We Are a Social Media
The power and influence of social media cannot be understated. In just the last decade, social media platforms have nearly tripled their total user base, from 970 million in 2010 to more than 3.96 billion today. What does this mean for your company? Social media marketing is a business-crucial, cost-efficient way to connect and communicate with existing customers and new audiences.
This probably isn’t news to you. Even with this knowledge, you may simply not have the time, resources, or skills to manage a robust social media strategy yourself.
This is where we come in. Twelve Three Media is a full-service marketing agency that plans, executes, and analyzes social media campaigns for a variety of industries. Our experienced team of social media experts draws attention to your brand, engages with your audience, and creates new opportunities across the full spectrum of social platforms. We love what we do, and it shows in our work.
How Twelve Three Media
Develops Your Social Media Strategy
There’s no one-size-fits-all when it comes to social media. Our social media team creates a strategy that’s unique for your business – no matter the size or budget. We routinely help companies succeed on global, national, and local levels.
While not mandatory, our most comprehensive social media strategies begin with an in-depth branding workshop that explores and defines your brand. Utilizing this information, our industry experts design a world-class social media strategy that includes and defines the following key elements:
In order to effectively differentiate yourself from the competition, you need to understand how your competitors position themselves in your market. Competitive analysis is the process of identifying competitors in your industry and assessing the strategies they use to market themselves. A competitive analysis allows you to understand your market and determine your company’s strengths and weaknesses.
Competitive analysis can be performed at a high level to identify industry trends or at a micro level to examine specific aspects of your competitors closely.
To perform a competitive analysis, Twelve Three Media will:
- Identify your competitors. One of the easiest ways to perform a competitive analysis is to search Google for companies that your target customers might turn to for products or services like yours. For example, if your business focuses primarily on a local audience, we look for other competitors in your area.
- Profile your competitor’s target customers: Understanding who your competitors target can tell you a lot about their businesses and marketing strategies. We examine websites, social media channels, and mission statements to evaluate the messaging they use to connect with their customers.
- Research your competitors’ products and services: What are your competitors selling and how does that relate to what you sell? How do your competitors communicate the quality and benefits of their products or services? This information helps us understand how your offerings compare to the competition’s.
- See how your competitors promote their offerings: What advertising channels do your competitors use to promote their products or services (i.e., television, radio, print, social media, etc.)? How do they present their offerings, brand essence, and unique selling proposition?
Content architecture is the process of organizing content in a structured and scalable way that supports the company’s messaging. It provides the foundation and scaffolding for a robust social media strategy.
At Twelve Three Media, the content architecture for a customized social media strategy comprises three primary elements:
- Lens: There are numerous ways to present a company or product on social media. The lens through which you filter your messaging relates to the primary idea you want to convey. This is often directly linked to your brand essence.
- Emotion: What emotions do you want your messaging to invoke? Security? Comfort? Happiness? Confidence? We identify these emotions and angle your messaging to support them.
- Content Pillars: These are three or four topics – or buckets – you identify to consistently discuss, amplify, and create content around on social media. We identify distinct content pillars that ladder up to the lens and emotions prioritized in the content architecture.
Look and Feel
Social media is where your brand connects with the people by whom you want to be seen. It is where you can build a community of loyalists and a unique image and voice that is unmistakably yours.
Working closely with our clients, we identify the colors, fonts, images, and other design elements that define an online presence. The look and feel of your social media strategy should be consistent with the look and feel of your website, TV ads, print ads, billboards, presentations, stationary, and swag. Anything that faces the public should fit the specifications of your style guide.
Voice and Tone
Equally as important as defining the look and feel of your social media presence, it’s critical to specify the voice and tone of your messaging. Your voice is what you say and your tone is how you say it; these elements inform the words you use and the attitude you project. Is your voice warm and comforting, clinical and authoritative, witty and fun?
The social media landscape is crowded. It’s bursting with chatter from individuals and businesses alike. Your logo and visual content can only help you stand out so much. You need to devote time, attention, and consistency to your written content to complete your brand presence.
