This is the official blog of the Landmark Group with insights
and stories from the people behind our many brands.

Make your business count with social media: part 2

We've seen many brands set up a Facebook page/Twitter profile to help promote and manage their company's activity, however there's only a few brands who are truly integrating their social media activity into their marketing strategy. Just like any other form of business communication, it's important that social media content is relevant to its intended audience.

Relevancy is most likely to be achieved when your social media followers are supporters of your brand., These are the people who have experienced your product, or service, and can do justice to the overall engagement of the brand. However, many brands still fail to understand this aspect of social media.

5357611518_82685c2773.jpgHere's how companies can improve the relevancy of their social media output:

  • Never run ad-hoc contests where there is no offline and online integration
  • Never give away prizes and rewards for free
  • Always use clear tracking tools such as Google Analytics and Click Analytics or rather use a campaign monitoring tool
  • Always use third-party applications to run campaigns
  • Always keep track of you audience on Facebook/Twitter and try to relate to your target audience
  • Always keep a check on your demographics. Usually, followers from distant countries where your business doesn't operate won't be following you on Facebook/Twitter. However, there are some exceptions.


Another way of achieving relevancy is to integrate your social communication within your print communications, website, emails and offline touch-points. Social media can be integrated into your company's in-store communications, at reception, within restaurants and hotel rooms, and even on your organisation's email signatures.

How you communicate your social media presence is equally important. Whenever, you mention your brand's Facebook or Twitter presence, don't just say "follow us on Twiiter" or "join us on Facebook". These statements never communicate the end objective of the brand to the consumer.  In fact, messages like "to know more about fashion tips & trends: participate on Facebook: (Link goes in) or share your queries with us on Twitter @brandname are much more effective.

Always make it as easy as possible for your customers to follow or engage with your brand. Make your social media channels easy to join and promote them in the right places. Properly promoting your social media output will help you achieve your end objective and generate a relative return on investment (ROI).