The key to effective social media marketing goes far beyond simply having active social media accounts. You must also be weaving social elements into every aspect of your marketing efforts to create as many peer-to-peer sharing opportunities as possible. The more your audience is inspired to engage with your content, the more likely they are to share it, potentially inspiring their peers to become customers as well.
This includes everything a business does via social media channels. Just about everyone is familiar with social media, but marketers must approach social with an integrated and strategic approach. Social media marketing goes far beyond simply creating posts for social channels and responding to comments.
Social media marketers should not be in a silo separate from other marketing functions. Social marketers need to work with the company’s wider marketing team to coordinate their message across all platforms, online and off, so that every part of the brand is telling the same story.
A crucial part of social media marketing is analytics: Social media marketers must also be savvy at analyzing the performance of their posts, and creating strategies based on that data. Another reason for marketers to be consistently measuring and tracking their campaigns is that this data allows marketers to demonstrate to business leadership that their efforts are driving users to engage with the brand and eventually converting users into customers, therefore providing value to the company
In other words, social media marketing is a lot more complicated than managing your personal Facebook or Twitter profile. It requires a blend of creative thinking and objective, data-driven strategy, and may be a great fit for professionals who enjoy blending these two disciplines.