In 2013, when the first time we founded BASIC|LUDO as a strategic brand consulting firm, the surge of social media marketing had just started. The use of social media, particularly Facebook and Twitter by medium-scale business, were still on the surface layer, not yet massive. It was much different compared to what happen today. As time goes by, smartphone technology was advancing rapidly. Our society’s purchasing ability had also been increasing, so we had enough resources to own sophisticated smartphone; which surely changed they way we behaved as consumers. Since then, social media was considered as one of most influential marketing channels.


During those early years, social media marketing has been our primary service. “Converting followers to be buyers” is our mission in assisting our clients in managing social media for business. Our priority is not follower quantity in our social media, but rather converting the followers into potential buyers. The number of followers gives us opportunity in increasing viewability of a business; even further as virality drive. When we widen the coverage of how people reach us, indeed, there will be high opportunity of increasing the follower numbers. However, this process takes longer time to drive them to the cashier desk, especially when revenue is decided by transaction quantity.  


Now, what happen today? To be honest, there will be no significant changes beside the increasing numbers of social media users, followed by the always updated and renewed features and platform technical function of social media. The shifting offers an opportunity to which strategy and comprehension belong to optimize. Social media management for specific purpose indeed have clear distinctions, for example social media management for B2B and social media management for institution, are completely different from social media management for B2C and for medium-scale businesses. What differentiate them are on the treatment, framing, and content management.


Here I present some primary factors in managing social media for B2C.


1. Objective

The fundamental objective is as marketing communication channel. Set your specific objectives of your business presence in social media. For example, prioritizing education on specialty coffee for coffee shop or venue directory, ambiance, and services. One concrete example is presenting it in product catalogue. The specific objective setting will direct the communication flow.

2. Identity

The presence of social media urges business to show its clear identity to be easily identifiable, recognisable, distinguishable, and comprehensible. Don’t confuse identity just as only about logo, but all touch points which tells what your business is, well and clearly. Here are some touch points to reveal your brand identity: the style of pictures/photos you pick, language framing in captions, hashtags, brand people, and venue.


3. Key Audience Circle

Every follower in social media platform plays a different role for business. Generalization treatment for social media followers is one factor which drives social media management failed. One strategy we must try out is mapping followers into key audience circle. We can categorize them in at least three audience circles: a) followers are existing customers; b) followers as potential customers, and c) blind followers. By mapping the followers -- based on demographic or network target -- social media management gets more directed.



4. Channel and Anatomy

Nowaday, Instagram is the most preferable social media platform. However, it doesn’t mean that other social media platform is neglected. Each platform, indeed, has its own aesthetic, anatomy, and function. Regarding the anatomy and aesthetic of each channel will help us in strategizing marketing communication in social media. It happens when we’re going to optimize the promote/ads feature provided by the platform. Visual, as the primary element of instagram, drives us to visual strategy arrangement. While, on Facebook, we present different treatment. It has to be combination of story and visual. By doing this, the trap of “one-content-for-all” is possible to avoid. Rather, we direct the communication to “one-topic-for-all”.   


5. Strategic Planning

What does it mean to take a step but with no clear goal and direction. It happens also for the presence and social media management for business. The arranged goal for marketing planning is not always about the-next-thing-to-do in the activities, but is arranged to be milestones in a neat time series. Communication activities on social media is usually easily recognised on marketing campaign approach, that is in a certain period of time to reach a certain goal. Generating strategic planning means arranging activities series which will be conducted on a specific time range. There will be activity details and key performance indicators to measure the success level on each seri. Budget planning is also good to support the content production and ads service.


6. Editorial and Calendar

On point 1-5, I talk about strategic mindset, and on this point is the manifestation. Referring to magazine editorial, communication content on social media is also possible to arrange similarly; using content taxonomy and specific scheduling. This is helping in managing various publication posts and maintain the core connection of every post in an on-going campaign. Besides, various content production model such as video, video slide, carousel, you name it, are applicable and are arranged in the editorial and calendar.


7. Response and Interaction

There is no one single way of communication. So, response and interaction are inevitable in social media management. Engagement increase is reachable if the process of responding and interacting work well. Much better if they can present real time. Facebook Page has established a feature of presenting information on manager responses as one important thing followers has to consider. There are various free engagement calculator offered by social media monitoring platform. They apply similar formula to count the ratio between the number of followers and the number of interactions, such as likes and comments. This proves that high follower quantity is not an indicator of successful social media management.    


8. Monitoring and Evaluation

Moving to social media accounts for business, such as Facebook Page or Instagram For Business is highly recommended. On those business-based accounts, you can find various information system which present various monitoring indicators. You will get sufficient information such as insight on each post, profile visit, and impression. In more general, you can also control insight activities, content, and audiences. Conducting regular monitoring and evaluation and considering the insight data will assist us in deciding which content is the most influential and preferable on social media activities. So, that content will be the reference when you’re gonna prepare the next content.

Nisaul Aulia
Brand Strategy Expert