Social networks for companies, general considerations

What to always consider before opening a company profile on a social network. It's not always as simple as you think, the complexities are enormous

It happens to me every day that I have to address this topic with customers. “Eh, then, once the site is finished, we connect it to social networks”. It's the classic request. But then the fateful question arises: Why?

Because, replies the customer, we also publish what we post on our company blog on our social profiles. Perfect. It certainly is a little step. But he runs into a gigantic problem: which social network? And here too the answer is classic: “Eh, those who are the most popular, LinkedIn, Twitter, Facebook, Instagram”.

And then the arms drop. It is clear that there is no basis for understanding that one social network is not the same as another, that the social dynamics within each community are different, that even the target is different, the rules of the game are different and that may think they can use all channels in the same way and with the same content. First of all, it is necessary to understand precisely why you want to be present on social networks with your company, what is the purpose, what you want to achieve, what are the objectives, otherwise you risk a huge hole in the water.

I don't want to make a post here to explain the differences that exist between one social network and another, I just want to sensitize the reading public to think before acting and to collect ideas. Social networks tend to be relational "environments" and require actions that can be interpreted as a descent into the field towards the public and are by no means places to make only and exclusively push publications to feed traffic and conversions to one's website for commercial purposes . Of course, Facebook ADS is an excellent way, not free (coincidentally) to convert target users into customers/contacts on your website but it is not necessarily the best choice, it depends on the company strategy and above all it depends on the resources in the field, it depends on the strength of the brands (oh yes).

You can use social media to do customer-care for example or to increase the brand reputation, depends on the marketing strategy adopted. Maybe a nice dedicated SWOT analysis could help a lot to better target your social-marketing activities. And then you can begin to identify the behavioral strategies, the tone-of-voice, the use of open or closed thematic groups and thus modulate the contents to be published.

The social-network/company relationship is not a simple relationship to govern, on the contrary, it is quite complex. If you then decide you want to be present on multiple social networks, the complexities increase exponentially due to the different rules of the game of each individual social network. If LinkedIn can be used well to do B2B this is less true for Facebook (if you don't have a personal profile that produces adequate engagement). If twitter is an excellent channel for intercepting the public and creating conversations, when used massively it becomes difficult to govern without people or personnel capable of managing conversations and increasing followers. Instagram, on the other hand, has a fairly simple management that can be used to explore and exploit the world of influencer marketing, but even here it is necessary to really understand if this is necessary and useful for commercial purposes.

One thing is certain: the vast majority of businesses, SMEs in the first place, use social networks in the wrong way, often only as news feed platforms for content taken from their own site without questioning whether or not to manage the flow of content according to a real project. And again, the vast majority of companies do not dedicate sufficient resources in terms of budget and personnel to manage the corporate presence on social networks correctly. To this I add the almost total lack of culture in this sense which is often expressed in "Social networks are useless, they are only used to post photos of dishes and holiday places". It is a pity that it is precisely the strength of personal profiles, in terms of engagement, which then heavily influences the company profiles in a positive way because, after all, the relational dynamics are the same.

So I advise all those who want to open a corporate social profile on any platform to dedicate a couple of hours of their time and spend a couple of hundred euros and ask an expert before making any decision. Social networks are useful and successful for companies and also have a great economic impact in terms of turnover generated if you understand and become aware of what needs to be done. Otherwise, they are useless operations.

If then, as in so many cases, you aren't even willing to spend a little time and a few thousand euros a year to generate SEO content to give visibility to your company website, I wonder what it's really for to open a company profile on social. To do what? To talk about what? Just to say: "There are"? Social media isn't the "Yellow Pages" of the web so if you're there, they'll find you. If you think about this, you're not understanding anything about the evolution of the web in recent years, nothing.