Content on social networks works differently than on the website, blog or in press releases. This not only applies to the topics, but also to the form and address. It is not enough to use Facebook, Twitter and Co. as additional press distribution lists. Users want relevant topics on the social web that occupy them and unique content that they do not receive on other company channels. Successful social media marketing lives from a diverse content mix with high-quality content that has a certain recognition value and benefit for the user. Above all is the authenticity, which the company should also embody with the content.
Social media are communication-driven - whoever does not communicate (or who communicates incorrectly) derives little benefit from the project. Often, failures also result from poor, inappropriate communication with the target group. In contrast to direct sales talks or press releases, companies communicate directly (!) With customers via social media - real people with real needs. For users, it doesn't matter that there is (also) an economic interest behind a company's Facebook page - because in the end it's all about sales. You are looking for valuable information, help, support, advice and exchange.
Anyone who understands that communication on social platforms takes place at eye level - and never works “one way” - has understood an important rule of social media marketing. So it's primarily about a dialogue with users and customers. This should take place continuously, be authentic and personal. Companies are more successful in the social web if they are attentive and empathetic, if they are interested, but also show criticism. Ultimately, the following also applies in the digital world: “You learn from mistakes!” Companies demand honesty - even in times of crisis or when problems arise. It is important to be committed, to involve the users and not just to publish information.
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