Use of social media in German companies: goals and strategies of SMEs - which goals and which activities?
Published on: July 13, 2024 / Update from: July 13, 2024 - Author: Konrad Wolfenstein
Use of social media in German companies: goals and strategies of SMEs - Image: Xpert.Digital
📱 Unleashing the potential of social media: How German companies achieve their goals
🌍 Strengthen customer connections: Social media use and strategies of German companies
In the modern business world, the use of social media platforms is an essential part of marketing and communication (see also Triosmarket model ). Companies use social media to achieve various goals that go far beyond simply increasing awareness. These goals vary depending on the size of the company and cover a wide range of activities, from positioning yourself as an expert to acquiring new customers.
📋 Social media usage survey
A survey conducted between September 8, 2022 and November 13, 2022 provides detailed insights into the goals of German companies' social media activities. The respondents were 104 marketing and communications managers and general managers who use social media applications. This survey was conducted by Bitkom, a leading organization in the digital economy, and represents a reliable source of data.
🎯 Goals of social media activities
The survey found that the goals of social media activities vary depending on the size of the company. The most important goals are:
1. Increase awareness
Both large companies and small and medium-sized enterprises (SMEs) attach great importance to increasing their awareness. 97% of SMEs and 86% of large companies pursue this goal.
2. Positioning yourself as an expert
SMEs (90%) and large companies (73%) use social media intensively to position themselves as experts in their respective fields.
3. Attract new customers
This is another key goal pursued by 78% of SMEs and 66% of large companies.
4. Attracting applicants
A goal that is almost equally important for both company sizes (67% for SMEs and 66% for large companies).
5. Maintain customer loyalty
Here the focus is similarly high for both company sizes, with 67% for SMEs and 55% for large companies.
6. Show willingness to engage in dialogue and increase commitment
Both goals are important to create an active and engaged community. 57% of SMEs and 55% of large companies see added value here.
7. Maintaining contacts with journalists and stakeholders
While this is more important for large companies (34%), SMEs (25%) also use these platforms to maintain such contacts.
8. Building corporate influencer programs
An area that is becoming increasingly important, but is not yet implemented across the board (27% for large companies and 17% for SMEs).
Suitable for:
9. Expanding customer service
Even though this is only a goal for 18% of SMEs and 11% of large companies, it shows the potential that social media offers in the area of customer service.
🔍 Comparison of company sizes
When comparing the goals of large companies and SMEs, it becomes clear that SMEs rely more frequently and intensively on social media in order to increase their awareness and position themselves as experts. Large companies, on the other hand, use social media a little more cautiously, but still strategically to achieve their goals.
📈 Innovative approaches to social media use
The survey also highlights innovative approaches companies are taking to optimize their social media strategies:
1. Content marketing
Creating high-quality and relevant content is crucial. This includes blog posts, videos, infographics, and other formats that provide value and engage audiences.
2. Interactive campaigns
Interactive elements such as surveys, quizzes and live streams promote engagement and interaction with the target group.
3. Use of data analytics
Companies continually analyze their social media data to measure and optimize the effectiveness of their campaigns.
4. Influencer marketing
Building and maintaining relationships with influencers can significantly increase reach and credibility.
Suitable for:
5. Customer Journey Mapping
By understanding and optimizing the customer journey, companies can target their audience more specifically and achieve better results.
🚀 Challenges and opportunities
Despite the diverse opportunities that social media offers, companies also face challenges:
1. Resource management
The ongoing maintenance of social media channels requires time and personnel, which can be particularly challenging for SMEs.
2. Crisis management
Negative comments and shitstorms can quickly damage a company's image. Effective crisis management is therefore essential.
3. Legal aspects
Compliance with data protection regulations and legal requirements presents companies with additional challenges.
🌟 Opportunities through social media
However, the opportunities that arise from strategic use of social media are enormous:
1. Brand building
Through consistent and authentic communication, companies can strengthen their brand and build a positive image.
2. Customer proximity
Social media enables a direct dialogue with the target group, which increases customer loyalty and satisfaction.
3. Market research
Companies can gain valuable insights about the needs and wishes of their customers and incorporate these into their products and services.
4. Competitive advantages
Companies that use social media effectively can stand out from their competitors and gain competitive advantages.