Platform Usage and Management
Not only are the number of social media platforms ever-growing, but even established platforms continually evolve and add new features. Faced with the necessity for a social presence and a range of platform choices, it can be difficult to know which social channel to use. You don’t want to spread yourself thin by chasing every shiny new platform, but you also don’t want to miss out on genuine opportunities.
It’s important to understand that for businesses, regardless of the platform, social media is a “pay-to-play” space. You need to leverage paid ads with a brand-centric organic strategy to achieve your goals.
Learn about Twelve Three Media’s Social Media Advertising Services.
Whether through paid or organic campaigns, brands must understand the best practices of each platform – such as text limitations, hashtag usage, image dimensions, video length, posting frequency and times, etc. – to maximize success.
At Twelve Three Media, our social media experts assess each client individually and identify which social platforms are most beneficial for their success. We then develop strategic campaigns tailored to the relevant platform algorithms.
Today’s most dominant platforms include:
While some of the younger demographics are eschewing Facebook in favor of platforms like Instagram and TikTok, Facebook is still the king of the hill. Beaten only by Google and YouTube, Facebook is the third most-visited website in the world.
Companies need to understand that Facebook’s algorithms prioritize content from friends and family over businesses.
To reach the platform’s massive audience, advertisers use paid ads, which can include feeds, story ads, in-stream ads, search ads, and ads in Facebook Messenger.
Learn more about optimizing Facebook ads.
Compared to (and owned by) Meta (aka Facebook), Instagram’s demographics skew slightly younger. Its algorithm is similar to Facebook’s. Posts must feature either an image or a video.
Using hashtags is highly beneficial for increasing reach on the platform. Up to 30 hashtags are allowed on a single post, but maxing out this limit could appear spammy.
Instagram ads look very similar to regular posts or Stories. However, paid ads feature a “sponsored” label, a call-to-action (CTA) button, and other e-commerce features.
TikTok is a short-form video-sharing app that allows users to create and share brief videos on any topic. One of the most downloaded apps globally over the past few years, TikTok has been named the fastest-growing social media platform of all time. It is most popular with teenagers and other early adopters of new social media channels.
Unlike platforms such as Facebook or Instagram, TikTok enables users without any followers at all to gain millions of views on new content due to the algorithm’s viral nature. This levels the playing field for savvy marketers. Content can be made quickly, with no budget, and, as long as your video appeals to the audience, engagement will follow.
Businesses can achieve success on TikTok by applying trending hashtags and the latest memes to their brands. TikTok’s organic reach can be massive, but you can only attract meaningful engagement if your content plays to the rules of the platform and truly resonates with your audience. You won’t find success on TikTok if you stick to posting straight-laced brand messaging.
LinkedIn is a professional networking and career development site where business professionals can connect and build relationships. It is an effective platform for highlighting the expertise of your in-house talent and establishing your brand as an authority.
Like other social sites, building organic reach on LinkedIn relies on your ability to convey authenticity and offer value. Engagement on LinkedIn is increased by the strategic use of hashtags, images, and videos.
Twitter is a popular social network service that allows individuals and organizations to share real-time information. It is a renowned resource for breaking news and trending topics across the globe. Brands on Twitter can very easily interact with their audiences, increase brand awareness, boost conversions, and more in seconds with short, snappy tweets.
The 280-character limit of tweets means that you have to keep your message concise. Use a conversational tone and shoot for only one or two hashtags per tweet. Images, gifs, and videos can add personality and engagement to your tweets.
YouTube exclusively features video content. More than a social media platform, YouTube ranks just behind Google as the world’s second-largest search engine. Among other things, this means that when creating video titles, you want to create them from a search perspective. Keyword tools can help optimize your titles, making them more likely to show up in search results.
Eye-catching thumbnails can also capture attention. Instead of letting YouTube use a randomly selected screenshot as your thumbnail, create your own with an original and relevant image. You can include titles to communicate your message and draw interest. Use bold fonts and be consistent.
