As a digital marketer, one vital aspect of my activity is social media marketing.
In Nigeria, organisations are gradually appreciating social media marketing. They know it is a valuable tool for getting their message across to their target audience.
The organisations that engage in social media do so often as an afterthought. They rarely have a clear-cut strategy written about their social media strategy.
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The Intern
Instead, they get an intern and ask the person to set up and run the organisation’s Facebook and Twitter page.
Some organisations desiring to look ‘cooler’ than their competitors even go a step further. They ask the intern to add LinkedIn, Instagram, Pinterest, Google+ and Snapchat to the list.
When the intern asks for content to post, they tell the person to ‘just post about us’. Thus, the perplexed intern posts day after day, churning out dozens of tweets and posts.
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They tweet and post about anything he or she can come up with on the organisation’s products or services.
After tweeting all there is to say about the organisation, its products or services, then the intern not wanting to look incompetent now goes overboard and posts cat and dog pics!
Then they finally go haywire and start posting jokes and meme unrelated to the organisation’s brand.
Finally, the intern may get so used to posting whatever they want on the organisation’s account that they tweet and publish their thoughts and philosophies about life, politics and religion.
Alternatively, (God forbid) they become disgruntled about the organisation and use its social media channels to vent out their frustration through endless ranting in their tweets and posts.
The intern finally gets another job elsewhere, and leaves or gets fired! Off they go! Together with all the login details to the various social media channels!
By the time the organisation realises it, the damage has done a lot to the brand. Then they have to start all over again or worse they forget about social media altogether.
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The Boss
Other organisations who think they are ‘smart’ and don’t want to fall prey to the above scenario, decide that “the boss” should handle the organisation’s social media marketing. However, guess what?
The boss already has several things on his plate to handle. He has different areas of the business to think about and does not bother spending his valuable time ‘playing on social media’.
Then some organisations value the use of social media as a tool to grow their business. They hire a professional and competent social media manager.
Social Media Agency
Some organisations even decide to outsource their social media marketing to a professional social media agency. They realise that a professional agency will have all the skills and tools at their disposal to handle social media marketing.
An agency can help you map out strategies for incorporating social media into your marketing mix. An agency can show you how to use social media to achieve your brand’s mission and vision.
Also, a professional agency will be fit to help you calculate your return on investment regarding social media marketing and how it affects your organisation’s bottom line.
These are the organisations that succeed in their social media marketing. These are the companies that do social media right.
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Closing Thoughts
At Mauco Enterprises, some of our clients have outsourced their social media marketing to us for the past several years.
The evidence is there to show. While a lot of our clients’ competitors have fallen by the wayside regarding social media marketing, our clients’ social media communities are still active.
They are still using social media to reach their target audience properly. Social media is still having a positive impact on their brand and organisation.
Are you interested in outsourcing your social media marketing? Contact me.
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