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Hi! You are with Polly McGee also known as Dr. Digital. Welcome to this episode of
social media fundamentals part of a series put together by the digital ready
program part of the Tasmanian State Government. So this series is about
social media for business and we're really starting with the basics so it's
perfect for you if you've literally just started to get your head around how you
might use social media in your business. Now we all know that in this day and age
every business no matter whether you're online or a service based business or
you've got a bricks and mortar store, it is going to need to have some sort of
digital presence.
And this series and the information in it
helps you navigate
that and engage more fully with the digital economy.
So what are social media
fundamentals?
What are some of the things you need to know if you're sitting there
at your computer for the first time wondering how it is you're going to ever
navigate this really complex landscape? Well first of all it's not as complex as
you might think it is and like most things when you begin to learn something
of course you're going to feel a little bit overwhelmed. Just park that feeling
because what you need to know is, social media is very practical,
it's very incremental and you learn as you go. So as long as you've got the
basics right the rest is up to you to just practice and keep going. Why would
you use social media and what is it about social media that makes it such a
great tool for business? It really boils down to it being a way of getting
referrals and trust. Much like if you meet a complete
stranger in the street who says "hey, you should go and buy this" you're not really
likely to take their advice but if one of your friends rings you up and tells
you they've had an amazing service experience or they've bought an
incredible product you're really likely to take what they say as gospel
and maybe go and do it yourself. So social media works on that principle
that it's a way of sharing and having a two-way conversation. Social media in
Australia is really big. We've been an early adopter of all of the different
channels. Let's look at some of the statistics. Forty-nine percent of
Australians use social media daily so that's nearly half the population that
are accessing a social media channel on their device or on their laptop
or on their home computer, 93% of people use Facebook, a huge statistic, 28% use
LinkedIn, 26% use Instagram, 17% use Twitter, and 19% use Pinterest every
single day. That's a whole lot of people using those channels to get their
information and to have conversations. 70% of those use them on their
smartphone that means wherever they are wherever their proximity is to your
business they're going to be able to have a look and find out what you're up
to. Makes a pretty compelling argument as to
why you should get involved. But why would you use social media for business?
you might be a user in your personal life and wondering how you can make that
transition. The answer is that social media functions in a very similar way -
it's about having a conversation and it's about connecting with people just
like you do in your everyday social media life. When it's for business though
there's a different intention and that direct intention is that you are getting
people across your brand and getting them into a conversation with what it is
you do and why you do it. So the method is very similar but the outcome and the
reason that you're doing it, the intention, is quite different. So here are
some of the reasons you might use it. Use it for brand awareness - you're using
social media channels to let people know what your brand is, what it is you do,
what your product or service is, why it's important and why it makes a difference
in the world and why it's more importantly going to make a difference
to their life. You use social media to generate leads to start to reach out to
customers that you know and also customers that you don't know but that
you'd like to be a customer. It's.. It's connection, it's connection with people
it's your brand having a voice that's real and it's human and it's also
social proof. When you have people engaging with your brand who's are
validating it, who are evangelists for it who are talking about it. It's a third
party independent way of saying all of the messaging in your brand is valid and
is accepted and spoken off by the market and it also helps people search for
things they don't even know that they want yet. So social media is really
important for all of those reasons. So let's talk about some of the ways you
might set up your thinking around social media. Social media is going to need a
strategy and we're going talk about strategy a little later on in
a different segment. But for now in terms of your social media fundamentals, what
is it that you need to do with social media so what are the objectives for
your brand or your product or service. What are some of the things that you
want to do and that you want to achieve by using social media? It's really
important that you think through this this is a beginning in terms of
fundamentals. So you are sitting down at computer you work out what channels to use. What
are the objectives what is it you need it to do? Some of them are things like
getting people to learn and listen. With many products and services one of the
barriers to purchasing is people just don't quite understand what it is that
your product or service does and more importantly they don't understand what
it does for them. One of the reasons that you would use social media is because it
breaks down that barrier and you can help explain what your product is, what
it does, why it's important and you can get them to have an interaction with it
so it feels more familiar to them. It's a really important part of how social
media functions and it's a really important part of you and your business
getting out there and getting into people's minds and being top of mind
when they need to use that product or service and they want to make a purchase.
To do that one of the things that you need to think about as you go out there
and you're going to spread the word is who you are spreading the word to and this is
where the fundamentals gets right back to basics. You need to think about where
your customers are and who they are coz that's going to largely
determine what channels they like to use on social media. Again in a later segment
we're going to break down those channels for you and really talk about what they
do and how to use them but for now if you think about the basic suite of
social media that functions in Australia we've mentioned some of them already so
Facebook obviously massive amounts of people use. It it's a fairly good bet
that a lot of your customers are going to be there so you want to think about
whether you'd use Facebook. Instagram another really big channel in Australia
and conveniently owned by Facebook so they share a lot of the same similarities,
slightly different markets but is that where your customers are? The real thing
is to understand who your customers are and what they do because that's going to
largely determine what their demographics are and what channel they
might use. So when you're thinking about your social media fundamentals and what
you need, one of them is to know where your people
are. If we talk about demographics what we're really saying is what are the
basic components of your customer group; what age are they, what gender are they,
where do they live and is that potentially important to how they're
going to access your product or service? What are some of the things that they
really enjoy so really getting to understand what you know about them and
building out those profiles. Social media is also about the reach so when you know
that it means you're going to be able to reach out to them and very specifically
target the engagement that you're having. you will be able to do this using a number of
different tools but most importantly all of the different channels they offer you
the opportunity to reach out using their demographic sets and then be able to
analyse what you've done with the analytics later on. Social media also
offers very importantly amazing customer service opportunities particularly to
reach customers who aren't going to come into physical contact with your brand or
your product. It's an opportunity for you to talk to them and really begin that
two-way conversation. So these are some of the reasons that you'd use social media
and the main one you need to remember is that it begins the conversation with
customers and your brand and product and it opens up channels for you to be able
to reach out and really start to engage in a meaningful way. And of course that's
going to lead to sales which is the main thing that you're trying to achieve by
using social media. So there's some fundamentals for you for social media.
Stay with us and in the next segment we're going to start digging down and
looking into social media strategy. You're with Dr. digital aka Polly McGee.
Thanks for joining me for social media fundamentals.
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