Learn more about video marketing tips.
How To Build Your
Social Media Presence
In a competitive landscape whose sole purpose is to amplify the voices of millions of users, you’ve got to work to cut through the noise. Building a social media presence isn’t easy; it demands hard work, consistency, and what-the-hell-is-a-box-anyway thinking.
The social media experts at Twelve Three Media know how to stand out in a crowd. We understand the fundamentals and we know the best practices. Even more importantly, we know how to create fresh and unexpected campaigns that excite, inspire, and engage audiences.
A lot of individuals and businesses think that building a social media presence means sticking to a blueprint of x number of posts per day and optimized time schedules. But easily Googleable best practices don’t generate engagement or results. Everyone does that.
To build a successful social media presence, you need to answer the following questions, then apply best practices:
What Is Your Brand Positioning?
The term brand positioning describes the act of angling your business’s image and offerings to occupy a distinctive place in the minds of your target audience. It serves as the foundation of your social media strategy by expressing who you are, what you sell, and how you are different from others with similar offerings.
What Is Your Brand Essence?
Your brand essence is a single concept – ideally expressed in three to five words – that captures the fundamental nature or quality of your brand. It can be customer-facing, such as a tagline, or an internal device that serves as a north star for your outward messaging.
Where Do You Fit In?
Your target audience has crowded feeds and countless purchasing options; what makes you different? You need to identify the players and offerings in your market and find where you fit in. What qualities make you unique? How can you lean into those differences to stand out from your competitors? What gap are you filling in your industry? Why should people stop scrolling and choose you?
How Can You Connect With – and Inspire – Your Audience?
Modern audiences can spot a contrived advertising campaign from a digital mile away. People crave authenticity.
No matter the industry, to succeed on social media, you need to express your humanity. Throw out the polish and get real with your audience. People don’t connect with gimmicks, they connect with people. Whether it’s taking users behind the scenes of your business or teaching them something they didn’t know or hadn’t thought of before, strive to inspire and excite on social media, not just sell.
Learn how to build your social media calendar.
How Twelve Three Media Drives
Your Social Media Strategy
Twelve Three Media takes social media services to the next level. We refuse to crank out tired posts that don’t do anything but meet quotas. We are passionate about what we do and we take pride in our quality and results. We don’t just sit behind a keyboard all day – whenever appropriate, we get outside, we get creative, and we push the limits of what is possible from a digital marketing agency.
We Tailor a Customized Strategy
We will craft a thorough plan based on your unique business, market, and goals.
We Manage Your Online Reputation
Our social media team engages with messages, comments, and reviews, ensuring your followers feel heard and appreciated.
We Post Attention-Grabbing Content
After careful research and thoughtful development, we will post engaging, high-quality, brand-boosting content. This content may be cultivated from Twelve Three Media-generated assets, user-generated content (UGC), influencer outreach, and PR and/or partner coverage.
We Create Brand Advocates
On social media, trust is earned, not bought. Once trust is earned, your followers will grow more loyal and become your brand’s advocates.
We Build and Nurture Your Audience
Our social media experts find opportunities to reach new audiences while catering to the audiences that currently exist.
We Provide Insight and Opportunities
Monthly analytics reporting will provide insight into how all of your social media channels are performing and inform your strategies moving forward.
Do You Need to Hire a
Social Media Agency?
In order for your social media efforts to produce game-changing results, you can’t put all of your eggs in one basket. Every social media platform offers unique benefits and features that can build your brand. Whether you want to grow your audience, generate more leads, or attract new customers, you need to understand these differences and how to leverage the strengths of each platform.
Successfully developing and executing targeted social media marketing strategies takes time and expertise. You can’t just hand the social media keys over to your savvy niece or nephew and expect world-class results.
You need a social media partner that understands the social landscape and its best practices – one that specializes in creating compelling content, growing your brand awareness, and managing your online reputation.
