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How To Do Social Media Marketing in 2021

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Social networks are numerous, diverse, and very influential. Advertising and marketing have never been more important to differentiate yourself from the competition. Social networks have quickly found their place in this competitive landscape. They are more than simple means of communication and accompany you in your online marketing campaigns thanks to special tools and detailed performance reports.

How they are used depends a lot on how well you understand them. Knowing your goal is just as important in achieving it successfully. With more than 2 billion users worldwide, a social network like Facebook is now a platform of choice for every advertiser.

In this article we are going to see how you can best use the existing social networks to work on your brand image and increase the value of the products and services offered by your company.

What is a social network?


A social network is a digital platform that is able to bring legal or natural persons into a situation of interaction. The first goal of social networks is the interaction between users and the regular publication of new content. This content is assigned to the users in the form of pages or groups.

Social networks support different types of content: text, audio, video and image. It is also possible to include links to other platforms in your publications. Each social network has its own specifics, but we'll come back to that for the different types of social networks.

Social networks should not be confused with discussion forums. In a forum, users discuss certain topics and can reply to one another. Conversely, social networks highlight users and their content without a specific topic. The information does not necessarily have any added value for the user and the primary goal remains to maintain digital social contact.

The history of social networks

Facebook is considered the world's leading social network. The general public was able to register on this platform from September 26, 2006. Today the service has more than 2 billion users worldwide.

Facebook's success is very fast thanks to its ease of use and public support that, for the first time, is just a click away from almost anyone in the world. Celebrities and corporations are quick to use it to build their online presence and connect with their community.

More social platforms with similar ambitions as Facebook will soon emerge. Twitter is a good example. This social platform limited user contributions to 140 characters. The messages had to be short, concise and, above all, regular.

The advent of smartphones and tablets has been instrumental in shaping social networks as we know them. Snapchat and Instagram have seen their subscriber numbers grow exponentially.

More recently, the Tik Tok network has made a name for itself by offering a more fun and brief, mission-oriented approach in the form of a publication.

The different ways of using social networks


The first use of social networks is communication. This can be done by entering text or setting media. Social networks encourage users to regularly speak up and share content as often as possible in order to maintain this communication.

To sell

Not all networks allow this easily. Nonetheless, Facebook, the most popular, integrates a direct sales platform into its network. Without necessarily wanting to sell products, social networks also enable the creation of a favorable professional environment. This is the case with LinkedIn, for example, which focuses on relationships between professionals.


Social networks make it possible to reach a large number of users in a very short time. They are therefore perfect for creating massive online communities. You can interact and produce content independently.


The idea of ​​sharing is very important in all social networks. For example, it can be about sharing information that is important to you. Perhaps you've read or seen something you'd like to share with your community. Either way, this idea of ​​sharing powers both interaction and communication on these social platforms.

Live broadcast

You can easily stream live videos from any device on the major social networks such as Facebook, Instagram or Twitter. Your community can watch you by sending you messages and feedback during your live broadcast.


Social networks aren't just for entertainment. While Facebook and Twitter are open to everyone, there are also platforms like LinkedIn that focus on work. This makes it possible to find information about companies or people with certain skills.

What is social selling?


In the simplest sense, social selling is a practice of using networks to find prospects. Social networks can therefore be used to get in contact with them in order to better understand and accompany them.

By creating a page on a social network, you already have a foot in the door of social selling. You may not be aware of this if you have never been interested in this activity.

Build better relationships

There are many benefits to practicing social selling. The first is the nature of the relationship between your sales reps and your prospects. Telephone acquisition works less and less because nobody likes it. On the other hand, it is not uncommon for a professional to formulate a need online in the hope of finding an answer more easily. This is your chance to get closer to those who really need you. More likely they will listen to your suggestion and consider working with you.

Reaching social buying customers

As you can imagine, when you search for customers online, that means they are looking for suppliers too. This active search process on both sides makes it easier to establish contact and obtain information. You will find more prospects willing to listen to you.

Monitoring pays off because you can quickly see where your prospects are. Everyone speaks up to ask what they need. It is up to you to reach out to those who you think you can support.

The competition is already there

Not all of these prospects are specifically waiting for you. If they find another provider who can offer the same service, they will turn to them. Your competitors are certainly already online and are actively working to expand their network. So, you should do the same thing to make sure you don't miss any opportunities.

How can you sell on social networks?

Being visible

Showing them online is very important. This includes comments, likes and shares that you take the time for yourself. Beware of bots, they could do more harm than good to your image. So take the time to leave your own messages and respond as naturally as possible to the various online publications.

Finally, take care of your image on the networks to make users' search results stand out. This means completing the information in your various profiles, publishing it regularly and not forgetting to respond to online inquiries.

Monitoring and identification of leads

In this case, monitoring consists of regularly polling various user profiles and the messages from your network. In the course of a publication, you may discover a need that you can meet. This way, you can stay in touch with your network and identify new leads at the same time. You can quickly access this information through social media and keep an eye on the publications that interest you most.

Have added value

You won't make a sale if your speech is too commercial. Take the time to listen to your prospect to find out what they really want and provide transparent answers.

If you regularly post high quality content, you will get a lot more exposure. In this way you gain some form of legitimacy with your network and at the same time provide relevant information on your topic. Someone else posted interesting content about your activities? Why don't you share it with your network?

Build good relationships

The best relationships aren't the ones that lead to an immediate sale. Pay attention to the activity of your contacts and don't miss any opportunity to interact with them. Replying to a message, "Like" a post, or congratulating someone in a private message can help you maintain good relationships with people in your network.

Your primary goal is not to sell, but to help. By positioning yourself as a speaker on your topic, you are certainly the preferred contact when it comes to making a purchase or specifying a project.

