It is hard these days to come across webpages that aren’t embedded with social network sharing logos, mainly Twitter, Facebook, Google+, and LinkedIn. Social network is perhaps the third biggest virtual phenomenon after the Internet itself and Google. Few years back internet marketers had no other option except depending on Google and other search engines for visibility to buyers, brand building and promotional/marketing efforts. Things started changing drastically since when people started understanding the potential of virtual networking.
Why Is It Necessary to Develop Comprehensive Social Media Management Strategies?
Most of the social media managers (SMMs), however, haven’t yet been able to come up with comprehensive social media management strategies that can churn out maximum benefit of social networking. SMM strategy making for promotional/marketing purposes is still reliant over only a few popular domains, such as Twitter, Facebook, LinkedIn, Google+, and recently Instagram and Pinterest. However, web marketers often ignore the fact that improving traffic to the website is not the end as they need to be equally attentive about quality of the traffic coming and how their requirement is oriented towards the products or services, they are offering. In the long run, such consideration will be helpful in creating a correct analytics platform, derive relevant data and include improvements for better business, conversion and customer satisfaction. Staying focused over a few popular social networking sites help but you miss out on the quality-traffic part of the story.
This limitation can be overcome if the scope of your social media management takes into account the social networking domains that are not popular in mainstream way but helps you to get connected with niche audience. In this post, I will try to bring to you information about some of the social networks that aren't generally used but how they can influence the overall brand value of your business.
The List of Not-so-popular Yet Unique Social Networking Sites:
It is most likely that you are familiar with Pinterest but the name of social networking site Fancy you are hearing for the first time (if not, then you are a step ahead of those who don’t know about it). Like Pinterest, this social platform also helps customers with product discovery through photo sharing. Unlike Pinterest, assists customers with increasing awareness and guide them to enjoy quality purchasing experience. With Fancy, buyers don’t need to visit the service provider’s website; instead, they can start with shopping from the social domain itself.
The Fancy network is highly suitable for every B2C online businesses, especially those who wish to rip the benefits of promotion and conversion in a comprehensive manner. Launched in 2009, this site is used by 2 million users only (as per the October 2012 data). However, considering convenience factor that most online purchasers are restoring upon, it is not difficult to imagine the growth potential it encapsulates. Start using Fancy to draw attention of the niche customers. If the services your company provides are lifestyle product oriented then you can be sure about enjoying pretty convincing promotional and conversional benefits by going Fancy.
If every picture speaks of a thousand words instantly, then a small video conveys a million sentiments. This is the major reason that brands provide a lot of importance on video marketing to strengthen their customer base and popularize their expertise. Whenever you think about video marketing platforms, names that come to your mind immediately are YouTube and Vimeo. However, the process of preparing a video that explains the functionality of the brand is prolonged and tiresome. Moreover, as a large number of customers are on mobile devices these days, they may not have the patience to check out the entire video. Vine is here to solve this problem.
Currently purchased by Twitter, this social networking mobile app allows users to create, post and share short video clips that aren’t more than 6 seconds length. Vine, of course, challenges users’ creative impetus in creating promotional videos. Using Vine for promoting online businesses through videos, through is opined slightly offbeat and outrageous to certain extents, however can be extremely effective for customer engagement and retention, if properly executed.
Most of the social media management professionals are under the impression that brand building and promotion depends solely on letting audience know about the services they are providing or improvements they have done upon the existing range. However, attending customer grievances also has an important role to play in this context that they often forget. Customers often have different types of queries that they wish to solve comprehensively and specifically. They often don't wish to get connected with the concerned company over phone as the process takes time and there is no guarantee whether it will finally be solved or not. Social network platforms, thus, are widely regarded by many people with queries to put forward their questions and they expect the respective brands to answer those. Unfortunately, many of them don't receive what they are looking for.
