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Just as your customers turn to Google when researching products or services, your social media profiles are often now the first place people will look to find out more about your business and get in touch. It’s more than just a shop front. How you maintain your profiles and what you post (and reshare) represents your company’s values; how you interact with your customers and followers demonstrates what you’re like to deal with as a business.
Success on social media depends on understanding that it has a three-way dynamic: visitors see not just what you choose to share, or how you respond to comments and queries, but also how others react to your brand: social engagement represents a public endorsement of your website.
You need to control what you can, monitor what you can’t, and be in a position to react quickly when you need to. Your social media presence isn’t just a marketing and customer service portal – it can make or break your brand’s reputation.
According to Searchmetrics, social signals correlate strongly to better organic search rankings, perhaps in part because a high number of social signals implies that the site regularly adds new content and this plays a role in driving direct traffic and brand awareness. But this correlation does not imply causation.
Although Google continually emphasises that it is not using social signals as a direct ranking factor, the evidence suggests that it pays to have a strong social media marketing policy in place.
If you don’t have one, or if you’ve been using the same social media marketing strategy for a while, it might be time to revisit your approach.