Integrating social media into your website, branding and marketing is just as important as creating main content for the various pages of your website. As the content within your website tells users what you do, it’s the social media content that brings them to the site and oftentimes serves as the initial introduction of your brand to new potential consumers.
The Importance of Social Media Engagement
Social media engagement now plays a huge role in a website’s search engine optimization (SEO) performance. The content developed, both by a brand and by social consumers, now counts toward your brand’s overall search results rankings.
A well-delivered strategy could easily move your brand’s search result display from page three to page one within weeks, making you visible to an endless number of potential consumers.
Still unsure about the importance of an integrated social media strategy to your brand’s website community? Here are a few statistics that might just sway your way of thinking on the matter:
- The message received on a brand’s Facebook page has a 47 percent impact on a consumer’s purchasing decisions
- More than 62 percent of the global population engages in social media on a daily basis
- 76 percent of Twitter users actively retweet updates and posts by their favorite brands
- More than 12 percent of Twitter users have admitted to purchasing a product based on the message/updated of a brand posted on Twitter
- 70 percent of the Fortune 500 companies engage in social media on a daily basis and have incorporated social media tools into their brand websites
Social Share Icons for Social Media Success
Now that you understand just how much is at stake for your brand when it comes to social media, let’s take a look at a few steps that will help you create and implement a more successful social media engagement strategy on an ongoing basis.
Social share icons typically appear as a small group of buttons (like a mini-toolbar) on content, such as blogs, images and articles, which provide consumers the ability to quickly share your content with others on social platforms such as Facebook, LinkedIn or Twitter. Social sharing tool bars are available for free via Po.st, TicketMy and Sociable.
Your social share icons should blend in with the rest of your site and not be too distracting, as the focus needs to remain on your content. When positioning the buttons, keep them in line with your content and how users will interact with it. For example, on a blog, put them at the bottom of the blog, as that’s where users will look for them after they finish.
Along with a social sharing tool bar, allow for users to provide comments and feedback on your website. This is traditionally seen on product and services pages, testimonials pages and blogs.
Giving consumers a chance to pass on an opinion or provide quick feedback in the form of a comment section allows for user engagement, two-way conversations between your brand and your target audience, and provides additional content for your website.
Once you have incorporated the ability to share and engage into your website, you’ll want to add social media tracking to your tool sets. Whether you add it to your Google Analytics or incorporate it into your internal in-house reporting and tracking, being able to see how your social media engagement is performing in real time is what is more important. This real-time reporting provides great power in the “what’s hot now” with your consumer base and will let you adjust your content, roll out a new promotion or put out a public relations fire at a moment’s notice.
Have questions on how social media can incorporate into your brand’s current marketing strategy? Contact the Haley Brand team and let us work with you to develop a strategy that helps you connect with your target audience and uses the power of social engagement to further promote your marketing message and drive home sales.