When looking to drive traffic to your website, the first item on any webmaster’s list is ‘Search Engines’ but a new force in traffic generation is ‘Social Media’ and not only can it give large amounts of pre-filtered users, it can also help with retention and loyalty – something that is often lost in the mercenary world of Search Engines.
Using Social Media allows you to connect with a targeted set of pre-filtered users that already share an affinity for your product and keep your site on their radar on a regular basis.
There are many Social Media sites and these are detailed in separate headings below, but despite the marked differences they share a common set of goals. Users will ‘subscribe’ to a feed that can be a company or an interest group and will read updates posted by the feed whenever they log onto their network. In posting regular, useful updates a feed can promote a company or a service and gather subscribers in a similar way to a traditional newletter. This is the process simplified but the potential for engagement varies from network to network.
Below are a number of the key movers in the Social Media arena. This is a fast evolving area and new sites are launching, often with specialised functions or niches to challenge the larger names.
This is the main social network, known by everyone. It is primarily a non-business environment but a corporate page can be a good way to engage with users.
Also well known. The character limit placed on posts means that an element of skill is needed to ensure that effective, unambiguous communication is made but the medium lends itself to regular small updates to retain user loyalty.
- Google +
A direct challenger to Facebook, it has the backing of Google and the promise of closer integration into Google’s many other products.
This is a specialist business network to enable business professionals to ‘network’ in the business sense of the word. Limited promotion here works best for B2B businesses.
The internet’s biggest video-sharing network. Particularly good for brands with products / services that can be best represented in video.
For visually sharing elements of the internet with like-minded people this has a ‘craft’ or arts feel and works well with Fashion, Arts brands.
Also worth considering;
Instagram – Picture sharing network
Vine – Short-video sharing network