Social Media Marketing Is Much More Than Marketing. Public Relations, Advertising, Sales, and Customer Service Are Invaluable To Engagement During Each Buyer’s Journey Stage.

I began college in engineering, switched to another major, and then journalism before finding advertising in undergrad and marketing in grad school. Yet I don’t view those other classes as wasted. I firmly believe that diverse knowledge helped make me a better marketer. The same is true for social media strategy.

Marketing via social media is unique and requires different skills from marketing, advertising, public relations, personal sales, and customer service professionals that can be more relevant to different stages of the buyer’s journey.

Customers’ needs and interests change when they’re in different stages of the buyer’s journey. Social media marketers should create unique content and engage in unique ways during these stages. Yet, the best person for the job isn’t always a marketer.

In your business or organization, you have different people or departments better suited for various content and response depending on buyer stage. Diverse employees and departments are best suited for communicating with and appealing to consumer interests and needs in these distinct stages.

Optimize your social media strategy with appropriate content and engagement from those employees, disciplines, and departments. Distributing social responsibilities to the most relevant people can be more effective and efficient. This often requires alignment of goals and objectives, software integration, and a system to identify, sort, and assign social media tasks across siloed departments.

A cross-discipline approach tailors content and engagement to consumer needs. It also can help scale one-on-one social media engagement spreading out time and costs across department responsibilities, budgets, and staff. To ensure the most appropriate people are creating the content and engagement follow these suggestions for each stage.

Click image to download a template PDF.

Pre-purchase Stage Content, Engagement, and Disciples.

During the pre-purchase stage, B2C or B2B consumers are not actively seeking to buy. They may have a general interest and are simply exploring and learning. Or they may have a problem but have not realized the solution yet. In the pre-purchase stage use social media listening to find people in the market who haven’t purchased. Listen for brand, product, category, competitor, or specific product and service mentions.

  • Marketing and advertising can contribute by creating relevant messages and content. This includes content from followers and reviews. Monitor conversations to engage with marketing-related questions.
  • Public relations can monitor for reputation issues and negative mentions must be managed. PR uses media and influencer outreach to generate earned media awareness.
  • Sales reps create and share valuable content and answer consumer questions to generate leads.
  • Customer service can create satisfied customers who share positive experience reviews and make more purchases turning customer service into marketing.

Purchase Stage Content, Engagement, and Disciples.

During the purchase stage, people are interested in buying and are seeking the best options. They’re looking for value, convenience, special offers, guarantees, and signals that your product or service is the best for their needs and budget. In the purchase stage use social media listening to find people seeking purchase information such as prices, offers, stock numbers, contact information, shipping options, or store hours.

  • Marketing and advertising can help answer questions, and provide additional information related to the product, service, and offers.
  • Public relations create content to educate via media and influencer outreach. PR looks for competitor comparisons and 3rd party endorsements for social sharing.
  • Sales reps in B2C directly interact with customers to facilitate sales. B2B sales reps engage identifying leads to set up appointments and sales presentations.
  • Customer service can respond to any technical and account issues or complications in the purchase process that may prevent a sale.

Post-purchase Stage Content, Engagement, and Disciples.

During the post-purchase stage, people have purchased your product or service but are looking for validation that they made the right decision. In most markets, there are many options and buyer’s remorse may creep in. There may be complications, issues, or hiccups that come with a new purchase. In the post-purchase stage use social media listening to look for current customers seeking help with product usage, problems, and account issues. Also, seek happy customers who share positive product and service experiences.

  • Marketing and advertising can create messages that reassure purchase decisions, share messages of happy customers, and build brand community through offers and loyalty programs.
  • Public relations creates relevant brand and earned media that engages current customers, other stakeholders, and influencers to maintain relationships.
  • Sales representatives can follow up with customers to ensure they are happy with regular interaction while encouraging referrals and additional sales.
  • Customer service can resolve any post-purchase issues to help with retention and loyalty, plus contribute to positive social media comments and reviews.

Social media marketing is more than marketing. Are you missing out by not working across disciplines and organizational department silos?

Customizing listening and response with cross-discipline teams in social media can help scale social media engagement. Meeting different needs of consumers through all stages of the buying cycle can help businesses achieve their overall goals more effectively and efficiently.

Another way to improve your social media content is to consider the right content in the right places. For help see my post “Does The Shoe Fit? How To Make Your Social Media Marketing More Strategic” including a Social Media Content Planning Template.

This Content Was Human Created!

Artificial Intelligence And Social Media. How AI Can Improve Your Job Not Steal It.

Artificial intelligence (AI) is a buzz word that can be confusing and even scary. Some predict AI robots will replace humans, but in this article I will focus on what AI exists now and how it is helping or could be helping your social media strategy. AI empowered social media can assist in many areas such as content generation and optimization, 24/7 engagement, automated bidding and placement of social ads, enhanced audience targeting, automated analytics, personalization, and social listening.

AI and Big Data

Artificial intelligence is simply computer systems performing tasks that normally require human intelligence. In the world of big data AI comes in handy. Big data is the massive amounts of data so large and complex it can’t be processed with traditional data applications. This consists of structured data organized in databases and spreadsheets and unstructured data in free-form text, images and video in documents, articles and social media. IBM reports 2.5 quintillion bytes of data are created per day and over 80% is unstructured with much of that from social media.