How much traffic for each social network?

Not all networks are equally well known. Below you will find the numbers of the most important social networks in 2020, sorted by the number of their users. It should also be remembered that Facebook, WhatsApp, and Instagram all belong to the Facebook group.

  • Facebook - 2.2 billion
  • YouTube - 1.85 billion
  • WhatsApp - $ 1.5 billion
  • Instagram - $ 1.1 billion
  • Twitter - 375 million
  • Snapchat - 110 million
  • LinkedIn - 85 million
  • TikTok - 37.2 million

What is the role of a community manager?


Network animation is the main job of a community manager. Responding to users, posting content, and forwarding messages is essential to the daily life of an online community. This enables close contact with the users.

Producing content

To get content on social media, you need to produce it first. The Community Manager is also there to create this content and therefore has to be creative. He must also master the most important tools for creating content such as Photoshop or Premiere Pro.

Respond to users

Some users will send private messages to your social accounts. It is very important to answer them within a reasonable time. These messages allow you to stay in touch with them and have a more personal discussion. Feel free to ask questions to find out more about the prospect and understand exactly what they are looking for.

Keep an eye on things

What are the latest trends and what's on the news? Monitoring enables you to stay up to date on everything that is going on in the world and to react quickly when important information comes to light. You will also be able to anticipate a potential need and prepare to communicate it.

What are the goals of social networks?

Work on your brand image

In addition to your website, your overall marketing strategy must also include social networks in order to consolidate your brand image. Younger audiences are also receptive to less formal forms of communication and do not have the reflex to go to websites. Your subscribers will pay attention to your publications and their regularity. Too much or too little posting could be detrimental to you. Ask yourself how your brand would behave if they were a person.

Complete your marketing strategy

You probably already know the typical profile of your customers. Your various marketing campaigns outside of the social networks are targeted specifically at this profile. As we have already seen, social networks have a very large number of members among internet users all over the world.

Your strategy is therefore not complete if you do not address your goals in these networks, as they are certainly already registered there. Also note that you can promote your products and services with the help of geolocation of users. With this approach to advertising, social networks are an excellent vector for marketing.

Create a community

A good user experience also depends on the quality of the community you will be gathering online. A large active community that generates content and publications without you having to do anything. It can respond to other users' comments and even post photos and videos related to your brand. Most branded social network users are not out to buy. They already have a product or service they like and want to be recognized by the brand.

Your community will be sensitive to the articles, projects, and ads you post online. If you have a mobile application, you can also highlight it on your social pages.

have influence

Measuring these activities is very important in determining your influence. A lot of data is collected through social networks. Among the possible purposes, taking advantage of some of them may allow you to better understand the expectations of your goals.

Is product improvement expected? What does a user's browsing path look like on your pages? Are you getting a lot of prompts in your instant messaging?

All of these questions are central to striking the right note with the right message. The more you know about your community, the more effective your strategy will be.

How can you use social networks to communicate with your target audience?

Have one or more pages

Who are your users? Are you colleagues and do you meet on your pages for professional reasons? Do they belong to the same family? Your company can cover both types of users. If so, consider creating pages for your products, not your brand.

With this you can tackle the problem of the target group-oriented presentation of information. Your audience will not necessarily be receptive to the same publications as expected. Separate the two and group the goals according to their profile.

Broadcast live

Your strategy can also be developed live, under the eyes of your community. Depending on the character of your target group, it may well be that they want to interact with you. This is the case with younger people who are used to being close to the people they follow online.

Live streaming is about offering video on your networks to your subscribers. So you can z. For example, make an announcement or answer questions from your community. Applications like Twitch have made it their specialty, especially for activities like video games.

Use private messages

If you don't post comments, your users may want more personal contact with you. Take this opportunity to build a real relationship and learn more about your community's expectations. These conversations could lead to additional purchases or services at a later date.

The dangers of social networks

The virality of the content

When you post online, you are exposing yourself to the virality inherent in social networks. Content can spread quickly, especially if your users perceive it negatively. So virality is not always positive and can harm you if you are not in command of your means of communication.

Be sure to read through your content again and think about possible interpretations and perceptions before you post anything online. When in doubt, ask for a second or third opinion to avoid digital retaliation. Instructions for writing content are available on the Internet.

Dissemination of information

You won't just make friends online. Some users may abuse the content you post for unexpected purposes. So react quickly and get in touch when this happens. Fake news has been the order of the day for a number of years, and some have relied on branded communications to establish their credibility.

Wrong profiles

If you're influential and your community is big, some malicious users might try to use your brand without your consent. Although social networks offer features for these types of problems, it is your responsibility to be extremely vigilant about online identity theft.

Social networks in your marketing strategy?

Adoption of codes from social networks

Effective messages, in a tone that fits your brand image, with high-quality media: This is the basis for any good post on social networks. Make sure you make your post attractive and keep your message as simple as possible. When the situation is appropriate, use emojis for a spontaneous effect.

Stay on top of the trends

Depending on the time, some types of publications are more popular than others. This can take less than 24 hours, but it gives you extra visibility and shows your responsiveness. Again, it all depends on your brand, but internet users appreciate sites that regularly offer trending content.

Taking advantage of the news

Small or large, the news gives you different ways to present yourself. Do not hesitate to react and express yourself with kindness and spontaneity. The faster you can react, the more visible your publications will be.


Whether you want to join horizontal social networks that are generalist and open to everyone, or vertical social networks that target an audience looking for something more specific, you need to think about your strategy. In France, YouTube, Facebook and Instagram are the most popular networks. Each of them have a different approach to interaction and media, but all of them can help you improve your business and expertise.

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