What Is Social Media Integration? (Plus How To Use It)
Marketing a business for online and within the community surrounding your workplace can help improve customer retention and a business' discovery rate on both fronts. Social media integration can help a business advertise concerning new products, sales and content through internet gateways for customers. Learning more about social media integration can help your business as an employee in a marketing team. In this article, we review what social media integration is, why it's important and how to effectively conduct it on your company's website.
What is social media integration?
Social media integration is the use of social media during a marketing strategy. This can mean the business advertises their social media in business gatherings, meetings, webinars, on websites or during product showings. Social media integration also means the business uses social media to direct customers to business events, making the advertising move both ways. Social media can help direct customers to your company's website, or inform them about company events such as meetings or webinars. Companies can also use their websites to manage social media accounts, informing customers of them so that they can follow them.
Why is social media integration important?
Social media integration is important for many reasons in a business marketing strategy, including:
Improves business awareness
When a company promotes its social media through multiple channels, it can help improve business awareness depending on those channels. Advertisements in public areas or websites can advertise on two fronts, both to those within view and those who may peruse social media afterward. Promoting the business where you work through social media at all can help outreach to customers that may have not otherwise interacted with the company's products. By integrating social media in multiple ways, your business could give customers more opportunities to see products and services in a showcase fashion with social media presentation.
When you integrate social media in different aspects of your business, it can help create awareness surrounding specific products. For example, if employees integrate social media during new product presentations, and simultaneously post about the same products on social media, customers could view both presentations and maybe choose to buy the product. Social media can help enhance a customer's product experience, even during services or after checkout.
As another example, consider a customer who recently used a service from a business. Integrating social media into the checkout system can give the customer an opportunity to review the service, leave feedback or ask questions about the company easily. If the social media is well-managed and administrated, social media can act as an impromptu help service when customers need to talk to business associates as soon as possible. Social media cen help inform customers about products, services and when or where they may be more readily available.
It helps improve customer retention
Integrating social media into a business website can help improve the likelihood that a customer will return. For example, if a potential customer visits a website and discovers the company's social media, they may want to follow it so that they remember to return for products at a later time, or to remind themselves about a product they may be interested in. Because social media integrates with the daily lives of some customers, having social media as available to customers as possible helps ensure customers remember and consider the products from a company.
Benefits of social media integration
There are many benefits to social media integration, including:
It helps form a brand
Social media can help form a brand identity, both within the company and in product presentation. If your company wants to present casual language as a brand identity, marketers can do this through both advertisements and social media. Social media can help form the attitude, language, imagery and response rate of your brand. Through replies, posts and likes, your social media can even go as far as forming an online persona as a representation of your brand to customers.
It helps confirm company culture
While social media can help develop a brand, it can also help develop a company culture within the organization as well. The language used in social media, especially within your marketing team, can help form the company culture within multiple other departments. For example, if you want a casual company culture within your department or others, consider writing social media posts in your social media posts for the company as casually as the business allows. Casual posts may influence casual behavior among coworkers and even leaders.
It helps arrange advertising campaigns more effectively
Elements of an advertising campaign, such as commercials, webinars and social media advertisements, can all have improvement from social media posting. If your department wants to further use an advertisement video, posting it to social media can help it circulate even after the advertisement period is over. You can also help extend the attendance for webinars by posting the links for them on social media, including reminder and after-conference links.
Examples of effective social media integration
There are many examples of effective social media integration, including:
Social media links in websites
To integrate social media links in websites, there are many options a department has to choose from. They can choose to include links in the collective bottom of each page within a site, or perhaps include it near the bottom of the About page that many businesses have. Another way they could integrate the media within the website is by having an active feed of the media. This can help them understand the social media's language and may even encourage a purchase if the marketing team features a product or service on the new posts page.
Social media QR codes in presentations
During a presentation, having a QR code that leads to your company's social media website can help improve your social media retention and product sales gains. A QR code can also be more convenient than a printed hyperlink or a social media handle. QR codes can instantly lead customers to the website if their phone is compatible with the code.
Social media listings during webinars
During a webinar, it's helpful to integrate social media names or handles within the presentation. Marketing teams can do this by arranging live polls through social media websites if that social media supports poll use. They can also encourage social media interaction during the webinar to answer customer questions or to receive feedback. Social media can advertise webinars by sending links, reminders and updates as the webinar progresses.
How to effectively conduct social media integration on your website
If you or your team want to conduct social media integration for your website, consider the following steps:
1. Create unified social media profiles
To integrate social media with a website, consider creating unified social media profiles for your company. Unified social media profiles often have the same name, content and posting pattern. This means the team will have to decide on a unified posting language, and how often the social media posts updates. Unifying social media activity can ensure that no matter a customer's social media preference, they can find content of equal value across websites.
2. Administrate profiles equally
The next step to creating proper social media integration is profile administration. If the marketing team wants an active social media presence, consider administrating social media profiles equally. This means activity, responses and post content should be relatively the same across all social media sites. If your social media team responds to one posting site as much as another, it can encourage customers of all types and social media preferences to follow the company's activity.
3. Create connections
When integrating your company's social media presence to the company website, create connections for each site as they become available. For example, when a new product releases, consider creating a social media post about that product on each site. Once company posts exist on each social media, consider linking these posts to the announcement page. Not only does this help keep social media unified, but it also encourages customers to look at the product advertisements from different social media perspectives. This also helps advertise the product on multiple fronts, for maximum profit potential.
4. Repeat connections consistently
To maximize both your company's social media presence and connections, try to make social media connections as often as possible. You can do this by connecting social media posts to your website as often as possible, through updates, product releases and announcements. The more you connect your social media to business activity within the website, the more posts your customers have the potential to visit.
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