10 Ways Enterprises Can Make the Most of Social Media

 
 
By Don Reisinger  |  Posted 2016-07-25
 
 
 
 
 
 
 
 
 
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    10 Ways Enterprises Can Make the Most of Social Media
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    10 Ways Enterprises Can Make the Most of Social Media

    Social media is an effective marketing and customer reach vehicle for many companies. Here are a few tips to help firms make the most of social media.
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    Start With Facebook
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    Start With Facebook

    Facebook makes a compelling argument for enterprises to maintain well-designed Facebook pages. The company has 1.4 billion monthly active users and 900 million who check the site (or its app) each day. Through their Facebook page, businesses can create calls to action, update their news feeds so followers can see what they're up to, upload images and much more. They also can utilize Facebook Insights, which includes demographic information and other critical data that could help them decide how to make content-sharing decisions for the future.
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    Remember, Content Is King
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    Remember, Content Is King

    As Facebook and others note, content matters more than anything on social media. Facebook, Twitter and Instagram, among others, all say pages should be updated on a regular basis and align with a company's business goals. However, they argue on the "basics," some sites saying that a company's page shouldn't only promote products and services; it should also enrich followers' experience by sharing news and sometimes off-topic information.
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    Ads on Social Networks Are Growing
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    Ads on Social Networks Are Growing

    Advertising is available across Facebook, Twitter and just about every other popular social network. And on social media, it's surprisingly cheap. In fact, depending on how customers want to use Facebook, a company could get away with spending as little as $5 to promote an update and reach thousands of people. Social media advertising is on the rise, according to research firm eMarketer, with good reason: It's cheap and companies increasingly are finding it effective.
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    Twitter as a PR Platform?
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    Twitter as a PR Platform?

    Twitter has become a popular public relations platform, according to several market researchers. In fact, Twitter has tried to position its service as a place where news can be gathered and companies can share their latest updates. While Facebook is viewed largely as a place where marketers can build a brand, major companies such as Tesla, Apple and others, as well as politicians including Donald Trump, have used Twitter as their vehicle for making news.
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    Study All Available Social Network Analytics
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    Study All Available Social Network Analytics

    Analytics are offered by all of the companies offering social business pages. On Facebook and Twitter, users will be able to see the kind of reactions they're getting to content, demographic data and much more. Google+ is also quite good at sharing important information. Ultimately, that analytics data can be used to help companies understand who's viewing their updates, what kind of content their followers care about and what kind of content they should produce in the future to get the best results.
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    Go Live With Periscope
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    Go Live With Periscope

    Twitter's Periscope has become a useful social media tool. The service allows users to stream live video over the Internet to their Twitter followers. Although it's used largely by consumers, businesses have used it as a question-and-answer platform as well as a way to connect people to what's happening at an event or speaking engagement. Periscope's live-streaming feature has a bright future for companies that can think outside the box.
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    Snapchat Can Be a Marketing Vehicle
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    Snapchat Can Be a Marketing Vehicle

    Snapchat has come on strong in its appeal to companies. In addition to allowing media outlets to share news, Snapchat has become one of the more popular ways for firms to offer contests or promotions through their profiles. In addition, bigger companies have partnered with so-called "Snapchat Influencers" who help them extend their branding across an individual's massive Snapchat following.
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    Instagram Is Huge—and Getting Better for Businesses
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    Instagram Is Huge—and Getting Better for Businesses

    Instagram recently launched several new business insight tools for the enterprise. The company has more than 500 million monthly active users and notches 4.2 billion image "likes" per day. According to Instagram, its service is best for businesses that consistently share photos or videos on what's happening around a given moment. The Facebook-owned company also touts its relatively cheap advertising, which promotes an image across a certain demographic or location.
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    LinkedIn Helps Companies Connect With Professionals
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    LinkedIn Helps Companies Connect With Professionals

    It's hard to talk about corporate social media without mentioning LinkedIn. While it doesn't have the staggering user numbers others might have, LinkedIn is ideal for connecting a company with potential customers and sharing a firm's value. In addition, LinkedIn, which has been purchased by Microsoft, provides a platform for posting jobs and has some basic analytics data to help companies know what management level (executive, senior level, midlevel or other) is consuming its content. It's a nice way to connect with professionals.
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    Yes, There Still Is Value in Google+
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    Yes, There Still Is Value in Google+

    While Google+ has largely been left in the dust by other social networks, it still has its place in the content mix for one very good reason—Google Search. By creating a Google+ page, companies can fill it out with what they do, the times they operate, where they're located and much more. That's all taken into account when users search for related keywords or for the companies themselves. In turn, those accounts might be displayed on the first page of Google's Search results, depending on the query. For those hoping to improve Google Search placement, Google+ is critical.
 

Social media has become increasingly important as a marketing tool for companies of all sizes. But it's been a continually changing landscape. Years ago, MySpace was the dominant force. Today, Facebook reigns supreme, and a number of new social networks have emerged in the past few years to challenge the dominance of the established players. These include Snapchat, Periscope, Facebook-owned Instagram and more. With so many choices, it's not always easy for a business to choose which social media platform to use for its marketing or customer relations. One of the challenges is effectively utilizing the specific strengths of both older and newer social networks as part of a comprehensive go-to-market strategy that delivers results. For as little as $5, a Facebook ad can reach a significant number of the social network's 1.4 billion users. A simple product news update on Google+ could help your product get noticed in search results. This eWEEK slide show will cover how enterprises can put the most popular social media networks to work reaching potential customers and getting your marketing message out to a huge audience. Read on to learn more.

 
 
 
 
 
Don Reisinger is a freelance technology columnist. He started writing about technology for Ziff-Davis' Gearlog.com. Since then, he has written extremely popular columns for CNET.com, Computerworld, InformationWeek, and others. He has appeared numerous times on national television to share his expertise with viewers. You can follow his every move at http://twitter.com/donreisinger.
 
 
 
 
 
 

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