Establishing a Presence on Social Media: Benefits and Considerations

Chapter 1 of the Social Media Platforms Best Practice Guide

Organisations with a social media presence can enjoy greater brand recognition and awareness, more opportunities to convert and a greater understanding of the customer. This chapter considers the business benefits of using social media and the questions brands should ask before going social.

14 minute read

Social media has come a long way since the days of forums and user groups. Social media users now number in their billions, and marketers must stay tuned to the many rapidly unfolding opportunities to engage with audience on different platforms. This chapter considers the business case for building a social media presence and the steps companies should take before going social. It covers:

The benefits of social media: Businesses that have experienced success on social media have not done it by accident. What are some of the benefits social media can provide brands, and what steps should they take to maximise the opportunity?
How to determine whether social is right for the brand: Every social media platform is different, characterised by their own audiences and codes of conduct. How do marketers work out which platforms are right for their brand and the strategy they should take on the platform to avoid wasting a lot of time, money and effort?
Platform and content strategy: Before establishing a social media presence, marketers must think about their content strategy. What are the core questions marketers should ask to help guide their approach, so that they connect with the right audiences?