Relevance of social media management

BUSINESSES and brands today seek to reach their market or audience through social media, an increasingly vital touchpoint.

As of the first quarter of 2016, the number of Filipinos with access to social media increased by 28 percent over the level seen the previous year.

These active users spend an average of five hours online using their laptops or tablets, and three hours with their phones.

To determine some of the implications of the data on marketing and communication, we spoke to Wence Wenceslao and her team. Wence is the group head for Enterprise and Partnerships at Rising Tide Inc., a solutions company focused on delivering a new wave of digital and mobile experiences:

Q: Why should my company invest in social media campaigns?

Social media is a platform through which you can engage fans and potential customers without breaking the bank. It is an avenue through which you can express your brand’s culture and values using content such as photos and videos in Instagram or through value offers using Facebook ads.

The Philippines has a population of 101 million, of which 48 million Filipinos have active social media accounts. Out of those users, 41 million have access through their mobile devices.

Q: What are some general tips to increase customer engagement?

Content is king, so to engage customers or followers online, you have to provide varied and engaging content using images, videos, quizzes, polls, and the like.

Active management of your social media assets means that you also have to respond to customer inquiries about your brand in a timely manner. Being able to quickly address their concerns online is an easy way to strengthen affinity for your brand.

Ms. Wenceslao will be leading a workshop on May 17 to 18 entitled “The Essentials of Social Media Management” to be held at the Inquirer Academy, Don Chino Roces Avenue corner Ponte St., Makati.

This workshop is recommended for those who wish to explore how to best use new media to improve customer/stakeholder engagement and complement existing marketing communications efforts.

For more information, e-mail [email protected], call (632) 8341557/ 8719256 and look for Astrud de Castro, or register online through www.inquireracademy.com.