Tehran(Bazaar)-Farahnaz Sepehri: Maxim Behar in an interview with Bazaar News Agency about social media marketing said: there are two main laws to be kept indefinitely – sustainably and proactiveness.
Maxim Behar is a globally renowned PR expert, entrepreneur, journalist, diplomat, and Harvard Kennedy School graduate. He is the founder and CEO of the Bulgarian leading PR company, M3 Communication Group, Inc., former ICCO President, and now serves as ICCO International Growth Chair. He is also the President of the World Communications Forum Association in Davos, Switzerland. He has been inducted into the Global PR Hall of Fame in London and awarded many titles, among them Best PR Professional in Europe for 2020 by PR Week, Global CEO of the Year by The International Stevie Awards, and Communicator of the Decade by the Indian Association of Business Communications. His book The Global PR Revolution was ranked among the Top 100 Best PR Books of All Time by Book Authority and also made a bestselling record among new PR books on Amazon. Bulgarian born he considers himself a global citizen. Maxim Behar: Only professionals can handle social media
Bazaar: What effect does social media marketing have on improving businesses?
Behar : These days almost 4.5 billion people all over the world are using social media. Planet earth does not know such a phenomenon. All those users communicate between them promote their businesses, comment express visions and points of view and what is most important – they share knowledge. From my understanding, this is the most important advantage of social media besides all commercial or personal communications – sharing knowledge, improving the performance of the companies, and exchange of business and modern communications. It is more than sure that 8 out of 10 business people currently are using social media to improve their business relations and also to promote tier products or services. It is absolutely not possible today to think about even a small improvement of any business without the impact of social media.
Bazaar: What strategy should be used in social media marketing to attract more customers?
Behar: Of course, it all depends on the product or services to be promoted. Then we chose the type of social media and there are two main laws to be kept indefinitely – sustainably and proactiveness. I can say that it is the most often made mistake by many social media experts and mainly by their clients – total lack of sustainability… Most of the businesses imagine that once they post news on social media then they are already public and it will help them. This is not true – whatever social media it is, whatever product we promote, one of the most important requirements is to be on social media every single day, even every hour. Social media is a very dynamic media and also – the more visual, the better, the more real-time coverage undoubtedly means the quicker success… and the second point – all posts must be really proactive, innovative, catchy and the ones, which will attract attention and provoke interest. Sometimes the aim is really to attract more customers, but the most important is to use social media cleverly with proper words and visuals and at the end of the day to increase your branding. In fact – brand awareness is one of the most important tasks to be achieved by professional usage of social media, if this target will be reached, then the rest – sales – will be much easier.
Bazaar: What are the challenges for businesses in this area?
Behar: A lot, this is new media and must be used very carefully and professionally. First of all the trust in social media messages is slowly reaching very low positioning manly because of total chaotic usage by simply unprofessional people. On the top – fake news on a certain point started dominating the messages and until Facebook and other social media managers started monitoring them carefully and deleting fake profiles, millions of people lost their trust in social media. But with no doubt – the highest risk today is the unprofessional use of social media. My strong advice is businesses not to rely on amateurs or just on people who think they can handle social media. Professionals are the one who understands how to combine texts, how to manage with the message, and of course how to target them to make the outcome successful.
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