پیام لاهه مطلق – حدود 20 سال پیش اگر فردی می‌گفت «پست من را در رسانه اجتماعی لایک کن یا برایم کامنت بذار». جمله مسخره‌ای به نظر می‌آمد! اما امروزه رسانه‌های اجتماعی یا سوشال مدیا بخش بزرگی از روزمرگی ما یا حتی کسب‌وکار را به خودشان وابسته کردند.
در ابتدا خوب است ببینیم بهترین تعریف برای رسانه‌های اجتماعی چیست و بازاریابی از طریق این کانال‌ها برای یک کسب‌وکار چه معنی دارد؟
خیلی‌ها فکر می‌کنند اینستاگرام، توییتر و لینکدین رسانه اجتماعی هستند، اما در واقع این‌ها بخشی از رسانه‌های اجتماعی به حساب می‌آیند.
به طور کلی رسانه‌های اجتماعی بستری هستند که از طریق ارتباط دیجیتال با مخاطب خود می‌توانیم به معرفی محصول، خدمت و حتی ایده خود بپردازیم و از راه تبلیغات افراد بیشتری را با کسب‌وکار یا حتی خودمان آشنا کنیم تا مشتری کسب‌وکار ما بشوند.
در رسانه‌های اجتماعی با جلب توجه مخاطب و ایجاد اعتماد برای وی می‌توانیم رابطه یا تعامل با مخاطب ایجاد کنیم تا زمانی که حتی در محل فیزیکی کسب‌وکار خود حضور نداشته باشیم مشتری خود را داشته باشیم.
برای شروع فعالیت در رسانه‌های اجتماعی، کافی است تمرکز را از سوی خودمان به عنوان صاحب کسب‌وکار به سمت مشتری تغییر دهیم و دنیا را از زاویه دید مشتری نگاه کنیم که چطور مشتری در دنیای رسانه‌های اجتماعی مشغول به فعالیت است و در این دنیای پر از شلوغی به درخواست شما واکنش می‌دهد.
دغدغه‌های مخاطب و مشتری را شناسایی کنید و اینکه چه نوع محتوایی را وقتی مخاطب شما به آن نیاز دارد برای وی تولید کنید و به این پرسش مهم پاسخ دهید که مخاطب و مشتری کسب‌وکار ما در کدام بستر رسانه‌های اجتماعی فعال‌تر است و به راحتی به وی می‌توان دسترسی داشت؟
براساس آمار جهانی امروزه هر فرد حداقل در 6 رسانه اجتماعی، حساب کاربری دارد اما اینکه چه تعداد از این حساب‌های کاربری فعال هستند به نوع دسترسی مخاطب بستگی دارد و اینکه اغلب ایرانی‌ها هم در آن فعال باشند برای حضور مخاطب و کسب‌وکار اهمیت زیادی دارد.
پس به عنوان صاحب کسب‌وکار حتما از خودتان بپرسید: کدام پلتفرم رسانه‌های اجتماعی مناسب کسب‌وکار من است؟
– اینستاگرام، اولین اپلیکیشن گوشی‌های هوشمند متعلق به شرکت متا (فیس‌بوک سابق)، رسانه اجتماعی برای اشتراک‌گذاری عکس و ویدیو است. در اینستاگرام محتوا باید خلاقانه باشد. عکس‌های جالب از محصولات یا کارمندهای کسبوکارتان می‌تواند جالب باشد. تجربه می‌گوید روزانه نباید بیشتر از یک پست منتشر کرد.
– لینکدین جایی است که افراد حرفه‌ای و متخصص برای برقراری ارتباط، شبکه‌سازی و اشتراک‌گذاری محتوای خودشان استفاده می‌کنند. برای کسب‌وکارهای B2B هم بستر مناسبی است تا از طریق شبکه‌سازی به معرفی محصول یا خدمت خود بپردازند.
– توییتر، یک ابزار خبری در لحظه است ولی می‌تواند جای خوبی برای تعامل با مشتری باشد. برای خیلی از کسب‌وکارها بستری برای تعامل با مشتری است. فقط این نکته را در نظر داشته باشید که در توییتر زیر نظر عموم هستید و نباید دچار جر و بحث آنلاین بشوید. اضافه کردن عکس یا ویدیو به توییت شما باعث می‌شود بیشتر دیده شوید چون جلوه خاصی ایجاد می‌کند.
– با پینترست می‌توانید عکس‌های جذابی برای مد، دکوراسیون، زیبایی و سرگرمی منتشر کنید. اگر کسبوکارتان به سبک زندگی نزدیک است پینترست می‌تواند فضای مناسبی برای شما باشد چون بیشتر از 75 درصد کاربرهای آن خانم هستند. یکی از ویژگی‌های پینترست این است که می‌توانید برای هر پست یک لینک قرار بدهید که باعث ترافیک بیشتری برای وب‌سایت یا سایر رسانه‌های اجتماعی‌تان داشته باشید.
