When establishing a relationship between entrepreneurship and social networks, we must focus on how relevant and valuable it is to be able to have real-time information on the performance of marketing or advertising strategies.
Having a strategy focused on business objectives, interacting with the audience (both authentically and effectively) as well as always being aware of trends and possible developments in the digital world are particularly relevant issues when undertaking a strategy in RRSS.
In other words, it is not enough to create profiles in the different networks (and not necessarily in all of them; the target audience of the business should be analyzed beforehand), nor should it be limited to sharing content without paying attention to what the community generated may be commenting on.
Advantages of being present in social networks
Social networks allow entrepreneurs to generate a solid brand regardless of its size, interacting directly with the audience, sharing relevant content and, therefore, generating a community with the brand or product as the main element.
In addition, in the advertising field, the enormous possibilities of segmentation of social networks allow much more refined targeting of marketing campaigns, compared to the large outlays of traditional advertising, which also did not always guarantee the expected reach.
Strategy prior to social media entrepreneurship
Having identified the advantages of social media entrepreneurship, let’s analyze some of the previous strategies that may be more interesting:
- Have a clear business idea. Although it may seem obvious, a concrete business idea must be defined.
- Create a corporate identity. A company name and logo as part of the corporate identity are fundamental and the subsequent presence in networks will help to strengthen it.
- Have a website or a blog. A place to direct traffic from the networks for the previously predefined objective and that can be as easy to navigate as possible.
Strategy in RRSS
Once the previous steps have been taken, we are ready to define the strategy specifically oriented to social networks. When structuring it, we must take into account numerous factors in order to, among other things, determine in which networks it makes the most sense to be present depending on the target audience profiles that the company is going to address.
Objectives and metrics
Having clear goals and objectives is essential in order not to overestimate or underestimate our strategy.
Although the metrics of volume of followers and likes are the most obvious, focusing on other parameters such as interactions, clicks or conversion rate can reveal more information about our audience.
Know your audience and your competition
The more we can get to know about our audience the more we can refine the strategy. Data such as age, location, tastes or professional profile can help to narrow the strategy and be more specific.
Just as it is important to know your audience, it is also important to know what your competitors do, so monitoring their activity can be useful both to see their activity and even to keep up to date with new trends.
Decide which networks to be on
Generally speaking, large companies (with greater resource capacity) can have a greater presence in networks. However, smaller companies need to be clearer about the specific networks in which it is more convenient to have a presence.
Each social network may have a different objective and therefore it is important to have a prior strategy.
When setting up the profiles in the chosen networks, it is important to fill in all the profile information, include the keywords that can help positioning and use homogeneous logos and images so that the profiles are easily recognizable.
How and what to publish
Although it may seem obvious, it is important not to lose sight of the fact that you should not publish at random and that you must have a planned time strategy when managing social networks.
It is also important to have control over the volume of publications: neither an excessive volume that overwhelms the audience nor a scarce quantity that makes them forget about us.
With regard to content, there are experts who talk about applying the 80-20 rule: four out of every five pieces of content should be informative, educational or entertaining, and the remaining five should focus on brand-related issues.
Monitor your publications
In order to know which are the contents, the dates of publication with more engagement or at what times our audience is more active, it is very important to monitor the publications and analyze whether or not our numbers improve according to the variations that we can introduce in our strategy.
With the above, we are in a position to conclude that social networks have a significant impact on businesses by providing them with a powerful platform with which to increase the impact and growth possibilities of their business model.
These platforms provide easy access to advertising and marketing, an opportunity that does not discriminate according to the size of the company.
In addition, a correct and intelligent use of networks can mean the difference between success and failure at a time when digital life is life itself.
And although it is something we will never know, could social networks have changed any of the successes of these technological entrepreneurs who have changed history at the end of the 20th century and the beginning of the 21st?