BLOG: Perks of hiring social media pros, other questions answered

“As social media grows in our daily lives and more people become active on it, businesses have to keep up with the trends. Social media provides opportunities to reach both current and potential customers like never before. You are able to provide instant gratification to all of your customer's questions, wants and needs.

“As a social media company, the relationships we have with our clients are very strong. Modern Driven Media takes on the voice of our clients. Our success is solely based off the success of our client's companies.

“With this being said, we usually have weekly meetings with each of our clients to provide us with content regarding company news, sales, specials, services and events. We keep an open line of communication available at all times via email and phone. Usually we have one contact person for each company that provides us with all the information we need to make judgments on their social media.

“However, in the case of United Tire having multiple locations, we established an email chain that anyone can participate in to send the most current updates and information for their location.

“When our customers ask questions or post comments on our clients' social media platform, timely responses are of the utmost importance. As a consumer, you want to be acknowledged and heard. That's how Modern Driven Media helps! We understand that the relationships you create and grow on social media are crucial to the success of a company, now that everything is at our fingertips instantaneously.

“We provide the customer with immediate acknowledgement. We may not have the information or authority to make a business decision on behalf of the company immediately, but responding to and acknowledging our customers instantaneously shows that we genuinely care about the feedback we receive and we will provide them with an educated response when we obtain one.

“So often, people feel as though social media is managed by robots and their opinion doesn't matter. Modern Driven Media is here to eliminate that idea and show that we are real people and consumers, just like you, that are interested in hearing from you and will open up immediate lines of communication between social media accounts and the company.”

JK:  For your clients, do you feel like most businesses seek you out when they are first growing their social media presence? Or when it's grown, but it's just taking too much of their time and instead of hiring some fulltime, they outsource? What are the pros and cons of this?

SS: “Being a new company, we have experienced clients that do not understand social media and do not see the point of it, as well as clients that have social media accounts that either do not have the time to maintain it or do not understand its full potential.

“Either way, Modern Driven Media is able to provide direction and dedicated time to each client to create a strategy to best reach their current and potential customers. Our team has learned that having social media accounts that are not actively maintained can actually be more harmful than not having a social media account at all. You have created an additional line of communication for your customers and by ignoring them online, you may harm those relationships or not be presented with the opportunity to grow them again.

“Modern Driven Media provides our clients with these unique services at an affordable price. We saw the need for social media in the automotive industry and we specialize with helping companies grow their business and form relationships beyond their location. Social media really is a powerful tool.

“There are many advantages of hiring a company, such as Modern Driven Media. Our packages come at very affordable prices that save companies a full-time salary wage of hiring a social media manager. Some may argue, well this employee has free time, they can post on our Facebook every once in a while. Yes, you are absolutely right; however, Modern Driven Media has the resources and knowledge of all forms of social media already to best fit your company.

“We go beyond just posting messages on Facebook, which many people criticize is the extent of our job. We go beyond the platform to track trends and analyze audiences to create a unique marketing strategy dominate online to lead to continued growth offline.

“Now, one of the biggest disadvantages people may argue is that we are not an internal source of your company. We understand that concern. The way we alleviate the tensions of this is establishing that direct and open line of communication.

“It is our mission to become the voice of your company, so each account manager will learn the values, mindsets, services and goals on your company to provide their audience with the most genuine and honest content.”

JK:  How do you cater posts to individual businesses and not just post the same thing on everyone's sites?

SS: “We understand the concern in that, especially when our clients are all part of the same industry. While expressing your knowledge of the industry is extremely important, Modern Driven Media feels that it is more important to create a sense of community and build relationships with your following.

“With that being said, the best way to answer your question is that we cater to the wants and needs of your audience and your community. I think one of the most successful strategies for United Tire has been expanding their community outreach on social media.

“Having locations spread across the Delaware Valley Area, each location has fundraisers and charity events they take part in and have loyal partnerships with local businesses. Social Media allows United Tire to connect with these organizations and companies to strengthen relationships and cross promote other businesses in the community.

“A great mindset to create unique posts in this industry is ‘what will make a customer drive five miles further to your location.' Every audience consists of different people, therefore every post has to be catered to the wants, needs and interests of their following.”

JK: Part of social media's mission is to drive traffic to the company website and then gain new customers in the store. What are some ways you work to drive this traffic?

SS: “We work with each company to create unique strategies that best fit their business. By linking all promotions, sales and events from the website to each social media platform, you are creating instant links to each advertisement you own.

“We are able to target posts to reach users in a specific location and with similar interests to establish leads. With so many users and posts going out each day, you need to capture attention immediately. With a great visual and an intriguing headline, you can generate interest which will push your following to visit your website to obtain more information, as long as you provide them with a simple link.

“What is in it for them? Be entertaining, be of value and be simple.”

JK:  I see that United Tire & Service has a ‘Book Now' “Call to action” button on its Facebook page. What was the decision behind adding that? Has it been successful? How do you track this?

SS: “This is something we just recently installed for United Tire. As stated before, users have thousands of options at their fingertips. Make the journey easy for them. Post content that shows how United Tire can benefit them and provide them with an immediate link to scheduling an appointment.

“Our ‘Book Now' button instantly transfers them to the page on our website where they can schedule an appointment time and service that is most convenient for them. If they have to do extra work, it is not worth it. Not with immediate technology nowadays.

“The ‘Book Now' button also is beneficial internally because United Tire is able to organize their appointments, which leads to faster service for their customers. The button is still something we are measuring, but we are able to track it with the analytic programs we have access to. It shows the amount of times the button was clicked, and each appointment scheduled from Facebook will come in with a certain code.

“A way we are looking to increase activity with the button is potentially providing a discount to any customer who books with us through Facebook, so stay tuned.”

JK: What other techniques would you suggest to independent tire dealers who are using social media?

SS: “Stay relevant, stay active and stay genuine.

“Social media allows you to create a personality for your company. What are the qualities you love most about your company and your team? Embrace that and show your fans. Interact with as many people as you can, and when you think you have done enough for the day, do a little more. There are more than 75 million Facebook users; the possibilities are endless!

“In addition, do not be afraid to experiment. Social Media is all about trial and error. Modern Driven Media has the tools to measure the success of each individual post. Who did we reach, which types of fans engaged with us, what time did we post?

“These are all aspects you need research for each post to guarantee your next post is more successful.”