Should your company have a unique or multiple Facebook accounts?
When it comes to Facebook and Social Media in general, each company should build a strong marketing strategy in order to achieve their ROI expectations, while fitting their audience’s demand. Here are 5 things brands should consider in order to create an efficient Social Media Strategy.
- Audience
Audience / Shutterstock – T. L. Furrer
Would your company audience – i.e. clients and prospects – get upset facing multilingual content on a unique profile? On the other hand, would multi-accounts provide significant added value to the company’s corporate identity?
If the strategy is to focus on one multilingual account, you can still try to get the most out of it by using brackets to identify the language of each post (e.g. [EN] for English), or even by mixing several languages in a single post.
In any case, just make sure you REALLY know about the language in which you write, because spelling mistakes or pidgin-English can generate bad buzz and lack of credibility, and you definitely don’t want your company to be the laughing stock of the Internet.
- Time-zone
Time Zone / Shutterstock – Kotin
If your brand does worldwide business, watch out for the moment when you decide to publish in a specific language. For instance, if your company is located in New York and targets the French market, remember that there is a 6-hour difference between the Big Apple and mainland France, so it is probably not the best idea to post in French at 6PM – which would be midnight in France.
- Content
Content / Shutterstock – One photo
It goes without saying that you should refrain from posting cheap content. Are you sure that you will be able to post quality content in the long run on multiple accounts, then? The risk by managing more than a single account, is to spread the company too thin, and end up publishing content that you wouldn’t read yourself. Why yes, the best way to know if a content is worth posting is to put yourself in your audience’s shoes.
- A picture is worth a thousand words
Picture / Shutterstock – Abracada
Let’s be honest, we don’t always have time, nor even fancy reading the countless number of posts in our feed. So as a brand, it might be smarter to just count on a very good quality picture, rather than sweating blood to write up a decent post. And you will save some money on the translation, which is not to be sniffed at.
- Community
Community / Shutterstock – Rawpixel.com
If your brand is already set up in a country, you may already have a community over there. And the bigger the community, the more profitable a dedicated account. Having a specific account related to a massive community can increase significantly the engagement. That way, you should post more frequently targeting the largest communities. On the other hand, creating a particular account in an area where your business hasn’t many followers can also be a good way to be better known in the long term.
Strategy / Shutterstock – Infocus
As you can see, even though Social Media Marketing seems like an easy job, it actually requires a huge brainstorming not to fail. It cannot be stressed often enough: it is all about strategy!
Photo credit: Shutterstock