How Can You Use Social Media Marketing To Boost Investor Relations
Social Media is much more than uploading regular posts and proving your existence. Social Media is a great (almost) “free” business tool available in disguise. You can strategically create brand awareness, gather valuable information, boost Investor Relations engagement and connect with stakeholders. Remember, when it comes to Social Media Marketing, three golden words are Quality, Consistency, and Patience. Give out quality information consistently and have the patience until you can see the results. Here is a guide to start using social media for your company to reach your audience and drive market value:
1. Form A Content Strategy
First and foremost thing to do is to organize an efficient team that will be responsible for handling social media marketing from start to end. The team should comprise of IROs, content writers, graphic designers, SEO experts, social media managers, and other preferred members.
Next is to analyze the company’s current market position and past performance of social media marketing if any. If a particular strategy has worked well in the past, don’t reinvent the wheel; instead, update to adjust the latest requirements. If this is the first time you are starting social media marketing for your company, start with determining the right platforms for your company. LinkedIn and Twitter are a must for every business. You may consider using SlideShare, Facebook, Instagram, Pinterest, and other such platforms depending on the industry you are in.
Determine your goals for the period of the next 12-18 months. Use a SMART strategy to define your purpose and break the major yearly goals into short-term quarterly or monthly goals. Based on these goals, prepare a list of the action plans and put them together in a content calendar. Importantly, be sure to integrate your content calendar with the IR calendar to achieve better results.
Once you have the content strategy ready, start executing at the earliest. Whenever possible, prepare content and graphics in advance to ensure consistency for Investor Relations.
2. Form Marketing Strategy
Experts have repeatedly pointed out to spend 75% of the time in marketing the content you have produced. Our goal is to make the content reach to the target audience. Consult your marketing team to decide on strategy and budget.
Firstly, decide a fixed day of the week and time when you will post the content. Different platforms are used at different times in the day. The best time can be determined by looking at the analytics of your posts. Research suggests the following as a standard guide to post:
Facebook – 1-4 pm and 2-5 pm weekdays
Twitter – 1-3 pm weekdays
Google+ – 9-11 am weekdays
LinkedIn – 7-8:30 am and 5-6 pm Tuesday, Wednesday, and Thursday
Tumblr – 7-10 pm weekdays and 4 pm on Fridays
Instagram – 5-6 pm weekdays and 8 pm on Mondays with a sweet spot at 6 pm
Pinterest – 2-4 pm and 8-11 pm weekdays with weekends being the best
(further reading: https://coschedule.com/blog/best-times-to-post-on-social-media/)
Next, decide on the most efficient hashtags and keywords to boost reach. Use online tools to find the keywords and their search analytics. While keywords will improve your search rankings, appropriate hashtags will help you find organic stakeholders who will be genuinely interested in your company.
3. Measure Effectiveness (success indicators)
It is vital to keep track of your efforts and the results to measure success and find out critical drivers for the result. You can use the platform’s default analytical tools like Facebook’s Insights feature and LinkedIn’s Page Analytics feature. This can tell you page views, post reaches, responsiveness, engagement and more. Additionally, there are various other analytical tools available on the web that can measure the quantitative and qualitative aspects of your social media posts.
Another way to check effectiveness is the number of offline inquiries you are getting based on the content you published. Cross check your website’s analytics for any increase in page views. A subtle and long-term measurement can be an increase in business. However, it is hard to credit only social media for that, but the point is, social media does play an essential role in creating brand awareness, communicating with stakeholders and passing on information. One last vital area to check effectiveness is whether your stakeholders are up-to-date with the company’s ongoing affairs. If they are, your messages are being effectively conveyed, and you have successfully used social media to its full potential.
4. Handle Feedback
The last (but not least) step is to handle feedback effectively and use it to your advantage. The comments and personal messages your company will receive on social media should be addressed carefully. Take some time out to listen to what people want in the comments. You may also receive feedback verbally in events or over a phone call. Keeping track and responding to feedback will improve your brand name as well as give you insights on your future strategies. If someone has complaints, provide a solution within two working days if possible. If someone leaves positive feedback, don’t forget to express gratitude. More importantly, in the future, do more of things that worked and replace items that didn’t with other creative ideas.
Following the above guidelines can boost investor relations to quite an extent. Remember, it’s not about you, it’s about them. Share information that is likely to solicit responses from investors. Social media marketing should go hand-in-hand with your Investor Relations plan strategy. Focusing on the above 4 points will be enough to turn things to your favor.
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