What exactly are online users looking for when they subscribe to business/corporate/consumer web pages on social media networks? Especially, when the subscribed pages refer to products and services for which consumers need constant information as well as updates?
Dealing With the World Wide Society
With a bigger market, companies now need smarter approach for reaching out to masses and eventually developing their business revenues. Social media world though has expanded everyone’s potential for growth but at the same time cognitive tendencies of masses have restrained to seeking attention, as they relate to a whole new world online while feeling unable to attain everything that clicks their interests. In a way, majority of online users are seeking attention and entertainment – and this concept has also overwhelmed business companies that are setting up their shops in the cyber world.
As we surveyed, majority of local online social media pages are inclined towards pleasing their visitors and making sure they stay subscribed. They post inspirational quotes, funny pictures and along with them also their business offers and updates, thinking this is how it works by only gaining as many followers as you can on Facebook and Twitter. Besides, these social media networks are managed mostly by people who are trained only to bring more Likes and answer simple queries.
The business heads remain content with the visible progress they see in terms of a page growing online, but rarely do they realize that it can go bigger if people managing social media pages are trained also for floating related content, starting conversations, engaging the audience and selling more deals. They could do more if they are equipped with the latest trends and information related to the sector they are working for. If it’s a telecom page, its social media mangers should have a broader view of how it can grow in the future and how possibly they can present the same to their audience which might get further involved until it turns out to be a deal.
But is it a perfect model for online marketing? What is more effective? Is it the informative/interactive communication model or is it solely the entertainment model? Even if you have a million likes on Facebook and Twitter, it’s useless for your business unless you start online conversations and accompany your traffic decently to your website where every visitor is a potential customer. In short, online social media marketing should follow a model that creates and expands your business opportunities.
Local Companies on Social Media Platforms
Local scenario is quite different from the rest of modern world where we see content going viral online and businesses being significantly boosted with social media platforms. Even small startups now have immense potential to grow, expand and get stabled in the online world which was not possible earlier. What we see locally is lack of user engagement, customer care and intelligent marketing steps. Above all, there is a great need for businesses to understand their primary objective of using social media marketing and also devising online marketing strategies accordingly. Businesses can easily provide customer support services, sell new products, collaborate, start conversations and observe the stream to strategies effectively. In most of the cases, we can gather that social media accounts of several companies are being run by individuals who lack relative information of their company’s vision, technology, market trends and values – but they are equipped with the basic tools and techniques one requires for the growth of a particular social media page.
Let’s take a look at how Pakistani telecom companies are doing online on Facebook and Twitter. Nearly every online business has merged Twitter with Facebook account. So we see almost the same stuff on both these network. Here is a brief summary of how major telecoms are interacting with the social media audience.
Mobilink
Mobilink was launched in Pakistan in 1994 and it is the largest mobile operator in Pakistan – and that’s the biggest advantage it has as it constantly expanded network coverage all across the country including rural and remote areas. Although Instaphone was also providing mobile services in early 90’s but it couldn’t compete with Mobilink.
Now if you visit Mobilink’s Facebook page, there are around 2351856 Likes while 27943 people are talking about it, which means they are either posted on the page or commenting on updates and pictures. In comparison to people who are subscribed to the page, 27943 is a very small number as you won’t see very solid discussion or QnA on the page. Facebook can get you Likes simply if you just pay for advertisement.
So, having a big number of Likes does not determine the success of social media campaign – what defines it is how you make use of such a big audience. Mobi Cash, if observed professionally, has poor quality content of Facebook Page with no sense of user engagement activities or posts. The page can do more by generating related and informative content to actually achieve the goal, which is to sell services. Mobilink already has a huge and unbeatable market in most of the cities, especially in suburban and remote areas of Pakistan – it has business in hands which needs investment for providing quality enriched services than advertisement.
Ufone
Ufone’s Facebook Page is interactive and though not very exceptionally, it gets online attention. There are 61804 people talking about it in comparison to Mobilink’s 27943 active users. The pictures are posted with company’s logo stamped and most of the content posted relates to masses. It’s smart marketing – you gather your audience by showing them what they can relate with, and without bothering them, informing them of what might be a feasible deal for them. Online users/subscribers are more comfortable in getting entertained when at the end of the day has something to offer them without consuming their time.
Besides, the pictures are edited well. The design and color combination of Mobilink is elegant and gives a corporate, rather superior feel. While Ufone is vibrant and wild with colors – focusing the youth and this is where its greatest potential lies. Ufone’s marketing campaign is also popular because it is focusing on educating the audience which is profitable in the long term.
Telenor Pakistan
Telenor has been actively involved in several innovative CSR activities and interactive media campaigns. On Facebook, it has posts that encourage user engagement by providing the youth with platforms to have their say, while at the same time come up with productive work. It has 580751 Likes and 16033 people talking while DJuice Pakistan has 1080748 Likes and 13468 people talking about it. It has lots of active users because it is a package solely for the youth. Besides, DJuice has collaborations resulting in improved traffic online. It has intelligent jokes that revolve around tech/media and gadgets – it works as people share such content on their walls and tag their friends which results in further sharing.
Warid
Warid is more focused on endorsing their brand with popular celebrities. You can see it in most of their posts online and pictures posted on Facebook. It has a good number of people engaged on the Facebook page which reaches 28592 while the total number of subscription is 765069. Glow by Warid on the other hand has 491,754 Likes of which 1,781 are active. It has the smartest online photo sharing trends with logos. Plus, a few updates regarding tech have also been posted.
Zong
Zong’s Facebook campaign is quite catchy for most of the users because there are variety of prize competitions and new offers. It’s simple and pictures are designed to promote other causes as well while highlighting Zong mainly. There are 1,166, 912 Likes and 51, 921 people talking about it.
At the end of the day, it’s not how much likes you get on Facebook or how many times you are retweeted. What matters is how many times you were actually considered for adoption with a certain tangibility that could replace someone else. If we look into the mind of an everyday mobile user, he would definitely want instant response online find out more details without going through an obscure process or wait. These brands can get more traffic building rapport between their audience and providing them with a space where users can individually network, discuss ideas and do something they wish to do with the assistance of the corporate sector.