Our experienced social media specialists are expert storytellers who are analytically focused. We design custom strategies that create engagement, value, and trust in your brand. We’ve worked with companies of all sizes in a variety of competitive industries. We know how to navigate the social media landscape to help you reach your goals.
Why Choose Twelve Three Media for
Your Social Media Management?
Twelve Three Media is a full-service digital marketing and advertising company. We’ve helped clients across a wide range of industries hit their growth goals and flourish in their markets.
When you choose us to manage your social media presence, you can expect:
Our mission is to put the marketing industry on notice. We provide strategic, effective solutions that are second to none. We know how to cut through the noise and create the brand engagement you need to prosper.
Proven History of Success
Stop wasting your time and money on strategies that don’t convert. We’ll listen to your goals, customize a strategy that is tailored to your brand, and execute that plan flawlessly. Most importantly, we have the data to prove our results.
Honesty and Transparency
We’re not into transactional client relationships. We strive to create long-term partnerships with our clients, and that starts with trust. We’ll always explain exactly what we’re doing and why.
Your Bottom Line Is Our Top Priority
Twelve Three Media is fully committed to the success of your business. We show up on time, keep our promises, and go above and beyond to ensure your company doesn’t just keep the lights on, but thrives.
Social Media Frequently Asked Questions
There are a number of social media platforms out there, and – depending on your goals – each one has its own audience, content type, and advantages. If you’re not getting the engagement you want, revisit your strategy. It also helps to know which days of the week could garner the most engagement.
Speaking generally on social media as a whole, Tuesdays, Wednesdays, and Thursdays tend to be the most successful days to post, and 9 or 10 a.m. are typically the most ideal times.
Sundays tend to be the least successful days to post on social media.
Keep in mind: Success on social media requires a lot more than knowing these general stats! Each platform sees varying ranges of engagement throughout the week and at different times. Once the nature of your industry and audience are factored in, engagement can vary even more. So, although midweek mornings are generally the optimal times to post on social, there is much more to consider before scheduling your posts.
The answer to this question depends largely on your audience. The best approach is to set goals and monitor your data. Once you find a posting frequency that works for you, create a social media calendar, and follow it consistently.
Social media calendars provide a framework to follow and help organizations maintain consistency. Having a calendar also helps you stay organized, whether multiple team members are involved or just one person manages your social media content.
According to recent global data, users spend an average of two hours and 27 minutes each day on social media. This information from 2022 – the highest recorded data yet – shows a two-minute increase over statistics from 2021.
When discussing which social media platform is the most popular, it’s important to distinguish between global popularity and national popularity – there are differences between the two. But, however you slice it, Facebook is at the top.
Global numbers from 2022 rank Facebook as the still-reigning champion of social media, with 2.94 billion monthly active users worldwide. That means that of the planet’s 3.96 billion social media users, three out of four actively use Facebook.
With 227.94 million active users, Facebook is also the most popular social network in the United States. However, for users who are specifically teenagers, Instagram is the most popular social network. 186.47 million users actively use Instagram in the U.S.
Paid social media ads can be game-changers for businesses. However, it’s best to develop a strategy that leverages both paid ads and organic reach. Users still primarily interact with your business’s social media presence on an organic level.
Just like with organic strategies, it’s crucial to understand your audience when determining a paid social media strategy. By sheer size and reach, Facebook is often the most effective social media platform for advertising. However, the effectiveness of your campaigns could vary depending on the ages or interests of your audience. If you are targeting a younger demographic, for example, advertising on TikTok could be an ideal option.
Ready for a Social Media Campaign
That Actually Works?
Contact Twelve Three Media Now for a Free Consultation.Put Our Expertise to Work for You
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Industry Insider Info.
We don’t keep secrets - we just want you to succeed. That’s why we’re sharing the fundamentals of social media mastery in our comprehensive DIY guide. Our industry experts will show you how to cultivate your online presence, increase customer engagement, and tailor your efforts for Facebook, Instagram, LinkedIn, Twitter, and YouTube.Level Up Now