10 Ways to Use Social Media for Corporate Communications

Social Media is a powerful tool that can drive your business’s success. Social media platforms like Twitter, TikTok and Facebook are used by everyone from Elon Musk to POTUS, and can dramatically impact the rise and fall of stars, businesses, politicians, elections and celebrities today.

A LinkedIn study reported that 90% of marketers swear by the usefulness of social media in increasing the exposure and brand awareness for their business. 75% said that social media increased website traffic, which directly translates to an increased number of customer visits. 

Furthermore, an impressive 71% of customers who have a positive experience with a business through social media usually recommend the brand to others in their circle! 

With over 3.5 billion active users on social media, by marketing through platforms like Facebook, YouTube etc, businesses can tap into the reservoir of potential sales and profits. (Source: LinkedIn)

This form of business communication through social media is termed corporate communication through social media.

In this article, we will explore the impact of  social media on strategic communication, the ways you can use social media and communication for marketing, and provide a comprehensive guide on how to create a successful social media strategy.

Impact of Social Media on Business Communications

Social media has revolutionised the way businesses communicate. It has become a dynamic platform for companies to engage with their audience, share updates, and gather feedback in an authentic and customer-centred way.

The impact of social media on business communications is profound. According to Neal Schaffer, a social media strategist, businesses that leveraged social media effectively experienced improved brand awareness and customer loyalty in 2019. (Source: Neal Schaffer)

10 ways to use social media for your business:

Listed below are a few famous social media platforms and tips on how you can leverage these platforms to maximise your business.

1. TikTok: TikTok needs no introduction as it is an extremely popular social media platform today. While it is banned in some countries, you can use this platform to engage with customers in the form of humorous short videos, dance performances or even magic tricks. With the help of data analytics, a competent business degree or a course in marketing, you can learn more about how you can use this platform for increased customer conversion.

2. Facebook: Facebook is great for building a brand image and offers a chance for every business to have a personal touch to their operations. Facebook campaigns, paid ads, shorts, and stories can go a long way in building your brand's image in the customer's eyes.

3. Snapchat: Snapchat is popular among young people and can bring in a great number of customers through customer referrals, influencer marketing and regular social media communications. 

4. Instagram: Instagram is a great way to build your brand image. With Instagram, there are a plethora of options from live videos, broadcasts, stories, shorts, and picture posts.

5. Tumblr: Tumblr, while not known much for marketing purposes, can bring you loyal customers. Tumblr is a trusted platform for high-quality photos and digital art. As a business, you can use a Tumblr page to post images that resonate with your business's core motto and passion, and you may find customers who resonate with your core values.

6. Pinterest: Pinterest is the homemaking hub where people can come and find exactly what they are looking for using image search and other tools. You can create a Pinterest page for your business featuring your collection as a set of pins on your brand-specific board. With every season you can update your boards to contain all the products you offer. 

7. WordPress: WordPress is a great tool to earn lifelong customers, as you can post regular SEO-friendly blogs on relevant topics while utilising product placement. These blogs can help bring credibility and an image of dependability as a business in your customers' minds.

8. Twitter (now renamed X): Twitter is a popular social platform that should definitely be included in your marketing strategy.

9. YouTube: YouTube is perhaps one of the most efficient ways to market your products. People go on to YouTube to find solutions, and if you make videos that solve their problems, they may even check out the products you are selling.

10. Clubhouse: Clubhouse is a new concept in the realm of social media, where users can speak with each other in private or public rooms. This is a platform where you can speak directly with your customers using monthly or weekly broadcasts.

How to use social media for corporate communications?

Here are some effective tips for a successful social media communication strategy:

1. Define Your Goals: Start by identifying your business goals. Are you looking to increase brand awareness, drive website traffic, or engage with customers? Clear and attainable goals will guide your social media communications efforts.

2. Know Your Audience: Conduct thorough research to understand your audience’s preferences and pain points. Tailor your communication to resonate with them.

3. Choose the Right Platforms: Every social media platform has a specific concentration of individuals. Some may prefer old-school mailing; some may prefer video content, and some may prefer photos or customer testimonials. You must consider these when choosing your platform.
   
   For instance, LinkedIn is ideal for B2B social media and communication, while Instagram may be better for visual content. TikTok is great for promotional ads and brand awareness. Facebook works well for social causes, governmental campaigns and social media for business communications.
   
   A LinkedIn study reports that customers are more active in communicating with brands and companies on Facebook when compared to other social media platforms. The study mentions that the engagement rates were 10 times higher than the rates for other platforms! (Source: LinkedIn)

4. Create Valuable Content: Consistent, high-quality content builds trust and authority. Google’s most recent update highlighted their goal to “show helpful content for each user query”. With search engines now filtering out content based on value and usefulness, this is something you want to consider when using social media for business communication. 

5. Engage Actively: Respond promptly to comments, messages, and mentions. Actively engaging with your target audience paints your brand as reliable in the eyes of customers. Hootsuite reports that 90% of social media users have already connected personally with a brand, which implies the importance of keeping in touch with your audience. (Source:Hootsuite)

6. Leverage Visuals: Visual content like images and videos is noted to be more successful on social media. Consider using head-turning graphics and images, along with empathetic messages to promote your brand effectively.
   
   According to Facebook, almost 60% of users on Instagram find new products through visual ad campaigns, brand photos, and video-sharing on social media.

7. Schedule Posts: Consistency is key. Use scheduling tools to plan and post content at optimal times when your audience is most active.

8. Monitor Analytics: Consistently track the performance of your social media efforts. Always analyse metrics like customer engagement rates, overall reach, and total number of conversions.
   
   Adjust your strategy based on analytical insights. Data analytics can be a great time saver and can highlight the most promising pool of customers among your audience. This can help you develop a foolproof guideline for using social media for strategic business communications.

9. Run Targeted Ads: Social media platforms offer powerful advertising options. Invest in paid ads to reach a wider and more relevant audience.

10. Stay ahead of the curve Social media trends and algorithms are prone to constant change and upheaval. Stay updated with industry news and adapt your strategy accordingly.

You can always educate yourself in social media and communication. Learn new strategies through online courses, degrees, and short boot camps from reputed institutes. When you choose a high-quality institution, you are choosing high quality industry connections which can help you update and refresh your knowledge of the latest trends in the industry.

Consider an MBA course or any online/offline business course from a reputable institution to truly get the upper hand on social media usage for your business and career. Industry-relevant courses train you in upcoming trends in the industry like AI, Data Analytics and Data Driven Marketing.

The London School of Business and Finance UK (LSBF UK) can provide the training and mentorship you need to thrive in the changing market today.