Today’s customer journey is no longer linear—it’s an on-going conversation that doesn’t stop at the sale. Our social media practice is a marketing practice, focused on advocacy and engagement. We take a brand’s strategy and activate it across the social landscape, delivering valuable experiences for audiences and making the highest business impact possible.
Social media marketing is a science, as complex and data-driven as any SEO or content marketing activities. The Zen approach to social? A crystal-clear focus on reaching the right audience with the right content. It’s all about building relationships to drive ROI. Website visitors, blog links, Twitter mentions, Facebook fans and LinkedIn and Google+ connections are all numbers worth measuring.
Web-Site-App’s team of social curators and engagement managers ignite your brand in a complex social landscape. We do this by publishing content that resonates, mining for relevant conversation, and participating in the dialogue. And we do it nimbly, so that we can engage in meaningful conversations when they matter most.
Create Fantastic Content
Great content gets shared. To create that content, we work through three lenses—your brand’s message, insight-based audience analysis, and specific social media platform nuances—and find the sweet spot, where they all intersect. This guides the stories we create, based on what your audience wants, and how they’ll consume it in each platform.
Lead the Conversation
In today’s world of social conversation, it’s key for brands to take part in the wider discussion, whether you’re mentioned by name, or not. We start with tools that help us understand the volume and sentiment of the conversation happening across the social landscape. We identify what your customers are saying, where they are saying it, and why they feel the way they do. This allows us to join the dialogue in a thoughtful way that deepens relationships, educates consumers, builds advocacy, and, influences sales.
Our organic and paid social media teams ensure that paid content is genuine and authentic to the audience and the platform at hand, seamlessly integrating with the organic content in the feed. But paid isn’t the only way to amplify. Based on KPIs and business goals, we recommend and execute on a mix of amplification strategies, such as influencer marketing partnerships, or pilot programs, that deliver the strongest results.
Because everything our social program delivers is designed to ladder up to your brand’s key goals and to maximize ROI, we measure often. We track our strategies and their impact on a holistic mix of bought, earned and owned media. And while we measure often, we never measure in isolation. We also layer our analysis over a competitive dataset to gain a holistic view of our impact across the industry.
Keep it Real
Social happens in real-time, all the time, so a top-notch content calendar extends far beyond planned posts. You have to be adaptive to be part of the topics that have people talking. Our social listening tools allow us to identify trends that align with your brand values, and quickly create the kind of unique, ad hoc content that engages your audience and keeps them talking.
The Hearst Advantage
Because we’re owned by the Hearst Corporation, our clients have access to the publications who set our nation’s trends. Our agile editorial model allows for us to tap Hearst’s vast content archives, as well as the best and the brightest writers and editors in the industry.
A selection of our social media marketing offerings:
- Social Strategy
- Social Listening
- Social Platform Selection & Development
- Community Management
- Content Development, Curation, and Distribution
- Influencer Marketing
- Strategic Partnerships