🌐 Social media is an essential tool
The survey results clearly show that social media is an essential tool in the modern marketing mix. Companies of all sizes can benefit from the diverse opportunities that social media offers. The right strategy and a conscious approach to challenges can make the difference between success and failure. The future will show how companies continue to use these platforms to achieve their goals and strengthen their brands.
Social media use in companies – Image/PDF: Xpert.Digital
📣 Similar topics
- 📈 Goals of social media use in SMEs and large companies
- 👥 Positioning yourself as an expert through social media
- 🚀 Attract new customers: This is how it works!
- 👔 Social media in recruiting
- 🔄 Strengthen customer loyalty through social media
- 💬 Increase engagement with effective strategies
- 📞 Importance of social media in customer service
- 💡 Innovative approaches: content marketing & Co.
- 🌐 Opportunities and challenges in social media
- 🏢 Comparison: Social media strategies of SMEs and large companies
#️⃣ Hashtags: #SocialMediaMarketing #Customer Acquisition #ContentMarketing #Corporate Strategies #InnovativeApproaches
🌐🔍 The Triosmarket model ✅
Triosmarket for Oline Digital and Metaverse SMarketing – Image: Xpert.Digital
Triosmarket is an innovative marketing strategy consisting of three main components, each using its own approaches and methods to achieve comprehensive and impactful market coverage. Let's take a closer look at Triosmarket's components.
More about it here:
Our recommendation: 🌍 Limitless reach 🔗 Networked 🌐 Multilingual 💪 Strong sales: 💡 Authentic with strategy 🚀 Innovation meets 🧠 Intuition
From local to global: SMEs conquer the global market with clever strategy - Image: Xpert.Digital
At a time when a company's digital presence determines its success, the challenge is how to make this presence authentic, individual and far-reaching. Xpert.Digital offers an innovative solution that positions itself as an intersection between an industry hub, a blog and a brand ambassador. It combines the advantages of communication and sales channels in a single platform and enables publication in 18 different languages. The cooperation with partner portals and the possibility of publishing articles on Google News and a press distribution list with around 8,000 journalists and readers maximize the reach and visibility of the content. This represents an essential factor in external sales & marketing (SMarketing).
More about it here:
📱✨ What goals do you pursue with your social media activities? Does it make sense? 🤔 A self-reflection for decision-makers and beginners 🚀🔍
🚀 Goals and strategies for successful social media activities: A self-reflection for decision-makers and beginners
In today's digital era, social media is no longer just a trend, but a must for companies, public figures and generally everyone who aspires to have a presence in the public space. But before you plunge headfirst into the world of social media, it is essential to be clear about your goals and strategies. What purposes should the activities achieve? Does this all make sense? This is important self-reflection for both decision-makers and beginners.
🎯 Why are social media activities important?
Social media has revolutionized the way we communicate. Platforms like Facebook, Instagram, Twitter, LinkedIn and TikTok offer a huge stage for individual and collective self-expression. Companies use these platforms to increase their brand awareness, promote customer loyalty and ultimately increase their sales. But social media also offers countless opportunities for individuals, be it for professional networking or personal self-realization.
💡 The goals of social media use
1. Increase brand awareness
A primary goal of social media activities is to increase brand awareness. Posting regularly and interacting with followers increases brand visibility. Content should be authentic and engaging to capture the attention of the target audience and convert them into loyal followers.
2. Customer loyalty and community building
Social media enables direct contact with customers. This provides an excellent opportunity to quickly address customer concerns and build a loyal community. Interacting with the audience in real time, such as replying to comments or participating in discussions, can increase trust in the brand.
3. Lead generation and sales
Another essential aspect of social media strategy is lead generation and sales. Potential customers can be identified and addressed through targeted advertising campaigns and the use of analytical tools. Social media makes it possible to offer tailored and relevant content that increases conversion rates.
4. Improve customer service experience
Many customers use social networks to seek support or ask questions about products and services. Responsive and helpful customer service on social media can significantly increase customer satisfaction and be a customer magnet in the long term.
5. Establishment of an expert position
By regularly sharing valuable and informative content, companies or individuals can position themselves as experts in their field. Not only does this increase credibility, but it can also open up new business opportunities and partnerships.
