Page 8 June 15, 2017 Social Media from front page is basketball-related news. Digital marketing and branding consultants see the evolution of business social media continuing as companies develop a fine touch that draws web traffic. This happens in several ways, starting with individuals clicking on a daily post sent to their email account. That can lead to a “like” and a suggestion to “follow us.” This is how a social media relationship starts. When posts on a Facebook company or team page are shared, it creates greater awareness of products, promotions including sales and discounts, and charity and special events. In general, today’s web-savvy marketing team uses the Internet to inform, entertain and engage people around the globe. Advertising and promotional events are still a part of the mix. There are some advantages that social media has over broadcasted messages, such as print ads and billboards, because of the size of the web audience. Here are a few examples of how digital marketing using social media is a give-and-take proposition: Social media generates up-to-date information about the customer. The data can answer such questions as “who’s my customer”, “what do they like” and “what is their opinion of our brand.” Greater brand awareness = more loyalty. When social media is balanced and puts the customer first, it creates an important bond. One study found that 53 percent of people who follow a brand online say they’re loyal to it. When you do advertise, choose the right time and place. Sharing content, such as a video or a newly published report, doesn’t take a lot of time to distribute on social media. Also, a Facebook ad can be built and released so it connects with a target audience. For example, a clothing company can ramp up promotion of new snow boots as the first major winter storm of the year approaches. Everybody’s doing it, why aren’t you? Customers will wonder why a company or brand isn’t on social media nowadays. It’s just the way business is done. You know what they say about keeping up with the Joneses. Plus, a study by The Aberdeen Group found that companies that interact with customers online have a financial advantage over competitors who rely on phone-based customer service, which consumers really dislike anyway. The bottom line is the bottom line: Companies that use social media for marketing and sales say it’s easier to spot the key decisionmakers and get connected through sites such as LinkedIn, which is used by professionals. Nearly 75 of companies surveyed reported an increase in sales within the first year of trying business-to-business or business-to-consumer marketing online. • Lennox School District-Media Release
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