What makes a professional social media marketer

Social media marketing: with likes to success

What exactly does social media marketing mean?

Felix Beilharz: To put it simply: this is marketing on social media and with social media. So it's about presenting yourself as a company close to customers and using media such as blogs, Facebook, Twitter and Co. to build up an image there and publish content.

And on which networks should companies "romp around" in order to reach the largest possible target group?

Felix Beilharz: It's not that easy to say in general because there are several hundred networks to choose from. The choice of the perfect network depends heavily on the strategy and the preferred target group. So if I have a very young target group, I need different networks than if my target group is a bit older or even business customers. Networks like Facebook or YouTube fit almost every target group, as they are very extensive. And with smaller networks like Snapchat, for example, you simply have to weigh up to what extent it fits your communication strategy.

How can companies that use videos as a communication strategy make them attractive to viewers?

Felix Beilharz: The length plays an important role here. Of course, you can't say that videos can only be x minutes long. There are enough videos that are over an hour long and still very successful. Generally speaking, shorter videos are better than videos that are too long. Two to three minutes is a good guideline for a YouTube video.
The beginning of the video is particularly important. In less than five seconds, the video has to make it so that viewers stick with it and feel like watching the video until the end.

And what makes a video worth seeing? What content is useful for a company, for example?

Felix Beilharz: The classic corporate image film no longer works on YouTube. Videos today have to offer added value for their viewers, perhaps make them laugh or present useful information to them. For example, a food manufacturer could produce cooking videos and present new recipes to its viewers. Customers must be happy to view the videos voluntarily and share them with their friends. Then a video works.

Platforms for sharing photos, such as Instagram, are currently booming. For which company are these worthwhile?

Felix Beilharz: Here, too, it has to fit in with the corporate strategy and image. An honest company is unlikely to be happy with Instagram. But if you are a little more relaxed, have a younger target group and, above all, regularly have new image content, then Instagram is a great network. In addition, the company must be able to constantly create new content that is also “Instagram-worthy”. A simple picture of the company building is not enough.

Is it important that the company's appearance is consistent across different channels?

Felix Beilharz: The high art here is to convey a uniform image, but still appear a little more special on each channel. For example, on Facebook differently than on Xing, but still with an overlying "motto" or concept. And those who can do that have very good opportunities in the individual networks.

How is it possible to link the company's social media channels with the company's website?

Felix Beilharz: It starts with little things like a "Like" or "Share" button on the website. This makes it easy to share articles and posts. A WhatsApp button on the mobile version of the homepage would also make sense today, with which contributions can be sent directly via WhatsApp.
It continues with a built-in blog or real plug-ins that make it possible, for example, to like the entire fan page or to display the news feed on the website. The supreme discipline would be a section or a page on your own homepage in which all social media activities come together and everything you do on Twitter, YouTube and Co. is bundled in one central location.

You just mentioned the blog topic. Is it still worth it in the age of Facebook company pages, and if so, for whom?

Felix Beilharz: A blog is great and definitely worth it. This is because it is sustainable and also completely belongs to the operator. A Facebook page or a YouTube channel always belongs to the network. A blog, however, is your own property. In addition, blogs can be found and listed by search engines for years to come. If posts on Facebook have long since disappeared, blog articles can still be found on Google. However, a blog must regularly be filled with content that is worth reading and that interests many people. While there is some effort behind it, if done right, blogging is definitely worth it.