Many brands focus content marketing efforts on generated large audiences on Facebook, Twitter, LinkedIn and other social networking platforms. While numerous "likes" and followers are important for visibility and brand awareness, the real potential for social media marketing lies in the quality of consumer relations brands can form online.
Often, social media fans are current or returning customers, because consumers rarely seek out businesses on networks unless they already use the business or intend to use it. Therefore, it's important to remember many Facebook and Twitter audiences are already familiar with the brands' products, which marketers should capitalize on by strengthening the business-customer bond.
Intriguing, fun, interesting and pertinent content drives consumer traffic to social media profiles and brand websites. It's important for marketers to find the right balance of promotional posts, calls to action and shared photos, articles and other content. The primary goal of these efforts should be interaction. Brands may consider running contests or trivia games, asking customers to share photos or thoughts and feature customers on their profiles. When brands create loyal communities by stimulating conversation, they're more likely to be introduced to new consumers.