🧠 Strategy development for social media
However, simply defining goals is not enough. A clear and well-thought-out strategy is essential to effectively achieve the set goals. Here are some key factors for developing a successful social media strategy:
1. Target group analysis
Before creating content, it is important to know the target group exactly. Who are the potential followers? What interests and needs do they have? Which platforms do they use the most? A detailed target group analysis helps to create tailor-made content that is precisely tailored to the interests and needs of the target group.
2. Content planning
A successful social media presence requires careful content planning. This includes creating an editorial plan that determines when and what content will be posted. Content should be varied, engaging and of high quality. Incorporating images, videos and infographics can significantly increase reach and engagement.
3. Interaction and engagement
Social media is a two-way street. Dialogue with the community is crucial. This includes answering questions, liking and commenting on followers' posts, and participating in relevant discussions. A high level of engagement shows the community that they are valued and promotes loyalty.
4. Use of analytical tools
The use of analysis tools is essential to measure and optimize the success of the social media strategy. These tools provide insights into key metrics like reach, engagement rate, and conversion rate. Based on this data, strategies can be continuously adjusted and improved.
5. Authenticity and consistency
Authenticity is the key to success in the social media world. It is important to communicate a consistent brand message that reflects the brand's values and personality. Authenticity creates trust and likeability, which in turn can strengthen the follower base.
🤔 Challenges and solutions
Although social media offers many opportunities, there are also challenges that companies and individuals must face. Some common challenges and possible solutions include:
1. Negative comments and criticism
Negative comments and criticism are inevitable on social media. The key is to respond professionally and politely. Problems should be addressed openly and solutions offered. This shows that customers' opinions are valued and that the company is willing to learn from mistakes.
2. Time and resource management
Effective social media management requires time and resources. A possible solution is to delegate tasks or hire external social media agencies. Automation tools can also help save time and increase efficiency.
3. Change in algorithms
Platforms regularly change their algorithms, which can affect the reach of posts. It is important to stay informed about these changes and adjust strategy accordingly. Flexibility and adaptability are crucial to long-term success.
💭 Conscious self-reflection is essential
Social media offers almost limitless possibilities, but without clear goals and a well-thought-out strategy, the effort can quickly become ineffective. Decision-makers and beginners should therefore conduct regular self-reflection to ensure that their social media activities are targeted and meaningful.
A successful social media presence requires clear goal setting, strategic planning and regular interaction with the community. Authenticity and continuous adaptation to new challenges and developments also play a central role. Through a conscious and reflective approach, the diverse potential of social media can be exploited to the fullest.
📣 Similar topics
- 🌐 Goals and strategies for successful social media activities
- 🤔 Does it make sense? A self-reflection for social media decision-makers
- 📈 Increasing brand awareness through social media
- 👥 Customer loyalty and community building on social media
- 💼 Generation of leads and sales strategies on social media
- 💬 Improving the customer service experience via social media
- 📚 Establishment of an expert position through social media
- 📝 The importance of a clear social media strategy
- 📊 Use of analytical tools for optimal social media strategies
- 👍 Authenticity and consistency as the key to success in social media
#️⃣ Hashtags: #SocialMediaStrategy #Brand Awareness #Customer Loyalty #Lead Generation #Self-Reflection
📌 Other suitable topics
We are there for you - advice - planning - implementation - project management
☑️ SME support in strategy, consulting, planning and implementation
☑️ Creation or realignment of the digital strategy and digitalization
☑️ Expansion and optimization of international sales processes
☑️ Global & Digital B2B trading platforms
☑️ Pioneer Business Development
Konrad Wolfenstein
I would be happy to serve as your personal advisor.
You can contact me by filling out the contact form below or simply call me on +49 89 89 674 804 (Munich) .
I'm looking forward to our joint project.
Write to me
Xpert.Digital - Konrad Wolfenstein
Xpert.Digital is a hub for industry with a focus on digitalization, mechanical engineering, logistics/intralogistics and photovoltaics.
With our 360° business development solution, we support well-known companies from new business to after sales.
Market intelligence, smarketing, marketing automation, content development, PR, mail campaigns, personalized social media and lead nurturing are part of our digital tools.
You can find out more at: www.xpert.digital - www.xpert.solar - www.xpert.plus
Keep in touch