– آپارات هم یک رسانه اجتماعی است که می‌توانید ویدیوهای مربوط به کسبوکارتان را نمایش بدهید. با استفاده از برندینگ کانال خودتان را بهینه‌سازی کنید و همراه با ویدیوتان یک توضیح هم بنویسید تا در موتورهای جست‌وجو هم دیده شوید.
وقتی می‌توانید بهترین نتیجه را از بازاریابی رسانه‌های اجتماعی بگیرید که با اهداف بازاریابی‌تان ترکیب کنید. امروزه عبارت بازاریابی ادغام شده زیاد شنیده می‌شود حال این ادغام به چی معنی است؟
ادغام یعنی ترکیب فعالیت‌های بازاریابی مختلف به صورت استراتژیک. با بازاریابی ادغام شده همه اجزای بازاریابی در کنار هم داستان منسجمی را در سرتاسر روز برای مشتری روایت می‌کنند.
اما از کجا متوجه بشوید کدام یک از رویکرد‌های بازاریابی‌تان باید حذف شود و بازاریابی رسانه‌های اجتماعی به چه صورت باید باشد؟
برای این پرسش، باید به 4 سوال پاسخ بدهید:
سوال‌های اساسی مطرح کنید.
چه اهدافی دارید؟
بهترین راه برای جذب مشتری چیست؟
از کدام کانال‌های رسانه‌های اجتماعی و سنتی استفاده می‌کنید؟
و کجا بهتر از همه مشتری پذیرای پیغام کسب‌وکار شماست؟
حرف زدن آسان است گوش دادن سخت و از همه سخت‌تر این است شنونده خوبی باشیم.
برای شناخت بهتر مشتری و اطلاع از فرصت‌ها و چالش‌ها باید به گفت‌وگوهای مخاطب خوب توجه کنید.
با رسانه‌های اجتماعی می‌توانید اطلاعات مربوط به بازار هدف را کسب کنید که این کار نوعی تحقیقات بازار است البته این کار رایگان نیست چون باید برای این کار وقت صرف کنید.
اما با رسانه‌های اجتماعی این کار آسان است. اولین کار این است که به صحبت‌ها و نظرات مشتری خوب گوش کنید متوجه شوید دنبال چه هستند؟ چه نیاز و مشکلاتی دارند و کسب‌وکار شما در چه موردی می‌تواند به آنها کمک کند؟
اهداف رسانه‌های اجتماعی خود را تعیین کنید.
تمام کسب و کارها هدف دارند. از یک شیرینی‌پزی که می‌خواهد مشتری‌هایش از هر جور کیکی که می‌پزد مطلع بشوند، تا یک مجموعه خرده‌فروشی که می‌خواهد همه جای کشور شعبه داشته باشد.
بعضی اهداف بزرگ، مهیج و بی‌پروایی دارند و بعضی‌ها هم رویکرد محتاطانه‌تری دارند.
فرض کنید می‌خواهید نکاتی را به مشتری خود اعلام کنید که هم تخصص شما را نشان بدهد هم در یاد وی بمانید. یکی از راه‌ها ترغیب مشتری‌های فعلی به اشتراک در خبرنامه ایمیلی است که چطور شرکت شما توانسته رضایت مشتری‌های خود را جلب کند.
اما آیا هدف رسانه‌های اجتماعی با هدف بازاریابی متفاوت است؟
در اصل تفاوتی وجود ندارد. خیلی از کسب و کارها از رسانه‌های اجتماعی برای حمایت از کسب و کارشان استفاده می‌کنند.
متاسفانه بعضی از افراد موفقیت را در تعداد لایک‌هایی که دریافت می‌کنند می‌سنجند که این رویکرد غلط است. با این که لایک قابل اندازه‌گیری است اما رویکرد خوبی نیست. در واقع لایک یک حرکت سطحی است همان‌طور که وقتی دو نفر آشنا در خیابان برای هم سرشان را تکان می‌دهند که غیر احوالپرسی معنی دیگری ندارد. لذا لایک‌ها اهداف مطلوبی نیستند چون بیش از حد ناپایدارند.
در عوض اهداف‌تان را براساس سنجش نتایج تعیین کنید. مثلا دوست دارید وقتی مشتری در رسانه‌های اجتماعی با شما تبادل دارد چه حرکتی را انجام دهد به عبارت دیگر می‌خواهید چه کاری را انجام دهد.
رسانه‌های اجتماعی باید مثل همه تاکتیک‌های بازاریابی برای ارتقای کسب و کار و هدایت شرکت در مسیر دلخواه طراحی شده باشند و در غیر این صورت باید تغییر داشته باشند.
- مشاور و تحلیلگر کسب و کار دیجیتال
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