Many high-level corporate decision makers simply can’t wrap their heads around the idea that social media management for a brand is:
1. A real job
2. Important enough to make an impact on the bottom line
3. Difficult and complex enough to require a full-time position.
First of all, it’s hard to explain exactly how it directly impacts sales in just a few words – which, let’s face it, is how we all like our answers. There’s also the fact that a social media manager’s job is associated with something everyone else does for fun; so it’s easy to believe there’s little thought or effort required.
Since much of the magic of social media happens behind the scenes, it’s easy to overlook how important a role social media plays – especially in companies who have succeeded for decades without it. So, take note, because the numbers don’t lie.
10 Important Things to Consider:
1. There are 1.06 billion Facebook users, 500 million Twitter users, 100 million Instagram users, and about 150 other social media networks with millions of their own users.
2. The average value of a brand’s Facebook fan is $174.17, according to Syncapse.
3. Facebook fans tend to be “super consumers.” They are the first adopters, they spend more money and, if engaged, they are advocates of your brand.
4. There’s an algorithm to social media engagement. Social media networks are able to determine if your content is something your fans want to see. A social media manager takes the time to experiment, research and get to know the brand’s audiences.
5. There’s a difference between a “like” and a “fan.” Individuals like and un-like brands every day. But if they know they’re going to get exciting content, and you make them feel valued, they’re more likely to spend money on your product or services.
6. Brand fans are 80% more likely to use your brand than non-fans.
7. Brand fans spend on average about 43% more than non-fans.
8. Every social media network draws distinct personalities. Twitter is more popular among tweens and teens. LinkedIn draws more professional crowds. 57% of brands who shared the same content across all social media channels failed in their efforts. It takes time and effort to get to know your different audiences and optimize efforts.
9. Despite controversies over Facebook advertising, the benefits far outweigh any cons. For instance, we recently promoted a post on Facebook for Cookies for Kids’ Cancer with a call to action for fans to register to host fundraising events, the primary source of funding for the non-profit. For $150, we reached over 45,000 users, website visits increased 53% over the day before, about 40 events were registered within the first few hours, and there was a noticeable jump in sales of products on the online gift shop.
10. Three words: Immediate Crisis Control. Recently, Anheuser-Busch found itself pummeled with lawsuits and claims of “watered down” beer. The media jumped on the chance to spread the word about the claims of “buzz-killing.” The brand took to Twitter to vigorously defend itself. A TV station in St. Louis saw the Twitter activity, hired a lab to test it, and found that the beer contained 5% alcohol – just as labeled. A strategic move in social media saved the company millions of dollars in potential legal battles.