Using one profile as the all-in-one space for brand promotion, reputation management to customer addressing is equally complicated for social media managers as well. Quora eases this problem through its capacity to function as a specialized Q&A based platform. It was introduced in 2009 and immediately drew experts’ attention as it introduced question-answer based interaction for the first time in social networking. Despite the fact that Yahoo Answers already made this type of interaction possible before Quora, however, the former never became as interactive as that of its successor. According to a recent survey, Quora attracts almost 20,000 active users daily and 180,000 in a month. If by using your small business profile on this social networking site you answer customers’ queries and they start regarding you as a subject matter expert, not only you will receive high quality traffic from your profile but also your brand reputation will also increase exponentially.
This is another Q&A based social networking application that was launched on early January, this year. Despite Jelly is at a very nascent stage and hasn't yet been accepted widely by web marketers, however, it has tremendous growth potential. The special ‘Point. Shoot. Ask’ feature of Jelly gives it a distinguished niche over other services of its class. In fact, the scope to include a picture of the subject of query with the words makes the process much more interactive. At the same time, it also offers options like promoting your answers that have been appreciated by askers, specifically through ‘Thank You’ cards.
The facilities of Jelly app, comprehensively, are fitting for microbranding , provided you open a Jelly account with your small business username and start answering queries in the most qualified manner possible. Another great thing about Jelly is that you can continue with the answering process even on the go. Your answer card will appear beneath the question card and many others, who have attempted to solve the query will also view, it. As your authority over the subject matter will become clear to viewers, you will not only attract more fans or followers on major social networking profiles ( mainly – Twitter, Facebook, Google+) but also quality traffic to your business website will significantly increase.
Quality traffic through social networking platforms? You can't be completely sure as millions and billions are already there on Twitter, Facebook, Google+ and LinkedIn. In most cases, if you take a look at the news feeds, updates about personal bereft, party stories, tantrums, abuses will draw your attention. Now, from traffic quality like this you can’t expect much of positive outcome. However, Reddit may help you to get over this limitation. As of 2012 statistics, this social networking site has become a platform that had over 37 billion page views and attracted over 400 million unique visitors. Unlike many other mainstream social media platforms, Reddit follows a very strict policy against spamming. Users with such habit are banned instantly. So, if it is quality traffic for your service or product you are searching for, Reddit has it ready. Sharing links on Reddit is quite easy. There is a Title panel, followed by URL panel and then Subreddit. Add a catchy (unique) descriptive title in the specific section, paste the URL, then choose the appropriate category, and submit.
Almost immediately after the submission, your post will be shown in the ‘New’ section, on top of the Reddit homepage. There is also the ‘Search Reddit’ panel where users search for latest posts, concerning their domain of interest. Upon reading, readers have the freedom to ‘Vote Up’ (just like Facebook LIKE or Twitter FAVORITE) and ‘Vote Down’. Delivering quality information will help you getting Vote Ups and gradually the authority of your business over a particular service domain will increase. On the other hand, you will also get to know your audience better through interacting and get to know what your competitors are doing. Accordingly, you can formulate your future plans of action. Furthermore, if your post is really worth and receives the highest vote, then it will appear on Reddit homepage. You can be sure, consequently, about receiving immense quality traffic redirection to your site, contributing to conversion, brand reputation building and business going viral on the web.
Managing social media platforms in a way that contributes successfully to the overall growth of your business is clearly challenging. Despite knowing the cosmopolitan nature of traffic though known social networks, you can’t simply ignore them. On the other hand, the less known social networks may create the difference when it comes to quality traffic drive and brand building. However, striking the right balance between two equally importance segments (that are integrally related to your growth) is never easy but simply needs to be done. Brand building and reaching out to the larger audience encompasses a never-ending process and it can be done only when you are investing equal amount of energy and importance to not-so-famous-social networks, alongside the famous ones. The five social networks that are mentioned above are truly worth the effort, despite the fact they are not very frequently used or social media managers have not paid adequate time or effort to explore their true potential.
Image Credit: WebBusinessAgenda.com
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