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Content-marketingContent marketing is integral to any social media campaign and can drastically change the way that your audience views your brand. Just as in other promotional material, organizations have to ensure that they are providing the type of content that matters to followers and also reflects well on the business. However, many companies struggle with managing their social media marketing strategy and haven't been able to get the expected return on investment. Here are a few tips to ensure that the organization is effectively leveraging content and maximizing potential benefits:

1. Consider network capabilities
One thing that many businesses tend to forget is the unique traits of each social network. Some companies simply use their social media profiles to put up information every once in a while, but with a rapidly changing consumer environment, this lack of interaction is no longer acceptable to most audiences. Organizations must recognize the differences between each social site and use its features to benefit the business. For example, Twitter can be used to cover live industry events while Facebook is geared more toward smarter advertisement targeting and active measuring of fan engagement, according to Post Planner contributor Scott Ayres. By gathering information about the strengths of each social network, the company can better use their profiles to develop competitive advantages and drive more consumer interest.

2. Discuss important details
When an organization releases new products or services, there will likely be a flood of questions relating to how a certain offering works. Using social media marketing, businesses can broadcast information about new innovations to a larger audience than ever before. This could be beneficial for recently created items, as demonstrating new product functions will drive more interest. In most social networks, users can embed videos, which could also be used to show off the products and services. Another factor is to discuss important industry news. If something comes up that will affect the business, putting up the information on social media sites will ensure that the audience is fully aware of the situation and can act accordingly. A good example of this is the massive surge in requests to bring back Twinkies after Hostess claimed bankruptcy.

3. Create a schedule
While it may be hard to plan everything out in advance, putting scheduled events and a daily content creation strategy on a timeline will help cover all of the necessary social networks and keep up with changing trends. For example, if a large promotion or debut of a product is set for a certain time, marketing strategists should include this in their calendar to ensure that they are providing information with enough time to generate audience interest. Some organizations may choose to start a campaign a month or two before a new service is released, but if it's something that the public is looking forward to, the promotion could drive more revenue. A good example of this is the marketing campaigns for next-generation gaming consoles, which have been talked about for months prior to the date they are set to enter the market.

Creating content specific to consumers can be a challenge, but by devising a schedule and understanding the potential for each network, organizations can better engage their intended audience. To reach out to your customers, Fonality's telephone services will provide quality voice solutions and help field all of the incoming calls. For more information on business phone solutions, visit Fonality's website today.