KEY PHASES WHEN BUSINESSES SHOULD STRENGTHEN SOCIAL ALWAYS-ON STRATEGY

In the digital age, social media platforms are not just communication tools but have become powerful assets for businesses to engage with customers, build their brands, and drive sales. A "Social Always-On" strategy (continuous presence on social media) is a key factor that helps businesses maintain engagement, monitor trends, and respond quickly to market changes. However, implementing this strategy effectively involves paying attention to different critical phases in business operations.

Here are some crucial phases when businesses should strengthen their Social Always-On strategy to maximize efficiency and stay competitive in the market.

1. Product Launch Phase

Introducing a new product to the market is always a sensitive and crucial moment for any business. To ensure the product quickly reaches consumers and creates a buzz, an active Social Always-On strategy plays a pivotal role.

Why should you strengthen Social Always-On during this phase?

  • Increase product awareness: Consistent posts about the product will help it quickly gain recognition in the market. Regularly posting about the product with engaging content, videos, or images ensures sustained public interest.

  • Build anticipation: Pre-launch posts, countdowns, or teasers are an effective way to generate excitement and build anticipation among customers.

  • Collect instant feedback: Social Always-On allows businesses to gather user feedback quickly, enabling them to adjust their product, advertising, or content strategy accordingly.

2. During Major Events

Both online and offline events, such as conferences, product launches, or major promotional campaigns, are golden opportunities for businesses to directly interact with customers. The Social Always-On strategy ensures continuous engagement with customers not only before and during the event but also afterward to sustain interest and create lasting connections.

Why is Social Always-On crucial during events?

  • Enhance engagement: Platforms like Facebook, Instagram, Twitter, or TikTok are powerful tools for live streaming and providing real-time updates about event activities, drawing immediate public attention.

  • Expand event reach: Social Always-On allows your event to extend beyond a single moment, capturing attention before, during, and after the event.

  • Post-event feedback: Maintaining your presence with post-event content such as interviews or attendee experiences helps the business create a lasting impression and enhances overall strategy effectiveness.

3. When the Market is Changing

The market is constantly evolving, influenced by changes in customer demand, competition, legal factors, or technology. During these times, a Social Always-On strategy helps businesses stay updated and maintain their competitive edge.

Why is Social Always-On essential during market shifts?

  • Monitor market trends: Social Always-On keeps businesses informed of changes in consumer trends, emerging technologies, or shifts in customer purchasing behaviors.

  • Fast customer interaction: When the market changes, staying connected with customers via social media allows businesses to swiftly react to new needs.

  • Demonstrate flexibility: A consistent social presence showcases a company's ability to adapt and respond quickly to market fluctuations, building trust and loyalty with customers.

4. When Seeking Customer Growth

When a business aims to expand its market and grow its customer base, it's an essential time to enhance its Social Always-On strategy. Maintaining continuous and creative engagement on social platforms helps businesses reach new customers and build a loyal community.

Why should you strengthen Social Always-On during customer growth?

  • Increase brand visibility: Consistently appearing on social channels with diverse content increases the business’s ability to reach potential customers.

  • Build trust: A Social Always-On strategy creates a sense of transparency and reliability as businesses are always available to interact, answer questions, and provide customer support.

  • Drive new customer acquisition: By maintaining engaging content and encouraging community participation, businesses can create viral campaigns, encouraging customers to share, and quickly expand their customer base.

5. When Competitors Are Boosting Their Digital Strategy


One of the key reasons businesses need to strengthen their Social Always-On strategy is to keep pace with competitors who are ramping up their digital presence. As competition intensifies, maintaining a strong presence on social media helps businesses remain visible and retain customer attention.

Benefits of Social Always-On When Competitors Are Active:

  • Maintain market share: When competitors increase their social media presence, businesses must continuously post high-quality content to keep customers engaged.

  • Respond swiftly: Social Always-On enables businesses to react promptly to competitor campaigns and capitalize on competitive opportunities.

  • Enhance brand recognition: By maintaining a continuous and creative social presence, businesses can differentiate themselves from competitors and stand out in the eyes of consumers.

6. During a PR Crisis

A public relations crisis is a phase when businesses must deal with negative press or unfavorable reactions from the public. In such times, a Social Always-On strategy plays a crucial role in controlling and managing the crisis, helping to minimize its negative impact.

Benefits of Social Always-On during a crisis:

  • Control the narrative: Businesses can quickly respond and share accurate information, reducing the spread of rumors or misunderstandings.

  • Minimize negative effects: By regularly updating and interacting with customers on social media, businesses demonstrate transparency and accountability, helping to reduce the impact of the crisis.

  • Rebuild trust: After a crisis, maintaining an active presence allows businesses to gradually restore their image and regain customer trust.

Conclusion

Social Always-On is not just about maintaining a constant presence; it is a strategic element that plays a vital role in different phases of business development. Whether launching a new product, organizing an event, or responding to market changes, Social Always-On is crucial for maintaining connection and creating a competitive edge. In these critical stages, businesses should leverage the full potential of this strategy to achieve their goals and grow sustainably. M&M Communications proudly partners with businesses to implement effective Social Always-On solutions, enhancing brand performance and customer engagement in today’s fast-paced digital world.

>>> Build a high-quality Social Always-on strategy with M&M Communications

ALL CASE STUDY Next CASE STUDY