Social Media Strategy and How it Varies by Business or Industry

Creating and implementing social media strategy is important – but not all strategies are created equal. Every business is unique, so digital marketing agencies approach each social media strategy differently depending on the client’s specific industry or business. By analyzing how a company operates, what its goals are, and who its competitors are within the industry, a digital marketing agency can fine-tune and customize your social media strategy to better achieve company objectives. Through this careful evaluation, you can work towards increasing your business’ social media ROI (return on investment).

In the B2C world, mass marketing through social media is a great way to grab the attention of potential consumers. In a B2B setting, social media is a channel through which relationships are built and sustained. The following are some industry specific examples that demonstrate success in how businesses approached their social media strategy.

Retail

In the retail industry, the conversion of viewer to consumer is of primary importance. In developing a community through social media, businesses within the retail industry can target consumers to engage and buy into their product.

Demographics show that GoPro consumers are physically active, adventurous, and avid social media users. By implementing a UGC social media strategy (user generated content), GoPro has been extremely successful in increasing engagement and loyalty within their community. By offering a chance for product users to be featured on their social media pages, not only are GoPro consumers sharing actively through social media channels like Instagram and Facebook, but simultaneously marketing different product lines to potential customers. Other retail businesses like restaurant chains can similarly implement social media as a channel for UGC and word of mouth to reach their engagement and conversion goals.

Influencers are becoming an increasingly common social media strategy. The relationship between social media and social media influencers has always played an active part in aiding retail businesses in selling any sort of product – whether that be a juice cleansing diet, an article of clothing, or a brand of makeup. Influencers are paid generously, and with a well-placed post on social media, influencers can offer retail businesses a targeted reach within a niche community. An impactful and recent example that demonstrates the importance of an influencer to a brand’s social media strategy is the relationship between Kylie Jenner and Snapchat. Known as the queen of Snapchat, Kylie Jenner has been one of the greatest influencers that brought Snapchat into the mainstream world that younger generations live in. But with one single tweet about how she no longer uses Snapchat – the business took a $1 billion drop in market value.

Celebrities and influencers also use social media as a way to market themselves. As well-known public figures, celebrities create a world of personal connection to their fan community through social media. Just as Kylie Jenner is an influencer for other brands, she and the whole Kardashian family also market themselves and their own products through social media.

Entertainment

The entertainment industry is naturally one of the largest players when it comes to social media. Also focused on increased revenue goals, the entertainment industry often uses social media to create content to resonate with its community and keep them engaged.

Netflix whose user demographics include younger generations with an interest in culture and trendsetting, is one such example of an entertainment business that uses social media to reach their community. To market their products and strengthen relationships, Netflix will post relatable and famous quotes from movies or shows they currently offer, relevant gifs, or current entertainment industry news. Upcoming or recently released movies will implement similar strategies in order to increase the engagement and reach of the movie to a wider audience who may be interested in seeing the motion picture in theaters. Through social media, entertainment products can fully showcase their brand and personality to their viewers, implementing a social media strategy that expands their reach and better connects them to relevant communities.

Science & Technology

Technology is always changing and with social media, consumers can stay on top of technology trends, while tech companies can quickly and effectively reach out to the tech centered community.

NASA is one of many technology focused businesses that caters to its consumers who are always looking out for industry related news. By sharing eye-catching imagery and newsworthy stories, NASA has amassed a great following on their social pages from technology obsessed aficionados.

General Electric similarly caters to their average consumer’s interest in science and engineering by releasing relevant visual and written content that spans across topics like new research, educational information, and stories.

Marketing

And of course, B2B marketing professionals like digital creative agencies use social media as a way to increase the opportunity to build relationships and attract new contacts.

Though we can reference the success of other businesses, every client experiences their social media strategy in unique ways. Your digital marketing agency is always dedicated to adapting and adjusting strategy based off of your success. Social media strategy will never be stationary for long.