stakeholder engagement focusing on the corporate Facebook page of 30 3PLs companies. It was found that the number of followers, post sharing frequency, negatively affect stakeholder engagement. It was found that content including photos facilitates more stakeholder engagement (likes, comment, share) in comparison with other forms.
Tiktok Cuts Staff As Its Shopping Push Fails To Reach Targets
You can see what’s performing well and apply those data-backed learnings to other projects to build your annual campaigns. Collaborate with brand advocates to extend your reach and infuse your social media with authentic, relatable content. Plus, encourage user participation through polls, Q&A and challenges.
Social media advertising is a form of digital advertising in which advertisers pay to reach their target audiences on a social platform, like Facebook, Instagram, TikTok, LinkedIn or X. That’s because adding a budget to your social strategy guarantees your social content will get in front of the people you want to reach. Plus, you can be very specific about which markets you want to target and how much you’re willing to spend compared to traditional advertising.
Freberg et al. [44] characterized social media influencers as a new type of independent third-party endorser who shapes audience attitudes through blogs, tweets, and the use of other social media. De Veirman et al. [28] defined social media influencers as people who built a large network of followers and are regarded as trusted tastemakers in one or several niches. Ge and Gretzel [45] denoted social media influencers as individuals who are in a consumer’s social graph and has a direct impact on the behavior of that consumer.
As the leader of a high-performing social team, she has extensive experience collaborating with creatives to bring campaigns to life on social and drive business results. There’s no shortage of social media marketing tips, strategies, and advice. Scroll through any platform and you’ll find someone telling you to post more (or less), chase trends, stick to one niche, or reinvent your brand voice entirely.
We find a higher frequency on LinkedIn or Twitter tends to be more effective. For example, if your company sells trendy phone covers, these products will likely cater to younger audiences. If that’s the case, use Instagram and TikTok — that’s where you’ll find your target demographic scrolling.
Set Smart Social Media Goals
Additionally, it was mentioned that some of the B2B companies use social media as a recruiting tool, and tool which helps to collaborate globally (Andersson and Wikström 2017; Dyck 2010). 1 that social media usage is affected by internal (e.g. attitude towards social media, technical skills of employees) and external factors (e.g. pressure from stakeholders) of the company. Also, the figure depicts the effect of social media on the business (e.g. sales) and society (e.g. customer satisfaction). Keinänen and Kuivalainen (2015) investigated factors affecting the use of social media by B2B customers by conducting an online survey among 82 key customer accounts of an information technology service company. Partial least squares path modelling was used to analysed the proposed hypotheses. It was found that social media private use, colleague support for using SM, age, job position affected the use of social media by B2B customers.
For example, Instagram’s algorithm ranks content based on signals like engagement, viewer behavior, and content relevance. Repurposing content means taking something you’ve already posted and giving it a fresh spin for a new platform or audience. Content batching is a time-saving technique where you create a batch of content, like captions or visuals, all in one go. Instead of crafting one post at a time, you might spend an hour writing a week’s worth of captions.
Dive deep into social analytics to understand both your potential customers and competitors. Grasping who your audience is, their preferences, and where they spend their time online can shape your content strategy. Just be sure to target the right audience, post intriguing content and converse with your followers on a regular basis. A hashtag is a word or keyword that precedes the hash symbol and is used within social media posts to help users find topics that interest them.
Plan your posts using a calendar that outlines what you’ll post, when, and where. Get the latest social media news and Buffer content sent straight to your inbox every week so you always know when new features launch and how to make the most of them. Responding to as many of these interactions as possible is essential, but it can be tricky when you’re managing a sea of notifications. That’s where Buffer’s Engage tool is really handy — it will help you stay on top of all your comments and messages, nudging you when you haven’t replied. You should be regularly tweaking and building on your strategy to hit your goals.
As such, it’s vital to keep a pulse on your strategy’s performance and be ready to pivot when necessary. This approach ensures that you’re building genuine relationships with your audience, fostering trust, and positioning your brand as a valuable resource. The diverse landscape of social media channels requires a tailored approach for each. You can respond to negative customer comments and try to regain trust. Another option is to use a content moderation platform, which is available on platforms such as Facebook and Instagram.
Social media increases sales, which is why most companies use this and other business tactics to maximize profits. You can use Google Analytics to get insights on web traffic and site behavior of different marketing tactics. This will help you know how to use all the channels, like content marketing, PPC, email marketing, search engine optimization, etc., to reap the best benefits for your business. In particular, the content that influencers curate on social media can affect how consumers respond to these stakeholders. The review indicates that such content should be authentic, credible, informative, original, and transparent (disclosure). Indeed, the importance of electronic word of mouth, parasocial interaction, and perceptions of closeness and fit have also been highlighted through the review.
Choose 1–2 based on your buyer persona and the type of content you’re going to make. Note their age, job title, income, hobbies, pain points, and preferred platforms. Document how they communicate online and what content they engage with. Developing this persona will guide every post, channel, and message you create. Here’s how to develop your social media presence from square one, in nine practical steps.
Just make sure that you follow through and deliver what they ask for. Consistency also helps keep your content on-brand even if you have multiple people on your social media team. Plus, pushing creative boundaries in content creation can help your social strategy soar. According to our 2025 Social Media Trends survey, 25% of respondents said that most of their social content is entertainment-driven. Before you focus on growing your social media presence, take stock of what’s already working — and what isn’t. List audience demographics like age, location and interests using our free buyer persona template, and include this info on your target audience in your Hootsuite strategy doc.
Another great way to increase engagement rates is to ask existing followers to make content, which is called user-generated content. For example, ask people to repost content by tagging you or using a specific hashtag. If people use your products, ask them to upload testimonials and feature the best ones on your social media profile. Your เพิ่มยอดวิว strategy must align with the company’s overall digital marketing philosophy and existing digital presence.
Social media marketing offers a chance to bridge the gap between these high-level assumptions and what’s really happening on the ground. The 2020 Spotify Wrapped campaign led to a 21% increase in app downloads in just one week. Think about what your audience wants to see and what problems you can solve.
Your research will guide your content and ensure a receptive, engaged audience. Business.com aims to help business owners make informed decisions to support and grow their companies. We research and recommend products and services suitable for various business types, investing thousands of hours each year in this process. X is the perfect platform to allow your audience to contact you for customer support and engage with users in fun discussions.
By employing content analysis the study found that most of the posts had a combination of text and message. Moncrief et al. (2015) investigated the impact of social media technologies on the role of salesperson position. It was found that social media affects sales management functions (supervision, selection, training, compensation, and deployment) and salesperson performance (role, skill, and motivation).
One source for getting stats on the biggest social media platforms is direct from company statements and earning announcements. However, these can be misleading based on different definition of ‘active users’. So, a panel source such as GWI here reported via DataReportal gives a better comparison. However, there are more advanced tools beyond the built-ins, such as Google Analytics, that offer in-depth statistics for website traffic in real time. These allow you to study the behavior of people visiting your website from social media channels. First, identify your target audience, their interests, and consumption behavior.