Dossier: Ready to pop on social media?

It is sometimes difficult to estimate which content is valuable and which is not because of the influence of subjectivity and different opinions in your marketing team. Fortunately, that responsibility lies entirely with the consumer. All you have to do is create a lot of content that is in line with your organisation’s values.

Less is more? Not when it comes to social media content. You need a lot of contact moments to get on the radar and stay there. Then the algorithm decides who sees which content.

Many young people are on Snapchat and TikTok today. In spite of that, Facebook, with 70% active users, remains the largest social network in Flanders. Do you want to reach your audience? Then consider using Reels. Facebook can also deliver strong results for B2B marketing, especially in combination with LinkedIn.

Sometimes content marketers suffer from a content burnout: they don't know what to post or how to come up with creative content. The drip model offers a solution: take a look at the 'low-hanging fruit' within your organisation, sector and above all: your target group environment. With social posts that you write from the perspective of your target group, you always deliver engaging content.

Social media extends way beyond performance and direct conversion. It's about building brands, building relationships with the target group and strategically distributing content on relevant platforms. Success requires belief in the power of social media and investment in knowledge building and daring to experiment.

Conversation management is a shift from webcare to webdare. Where in the past, brands mainly responded to negative experiences and complaints on their own channels, now you join conversations with your consumers on your own and other channels. This increases your visibility and positions you in the market.

TikTok offers unprecedented potential for organic reach, but also brings challenges: privacy issues, diverse content and users; and a powerful algorithm. Post multiple times a day and focus on native content instead of your own campaign materials.

Social media as a marketing tool is often overlooked, despite their potential, they are frequently underutilised. Nevertheless, a strong social strategy and a brand-oriented focus are the keys to success on social media platforms.

Social media management that delivers: original social creatives and strong social strategists provide a precise targeting.

Many companies use social media to reach their target audience. Too few companies use social media to engage their target audience. A shame really. Because engaging content is the key to success on social media.

For many organisations, social media is still a Pandora's box. Yes, they are useful online channels, and yes, we might need to have a presence there. But how exactly do you tackle that? What do you need to take into account? This helpful social media checklist will take you a long way.

Social media is a high-velocity train that is met with an increasing number of obstacles. Although social media is finally included in the marketing basics, there’s no simple manual for companies. Still, not unlike a complete marketing strategy, a robust social media strategy offers your brand or organisation many opportunities.

The added value of social media is sometimes difficult for marketers to determine, apart from the results it has to offer the sales team. As a result, some tend to consider a 'must do', while it actually offers a wonderful way to gain a place in people's lives. The key is to identify your brand with the culture of your target audience, and for that, social works best. However, this requires a certain amount of courage from your brand.

We know that social media has greater influence when used for B2B than to B2C communication. Your target audience is more contained, easier to define and you know your network much better, and can therefore make meaningful contacts easily.

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