Many people worry, "I have obtained an official account for my company on a social networking service, but I don't know how to operate it."
Since there are many things to do in corporate SNS operation, if you do not have a clear objective, you may not be able to achieve your goal and your SNS operation may cease.
This article provides an overview of corporate SNS operation, the benefits that can be obtained, and the characteristics of each SNS.
We will also introduce tips for corporate SNS operation, so please refer to this page if you are unsure of how to operate SNS or if you have started SNS but are having a hard time operating.
What is corporate SNS operation?
Corporate SNS operation is the activity of acquiring an official account on a SNS, posting content about products and services, and communicating with users.
Specific tasks in corporate SNS operation include the following
- Creating content such as text, images, and videos
- Replying to user comments
- Analyzing data
- Advertisement operation
Companies of various sizes and industries are engaged in SNS operation because it is expected to expand brand recognition, improve corporate image, and branding.
Advantages that companies can gain from SNS operation.
What benefits can be gained from the daily work of posting content on SNS and replying to users' comments?
The benefits of SNS operation for companies are as follows
- Expansion of awareness at low cost
- Increase in sales and conversions
- Creation of user fans
Each of them will be explained in detail.
Low cost and increased awareness
SNS allows users to post content and interact with users for free.
Furthermore, the power of social networking is powerful, with users spreading posts through retweets and shares, and posting reviews of products through UGC (user-generated content), it potentially introducing your product or service to users without spending money on advertising.
Increase in sales and conversions
Introducing products and services on a company's SNS operation can lead to an increase in sales by providing a lead to an e-commerce site or to an application from a website.
Nowadays, more and more people choose products based on SNS reviews, and if more people feel a sense of familiarity with a product in a store, saying, "I've seen this product on Instagram," it can promote purchases in the actual store.
Making users into fans
SNS is unique in that users can easily communicate with each other.
When a company has an official account on a SNS and interacts with users through comments, replies, and DMs, users feel closer to the company.
People who follow your company's account and check your posts from among many accounts have a favorable impression of your company and are your fans.
Another great advantage of corporate SNS operation is that you can listen to the real voices of users.
Please refer to the following article for a detailed explanation of "social listening," which involves listening to users' opinions on SNS and utilizing them in corporate activities.
Characteristics of the 6 major social networking sites
There are a wide variety of SNS, which are different in characteristics and user demographics.
According to a survey by the Ministry of Internal Affairs and Communications, the usage rates of the main SNSs used in Japan are as follows:
- LINE: 92.5
- YouTube: 87.9
- Instagram: 48.5
- Twitter: 46.2
- Facebook: 32.6%.
- TikTok: 25.1
(1*) 2021 Survey on Information and Communication Media Usage Time and Information Behavior
It is important to understand the characteristics of each SNS.
Twitter is a service that focuses on short messages of up to 280 characters. Twitter is one of the most real-time of all social networking services, as it allows users to easily tweet about things such as "What are you up to?
It is also characterized by its high diffusion power, which allows information to spread quickly, for better or worse.
The main users are in their 20s and 30s, and there is almost no difference in usage rates between men and women.
Instagram is a social networking service that focuses on images and videos, and is recommended for companies that handle BtoC products and services due to its high visual appeal.
According to a survey conducted by the Ministry of Internal Affairs and Communications in FY2021, its usage rate exceeded that of Twitter.
Its main users are in their 10s and 20s, with a higher percentage of women than men using this SNS.
Facebook is the most popular SNS in the world and is recommended for companies aiming to go global.
It uses a real-name system, and people tend to connect with people they have real-life relationships with.
In Japan, the age range is relatively high, with main users in their 30s to 50s.
TikTok is a social networking service that allows users to share short videos.
TikTok offers a variety of free effects and makes it easy to create great-looking videos.
In recent years, the range of content has expanded to include not only lip-sync and dance videos, but also useful know-how videos.
YouTube is the world's largest video sharing service and a platform that has penetrated the Japanese market at the infrastructure level.
Not only interesting videos, but also many videos that explain know-how in various genres are available, and more and more people are using YouTube for their daily studies.
When used for corporate social networking operations, the appeal of this service is that it allows companies to take their time to convey the appeal of their products and services through long videos.
There is a wide range of users from 10 to 60 years old.
Unlike other SNS, LINE has a strong aspect as a one-to-one communication tool.
Therefore, when used for corporate activities, it can be used by industries that have actual stores to distribute coupons to customers in the relevant area.
Even those who do not use other SNS often use LINE to communicate with their families, and it is widely used by people in their 10s to 60s.
Tips for achieving results in corporate SNS operations.
The social networking service of a company is expected to produce some kind of results.
The following four points summarize the tips for achieving results in corporate SNS operation.
- Clarify the purpose of SNS operation.
- Use social networking services that meet your objectives.
- Create content that resonates with users.
- Use appropriate tools
The following is an explanation of each of these points.
Clarify the purpose of SNS operation
If you start SNS operation without a clear objective, it will be difficult to obtain results and it will be easy to fall behind.
Each company has its own objectives for SNS operation, and the following are some examples.
- Aiming to increase access to the company's website by disseminating information on products and services
- To establish a brand image
- To interact with users and create fans.
Please try to set your own objectives for SNS operation, even if they are simple at first.
Use a SNS that meets your objectives
Each SNS has its own unique characteristics and user demographics.
For example, the following are some examples of possible uses.
- Instagram for products with important visual elements, such as cosmetics and sundries for women
- Twitter for active communication with users
- Facebook if you want to appeal to business people
Select a SNS that is used by many users who are close to the persona of your product or service.
Create content that users can relate to.
SNS users are willing to share content that is interesting or that they can relate to to the point of nodding their heads.
If you want to take advantage of the spreading power of social networking, be sure to create content that users can relate to.
Furthermore, sympathetic content can also motivate users to buy.
The following article explains in detail about creating content for corporate social networking sites.
Use appropriate tools
SNS operations require a variety of tasks, from content creation to data analysis, comment handling, and more.
Operational tools can be a strong ally in SNS operations.
For example, the SNS automation tool "Sanka" can greatly reduce the time required from posting to analysis reports, enabling efficient SNS operation.
Corporate SNS operation means posting contents, responding to comments, and analyzing data through official accounts.
Since accounts can be acquired for free, it is a low-cost way to expand awareness of a company, brand, product, or service.
However, there is a lot of work to be done in corporate SNS operation, and the use of tools is essential for efficient operation.
Sanka, an automated SNS tool, can cut wasted time in SNS operations by up to 95%, leading to business growth through efficient operations.
Sanka can also be used to centralize and manage multiple SNS, making it ideal for companies that manage a variety of SNS.
It is free to start, so please go to Create an account if you want to get results from your SNS operations.