Just over a year ago we found ourselves questioning our approach to social media. I want to preface this by saying that DMA Solutions has been engaged and invested in social media marketing since 2008 – so we’ve had to make a great deal of adjustments to how we share content over the years. But the social media game has changed so much that our previous approach was no longer as effective. As a result, over the last 12 months we’ve completely rebuilt our approach to social media and we are seeing significant results for the brands that we work with and ourselves.
We truly believe that social media is extremely effective for fresh produce brands, but it requires a great deal of planning and a much more strategic approach than it did even just a year ago. Here are 4 reasons why we changed our approach to social media:
- Real-Time Communication Became Essential.
Although we still highly recommend maintaining a well thought out social media content calendar for each month, the tables started to turn when real-time communication became increasingly essential to success. Now Twitter users are even given the option to block pre-scheduled tweets from brands. To truly set yourself apart as an authentic, personable and trusted brand, you must invest in time daily to engage with your audience, respond to their messages and comments, and seek out influencers to create a relationship with.
- A Slow Response Time Can Hurt Your Efforts
If you’re a fresh produce brand on social media, you’ve likely had experience at some point with a consumer complaint – even with photos posted for everyone to see. In situations like these, time is of the essence and brands should reply immediately in order to turn the situation around and in favor of their brand. This requires near constant monitoring of social media networks, something that will require more hands on deck to make possible. Now Facebook even tracks average response time from your page and prominently displays it to your page visitors at the top – don’t let a slow response time hurt your page performance!
- Success Requires Measureable Goals
Although we’ve reviewed social media analytics in the past to identify what was working and what wasn’t, we realized that it wasn’t enough to just look at the numbers. Social media now requires goal-setting – both long and short term – for marketers to measure and prove true success and worth. A brand will not be as effective on social media without set KPIs or SMART goals that will drive their efforts and help marketers to make decisions that will improve their reach and build community.
- Social Media Cannot be About YOU
It’s not enough anymore to just share your company story and hope somebody listens. Your messages need to be uniquely tailored to the audience that you want to reach. Now our social strategy involves significant thought and planning each month to determine who we’re talking to and what their pain points are. This guides our communications each day in a more strategic way than before – that’s what it takes now to find success in the crowded social media world.
We know social media marketing is a priority for fresh produce marketers, but many of you continue to struggle to keep up with the demands the digital landscape requires. Just remember that you’re not alone! A whopping 88% of marketers feel that they need to create more engaging, higher quality content. We understand, because we’ve just gone through a huge social strategy transformation and we understand the challenges first-hand, and that’s why we want to help. Let our team of social strategists and experts dive into your social networks and provide you with recommendations for goals, identify areas of opportunity, and provide tips for immediate improvement for your brand. If you’re ready, click here to learn more.