Algorithms

An algorithm is a series of steps performed by a set of rules to perform a function. We’re most familiar with algorithms as the rules that decide what appears in social media feeds. We try to determine social network algorithm signals to increase our organic reach. Alternatives include paying for social ad placement or influencer marketing. AI can improve social ad campaigns and improve influencer marketing. AI in influencer marketing can aid in finding and vetting ideal micro-influencers for brands.

Automation

Automation is software that does things without human intervention. Examples include Amazon tracking shopping history to suggest similar items to automate cross selling. Automated testing pulls data to generate scheduled reports. Automated reminders help employees and customers through alerts and notifications. Drip marketing automates sending a series of communications on a schedule or by consumer trigger actions. Drip marketing has used email for years but also now uses chatbots in Facebook messenger.

Machine Learning

Machine Learning is when computers learn from experience by modifying processes from new input. Machine learning can use algorithms to try random variables learning which work best to achieve a goal such as lowest cost per impression or acquisition. Programmatic advertising uses machine learning and automated bidding and placement for media buying. Deep Learning goes further with data processing on a neural network for faster more complex learning. Pattern recognition is a form of machine learning where a computer can be trained to detect patterns in text or visual data.

Natural Language Processing And Generation

Natural language processing (NLP) finds linguistic patterns to analyze and synthesize speech. This is how Hootsuite Insights determines sentiment of brand social media conversations. It can also help with crisis management. Dataminr uses NLP to monitor real time social conversations for crisis communication and real time marketing. Natural language generation (NLG) takes non-language inputs and generates spoken language. Phrasee uses NLG for AI-powered copywriting creating data-driven, human-sounding brand copy for Facebook and Instagram.

Image Recognition

Image recognition or computer vision is software that can recognize people, animals and other objects. Brandwatch has an image detection and analysis tool that finds images containing a brand to report how, when, and where consumers are seeing it. CrowdRiff uses image recognition to discover user generated images (UGC). They combine this with brand owned images and performance data for content optimization. Pinterest has AI powered visual search called Pinterest Lens. Marketers can purchase search ads to appear in that search and use Shop the Look pins.

Predictive and Prescriptive Analytics

Predictive Analytics helps understand future performance based on current and historical data. Prescriptive analytics helps determine the best solution among various choices. Salesforce’s Einstein uses AI for customer and lead predictions and recommendations. Einstein analyzes sentiment and intent to route social conversations to the right person streamlining workflow. IBM’s Watson uses AI for campaign automation and marketing personalization. Virtual Assistants add human interface to software. Watson Assistant replaces tedious queries and spreadsheets with simple questions such as, “How did social media perform this month?”

Chatbots

Chatbots use AI to simulate human conversation through voice commands or text chats. Chatbots can be used for drip marketing automation, lead nurturing, onboarding, renewals, confirmations, and engagement. AI-empowered chatbots can also help lead customers through the sales funnel (AIDA). For awareness bots can initiate conversation at scale communicating one-to-one with 5 or 500 people. At the interest stage bots provide 24/7 engagement at the moment of interest. In the decision stage bots supply information, answer questions and send content. For the action stage smaller purchases can be completed by the bot or hand off more complex ones to a human.

Social Care

AI-powered support can improve customer service via social media. ManyChat’s Facebook Messenger chatbots give customers convenience and speed. Simple chatbots spot keywords and respond with predetermined answers. AI-powered chatbots use NLP to create conversations like human agents. When problems get too complex chatbots can recognize this and hand off the conversation to a real agent. Some report chatbots could save businesses $11 billion in support costs by 2025.

Social Ad Optimization

Pattern89 uses AI to analyze billions of data points daily to discover what social ad dimensions drive customer behavior. Their AI analyzes every combination of placement, device, interests, age ranges, behaviors, demographics for custom optimization insights. Clinch provides personalized programmatic social media content across the customer journey. AI enables them to generate unlimited personalized ad versions with real-time optimization for text, image and video. Motiva AI works with Oracle’s Elogua marketing platform to scan campaigns and make performance recommendations, optimize time and frequency suggestions, run auto multivariate messaging experiments, and automatically discover new audience segments.

Privacy And Ethics

With the General Data Privacy Regulations (GDPR) in Europe and new U.S. regulations like the California Consumer Privacy Act (CCPA) marketers are concerned about compliance. Charles Taylor argues that AI could help with consumer privacy protection. For example, Anyclip AI identifies video events and actions for contextualized social media ad placement. Using this AI could allow custom targeted messages without accessing third party consumer data. AI could also improve targeting to insure ads don’t appear with objectionable content. AI can also help with issues like cyberbullying. Instagram is using AI to identify negative comments before they’re published asking users, “Are you sure you want to post this?”

For the social media professional AI can help improve your job.

Gartner describes AI as a way to automate manual time-consuming processes to free up time, so marketers can be more strategic and creative. Pattern89 sums up the advantages of AI saying “AI algorithms work quickly and thoroughly, and they understand more data than a human can analyze within a single lifetime.” According to Adobe, the top marketing uses of AI include analysis of data, personalization, optimization and testing, image recognition, automated campaigns, content creation, programmatic advertising, digital asset management, video recognition, creative work, and automated offers.

How are you using AI to improve your social media performance?

No matter how you use AI ensure you Ask The Right Questions To Ensure You Have The Right Strategy, follow Best Practices For Social Media Content To Improve Your Writing And Design, and have a good Social Media Measurement Plan.