How to Communicate via Social Media Like Google

Today most companies have a presence on social media. The least successful social brands use these channels as another medium for advertising or sales. So what are the successful companies doing different? A successful social media brand strategy will include a plan to inform and educate your social friends. This type of conversation is what builds trust and relationships and is the key to success in the social media arena. Great social companies communicate regularly with customers keeping them informed of new products or updates, as well as educating customers how to get the most from these products. Let’s take a look at one corporate giant that is familiar to all of us and analyze the many ways this company uses social media to keep in touch with customers:

Google’s mission is “to organize the world’s information and make it universally accessible and useful.” We all know that Google has been hugely successful at keeping this purpose at the forefront of decision-making with the vast array of products and services they offer, but how can the layperson keep up with all of the updates and new products? To notify users of the latest and greatest updates or new products, Google uses a holistic communication approach to reach the mass of its users. This cross-promotional social sharing starts by posting trending news articles on the corporate website and continues with participating on many social channels to keep users informed on their preferred channel.

Starting with the corporate website, users have access to the company blog which provides an abundance of articles about recent activity at or about Google with additional company social links on the left. All of these links are user-friendly and provide Google customers with several options to stay well-versed on their favorite product(s).

Corporate Websites Should Link To Social Media Chanels

Corporate Websites Should Link to Social Media Channels

Creating a free Google+ page gives users the ability to follow any or all of the many Google product pages such as Google, Google+, Google Play, etc. No matter which Google product(s) is your favorite, you can receive the most current information directly from the company from the variety of Google+ pages available to follow.

Make it easy for customers to follow your social media sites

Make it easy for customers to follow your social media sites

With the popularity of mobile devices, you can also “take Google with you” via the many mobile apps that have been developed. For example, regardless of whether you’re an Android or an iPhone user, you can now use Google Chrome as your browser. There are many apps to choose from, but my most used are the Gmail and Google Calendar apps. With the customizable features, it’s like having a personal assistant with you 24/7.

Take Google Everywhere With Mobile Apps

Take Google Everywhere With Mobile Apps

Outside of the Google playground, there are many other channels for users to stay abreast of updates and new products:

  • @google is the official Twitter account and if you are one of the over 6 million followers, you can stay current on Google’s many products through their tweets.
  • Google also has a Facebook page, www.facebook.com/Google, with 13 million followers who receive tips and alerts on how to get the most out of the many Google products and services.
  • If users prefer, they can also find Google on LinkedIn, YouTube, and the list goes on.

Just like Google, using many social media channels will give your company numerous platforms to inform and educate your customers of the plethora of products and services you provide. These conversations will help you to continue developing and improving your products and services which creates brand evangelists. These evangelists are eager to pass along your brand’s educational information by way of liking, retweeting or sharing content, creating a ripple effect for greater awareness to your customers.

How is your company using social media to keep customers informed and educated? How can you use social brand evangelists to help spread the latest news about your products or services? Share your thoughts with us in comments box below.

3 Ways To Tie-In Your Company’s Objectives With Social Media

Social Media Marketing

Decision Makers Need ROI From Social Media

Social media continues to gain speed, yet decision makers can be reluctant to jump on the train. Companies large and small have focused on measuring social’s return on investment strictly with increased sales. However, there are other forms of ROI that can be measured with greater ease and offer greater returns. In order to determine the best method of measurement, marketers need to investigate the organization’s objectives.

Social media can be tied in with the following three objectives for any size company:

  1. Core business objectives can be as unique as the company. Common objectives include increased revenue, reduced expenses, and communicating organizational changes.  As a marketer, you’ll detail a social media strategy that supports the company’s objective. Examples can include companies who have successfully reduced customer support costs by setting up one or more social channels to answer customer’s questions.
  2. Marketing objectives are the overall goals of the campaign. Common marketing goals are to build greater awareness of the brand, grow the opt-in data base for future marketing campaigns, drive more traffic to its website and increase conversions, and strengthen customer relations to for increased customer loyalty. Marketers can easily give evidence of how implementing a social media program will achieve these goals with measurable results. Starting a company blog linked from one or more social channels will be the anchor to achieving all of these objectives.
  3. Digital objectives define the goals of all digital efforts, including social media. Common objectives measured in this area are increased sales, increased customers, more satisfied and loyal customers, and increased customer engagement. Marketers typically align the digital goals with the business and marketing objectives for consistency. Subscribing to tools such as Google Analytics allows marketers to measure results with real data, easily create reports, and improve strategies.
Company Objectives

A Social Media Strategy Supports Your Company’s Overall Vision

A presentation highlighting these points will demonstrate to executives how a strong social media strategy will accomplish the unique objectives important to the company. Measurement can be determined by increasing reach, driving more traffic to the company website, driving more traffic to the company store, increasing customer referrals and interaction, and improving real-time customer support. Decision makers now have the evidence needed to see long-term ROI from a strong social media program that supports the company’s Core Business Objectives, the overall Marketing Objectives, and the Digital Objectives.

How do you present a social campaign to executives? Share your thought s with us by leaving a comment below.