From consumer engagement to item sales and connecting with brand-new audiences, the continued presence of social networks can be a benefit to Canadian companies if used smartly. Nevertheless, it can also have its reasonable share of downsides, from leaked info to harmed reputations. Faten Alshazly, chief imaginative officer and principal of the Halifax-based marketing and communications firm WeUsThem Inc., and Ariel Garten, the founder and president of InteraXon Inc., the Toronto-based tech business that developed a brain-activity-sensing headband called Muse, provide their ideas on the subject.
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Given the quantity of Internet time users devote to social networks, how much time and effort should companies commit to dealing with their social networks message?
Faten Alshazly: Social media engagement, not necessarily messaging, is key to the success of any business. How much a company needs to commit to it is actually up to how they value their engagement on social media.
Ariel Garten: Exactly what makes social networks vital to us at Muse is that we are breaking brand-new ground in the area of neuroscience and innovation. Due to the fact that we are establishing a new classification, it is important for us to share stories that capture the feelings of what we are aiming to attain, as the majority of people likely don’t have a concept of what a brain-sensing headband is. The stories we share assess the way meditation changes lives from not only the science but likewise the way of life viewpoint. We do substantial use screening to discover how clients understand our item and what resonates with them. In addition, social networks permits us to connect one-on-one with our customers. It’s not simply about relaying messages, it has to do with connecting with them on a more intimate level.
If you have X variety of fans on Facebook or Twitter, does that transform to business success? What type of metrics should businesses be looking at?
FA: The number of followers on any social network does not always convert to business success, but it does give you a system to spread out understanding about your business through that followership and hopefully through their networks if they do share some of that information. The metrics that businesses need to be taking a look at is direct engagement that is tied to particular campaigns that are tailored toward driving sales. There is no direct tie between activities on social networks and fundamental sales.
AG: I do not consider social media to be a sales channel. People do not follow us to be offered item. They follow us due to the fact that they want to be engaged with interesting stories that relate to natural health, mindfulness and technology.
Does it really offer a competitive benefit for Canadian businesses, or is it simply a case of everyone else is doing it, so why shouldn’t we? What sort of customer insights can be acquired through making use of social networks?
AG: “Doing it” is not actually a benefit for any company in my opinion. It’s about supplying value. Each company will make use of social media in various methods and the social networks channel has its benefits and drawbacks. Some social media strategies depend on offering product and others work as a customer care and retention car. For Interaxon, it’s about developing psychological engagement with our consumers.
FA: As a Canadian company in a worldwide marketplace it is the single most easily accessible and cheapest way to market to a worldwide audience. At WeUsThem, we do a great deal of business in the global marketplace and what we have discovered is that we are discovered naturally or through referral more often than not from the digital platforms. Social network is approaching a place where consumers can seek you out through social track record gotten from their own network that is far higher than a traditional ad that is both impersonal and unidentified to a new consumer.
Is it possible that social networks use will come to a head, or there will be social networks fatigue?
AG: Sure it’s possible. However another channel will be around the corner. Keep in mind Friendster? Of course, everyone remembers Myspace. Anywhere you can develop a relationship with an audience is social networks. Channels like Facebook might fade but others like Snapchat are around the corner. Social media can come in many sizes and shapes; it’s everything about telling a fantastic story and getting in touch with your audience.
FA: There is social media tiredness now. Customers might have been thrilled about attempting various networks in the past, but without a big base of users, customers are sticking to the standard networks, unless there is a niche being produced by each of the platforms. How can business prepare for not-yet-invented social media technologies?
FA: The prep work requires to remain in the understanding they have to acquire as new innovations emerge and if crucial mass is being built, that need to be participated in to on this brand-new platform. If not, investing further in uncharted territories may be a fruitless effort.
AG: I think it has to do with having the best individuals in location, who have the finger on the pulse of the current trends in social and digital. You might not wish to get on a pattern right away since you truly desire to understand the neighborhood that lives there and if it’s the ideal suitable for the brand. However, we have actually seen situations where brands have taken a risk on a platform as an early adopter and have been able to entrench themselves on the platform with huge advantages, accumulating an audience rapidly and driving huge engagement numbers. One such example was Taco Bell on Snapchat. It decided extremely early on that it was going to “own” Snapchat, purchased the platform completely with a strong strategy and fantastic material and is now one of the leaders on that channel in terms of finest practices and engagement.
What are some disadvantages for businesses making use of social media, such as hacking, trolling, details leaks or credibility issues?
The stories and discussion we have on social media are meant to be conversational and light. We are developing a track record on social media and that is a big focus.
FA: There are a couple of disadvantages to enjoy out for, such as damaging feedback, which needs a considerate and possibly offline reaction. Hacking is another prospective problem, which needs defense such as updated passwords and openness with consumers.
From client engagement to item sales and linking with new audiences, the continued presence of social media can be a boon to Canadian businesses if made use of wisely. Faten Alshazly: Social media engagement, not necessarily messaging, is crucial to the success of any business. How much a company ought to devote to it is truly up to how they value their engagement on social media. Each business will make use of social media in various methods and the social media channel has its benefits and drawbacks. Social media is moving towards a place where consumers can seek you out through social credibility gotten from their own network that is far higher than a standard ad that is both impersonal and unidentified to a new customer.