The social media channels are often regarded as an accessory to online marketing, as an “add-on” of the marketing mix. They are also considered as something that is only started when the actual marketing work is completed. The establishment and maintenance of social media channels is, however, a core element of good online PR – regardless of whether something happens on the channels.
Of course it is good if your Facebook and Google Plus are busy and there are interesting and charming posts. It is even better when there are reactions or discussions. Here the snowball system works: If a user finds a contribution interesting, his virtual friends will also draw attention. If there are further “Likes” from this circle, the company account is made known to a wider audience of people. A lively discussion is the optimum thing a company can achieve in the social media field on the first level. In the ideal case even a viral marketing can be achieved (which, admittedly, really only happened in the absolute exceptional case).
Frequently, however, one sees that the company established an account is at Facebook but only sparsely or not at all maintain it. The effort for this work (i.e., the regular and also useful care) is finally to be underestimated. Especially it happens when some companies simply lack the feeling of a fingertip for this kind of enterprise communication. The setup of the accounts was nevertheless correct, because the search engines place the social media channels very prominently. It does not matter what and how often something happens on the channels.
Get On The First Place On Google!
Without care, the accounts of course clearly have no SEO-Power. If you type a keyword that has a link to the company or the company offer, you will not be hit on any of the company channels. On the other hand, it looks different when someone is looking for the company itself on Google. This is where the channels of the SERs appear and form the basis for a solid and awake appearance of the company on Google! The fact that the channels may be insufficiently maintained, is not apparent for an amazing number of users (at least not for those who do not pay attention).
With a little maintenance of the social media accounts one can miss the actual company website from the SEO-view. Here it is clear to the benefit of who understands to speak correctly and posts towards its “clientele”. Their posts are really interesting to the visitors. If these are then discussed and shared, not only the posts are passed on but also the company name. This sharing made accessible to the “friends” who has not yet “liked” the company. This is the cracking point: The users are always interested in the sender of interesting posts! If you like what you get shown, go to Google on the search and quickly find the company web site.
Even “inanimate” accounts make sense
Facebook in this case do not function as a digital but as an emotional link. The interest in the company is aroused, so the traffic also increases on the website. So this is a form of corporate communication in which there is a lot of potential. A truly meaningful and persevering management of the channels cannot be controlled by many companies (not only from an organizational point of view, but also from a stylistic point of view). However, the pure existence of the channels helps to strengthen the digital profile of the company.
Through the aforementioned occupancy of the foremost places at Google, social media accounts are also a tool of reputation management. The social networks are very strong from the point of view of SEO. For example, they claim their place against foreign online contributions with unwanted content. From this perspective, the accounts are also a means to keep control of their own brand.