Enterprise-sized companies are usually classified as companies with more than 1,000 employees, and they face certain challenges on social media that their smaller counterparts do not.
It is important to figure out that your strategy must go beyond that of a small company and learn how to overcome these specific difficulties.
Here, we will discuss some key strategies for corporate social media management. However, managing large brands on social media brings many unique challenges and solutions.
1. A Diverse Social Audience
As your customer base grows, so will your social media audience. Whether your followers grow organically or through some concerted efforts, more audience means broader demographics and personalities. Not every piece of content will resonate with every reader. Here are some ways to ensure that you do your best to participate.
Social participation is the key. A key strategy is to find out which of your large audiences are actually interacting with your social media posts and create content that you know will resonate with them.
You can use tools such as LinkShorteners and Sprout Social to see where those participating followers are, when they are online, and what content they are most likely to share. Use this information to inform your publishing strategy.
You can also listen to social media to learn about trends related to your brand. Find out exactly which topics and tags your customers contact you most often, and use this knowledge to create posts that you know your audience will like.
2. Multiple Locations and Languages
Many corporate-sized companies have offices around the world and with them a variety of audiences in different languages (in multiple ways). Although this diversification and expansion is beneficial to the overall business, it poses a unique set of challenges for the central social media team. It is impossible for one person to understand the language and cultural differences of such a large audience.
Therefore, it is important to have a team of community managers who can respond to social media inquiries in the language they appear and create content that echoes each culture—while following the overall brand voice and guidelines.
For example, McDonald’s has more than 36,000 restaurants in more than 100 different countries. If they plan to respond effectively to all inbound messages, they need to ensure that team members are familiar with the language and culture of these locations.
One way to help meet this complex challenge is to create separate social media profiles for each geographic location. Each page should have a content and engagement strategy related to it, as well as a social media manager who understands the language and culture and is responsible for maintaining and participating in the handle or page.
The number of pages you create and how you should handle this strategy should depend on the amount of engagement you see in each location and the number of social media managers available to you. Although these pages are independent, you can use social media management tools to bring all participation and reporting in one place.
3. Breadth of Product Offering
Social media managers must talk about the products and services offered by their company in a knowledgeable way. A deep understanding of the product helps social managers provide excellent customer service quickly and effectively, and should reduce the time it takes for them to respond-this is important because 42% of customers expect to do so on social media within 60 minutes of response.
Large corporate companies usually offer a wider range of products than local stores, so it is more important for social media managers at this level to study the products and services they provide.
Take a brand like Electronic Arts as an example. They provide a large library of video games, each with a complex plot line and character list. However, their social media team is able to effectively process the most specific messages with a consistent and relevant voice.
This does not mean that you need a large number of different social managers, everyone has a different understanding of the products and services provided. Instead, encourage all your social teams to take the time to research your catalog and learn more about your business. You can also build internal resources such as FAQs to help your team navigate the conversation instantly.
With the development of society, the ensuing challenges are constantly evolving. However, if corporate brands understand their audience and adapt as they change and expand, they can reap real benefits for their business.