I will
say bluntly:
Social
media facilities are not greatly exaggerated.
Let's
look at the stats, there are amazing ...
... by
2015 there are 38 million internet users in Indonesia, 79% are actively using
social media at least once a month.
A lot
right?
But in
practice it is not so.
Most
people do social media marketing in a matter of months. Because there are no
positive results they generate for the business.
Failed.
Wait a
minute ... I straightened out before the protests.
Social
media marketing is not bad. Many people who fail because it is very easy to get
caught in various social media.
Only
this is usually done (and teaching):
Create
an account, decorate with photo & complete profile
Create
interesting posts to get like / retweet
That's
not enough. Very not enough.
In
order for your effort is not in vain please continue reading. In this exercise
you will discover what is in the real social media.
1.
Determine ONE main social media
One,
no more.
Why
only one? Not much better?
It is
true. Ideally, more than that, the sooner we are known.
But
there are some considerations to consider:
Time
Cost
Human
power
Science
If you
have no problems with all four, please select more than 1.
Social
media marketing is not simple. Not just post a funny tweet or upload a meme
image. And most importantly, it is not automated from social media A to B.
You
will be aware of the reason in chapter 2.
In
essence, you as a new player will not be able to directly active in many social
media at once. It will indeed be bad.
Therefore,
choose social media that is done:
Size:
bigger is better, but not necessarily
Audience:
the presence of the people you are targeting
Content:
effective place for videos, pictures / photos, text is not the same
Let's
discuss them one by one.
It
uses social media in Indonesia from We Are Social:
The
most popular social media
Facebook
occupies the highest position as a social media with the largest number of
users, followed by Twitter.
Furthermore,
the following graph is a graph of social media usage in Indonesia based on age
range (2013):
Indonesian
social media demography
Of these
2 graphs, it appears that Facebook is the most superior social media than some
other rivals.
Does
this mean the best Facebook?
Could
be ... but not necessarily.
Size
and age are the two main factors in determining social media for. In this case,
Facebook and Twitter are superior.
But
this can still be done by your audience and your industry.
To
better ensure your choice, let's take a look at the features of each social
media:
Use
Facebook if:
You do
not want to take a headache.
Almost
everyone is on Facebook in various interests and times. Keeps a lot of target
market and is on Facebook.
Due to
enormous volume, Facebook has a tight filter. Organically, only less than 1% of
people are related and will use.
Therefore,
you will probably rely heavily on advertising.
In
addition, the type of content on Facebook is more diverse. There are many
options ranging from text, images, videos, and links. If you use Facebook,
there are users and do not focus on just one of these types.
Lastly.
The frequency of content on Facebook is low, but the quality should be high.
Use
Twitter if:
Target
market and young.
Like
the graph above, Twitter is more popular in the 18-35 year class. Moreover, it
is rare to use Twitter.
(Of
course old scores will be more evenly)
On the
one hand, Indonesian Twitter users are more interested in short and casual
content. On the other hand, many also prefer Twitter with links to websites.
So
look back at what you market and what your content is like.
If
what you promote can be used in 140 letters or can attract other people to
access your website, use Twitter.
Because
there is no filter, reaching follower on Twitter is easier than Facebook.
Therefore, the frequency of content on Twitter should be higher than Facebook.
Use
Instagram if:
What
you market can be presented in a beautiful photo.
If you
can not provide a beautiful photo or if something you market can not be used as
a photo, do not use Instagram.
The
age group in Instagram is also lower today. Based on the above graph, Instagram
users in Indonesia who are over 45 years of age are almost nonexistent.
Instagram
is easy to manage with Facebook or Twitter.
This
is because the content on Instagram is mostly just an image. Images you upload
on Instagram can be reused for content on Facebook or Twitter.
In
addition, the level of interaction by followers in Instagram is much higher.
Use
Google+ if:
You
have content on the website and want to get a high ranking on Google.
What
is unique from Google+, when your followers use Google Search then search
results from people they follow will get a higher ranking.
So
even though Google+ is not crowded, it's still worth it.
In
some industries, there are communities on Google+ that are much more active
than Facebook. You should try to find this community, if any.
Use
LinkedIn if:
You
are B2B, business to business. Not B2C, business to consumer.
In
other words, use LinkedIn if your target market is a business, not an
individual. This is because LinkedIn is filled with professionals and business
owners.
2. Set
the personality you use
If you
follow multiple brand accounts in social media, you will be aware that the
personality of these accounts is different.
Some
are relaxed:
Personality
Line
Something
serious:
Personality
of Garuda
Nothing
wrong, both good. But there are 2 things to watch out for:
Which
one reflects your business
Which
is right for your audience
Especially
since in Indonesia we have standard language and social language. Make sure you
choose the right one, and use it consistently.
If
your target market is an adult, it would be strange to use a language that is
too relaxed.
Oh
yes, 'serious' does not mean 'stiff'.
The
words you use in social media will reflect your business. No one likes to be
friends with people who talk like rigid robots.
Here
are some of the personalities you need to define at the beginning:
Brand
personality in social media
To
choose which personality you should use, answer the following questions:
If
your brand is human, what kind of personality?
What
kind of character and speech style of your audience?
What
kind of relationship do you want to build with them?
What
is the purpose of your content? What is the right personality for the content?
What
impression do you want to get from others?
3.
Content strategy for social media
This
is the most important part in social media marketing.
Without
having interesting content, all the things you do in social media will be
useless.
There
are many things that can be discussed about the content. More specific to each
social media will be discussed in the next chapter.
For
now, we will discuss the basic concept.
Success
in social media marketing is determined by 3 things:
Quality
of content
Post
time selection
Frequency
of posting
Although
the quality is high, but if you are wrong in choosing the time then the results
will be less than the maximum. Similarly for frequency / number.
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