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not go hand in hand. Social media is about communication and not about marketing; it is also about engagement and relationships. She was also asked what she thinks is important to think about when a start-up interior company wants to market itself on Instagram. She answered that it is two parts the first one is to start with yourself, what kind of content would you like to meet? What is it that you as a company are passionate about? Who would like to have a relationship with you as a brand/company on Instagram? How can you differentiate from other companies and what does make you unique? The other part is the mix of content and to test ideas against the target groups that you want to attract: Does this work? Does it satisfy their needs? The worth is in the content and it has to be perceived as interesting, educational and entertaining. In addition to this it is important to not fall into the digital message board and to not be repetitive because then it gets uninteresting. It is also important to consider which hashtags should be used and how to use them smart, not overdoing it – maximum five per picture is her recommendation. It is also important to measure it, to know that the work and the digital presence gives something. The messenger needs to identify and put a number of measurement points. It is better to measure the engagement than to measure the amount of followers because the engagement shows how dedicated the followers are. The biggest mistakes are that companies’ start accounts without a plan, they should always know why, who and what. She often sees companies that think that social media works as other traditional media, which leads to not getting the return that was expected from the amount of work, they put in. Many add social media to the other traditional things they do. For Sarah it is more important to raise that social media is more than just a complement to “the ordinary”. It has the potential to be an extremely big and important part in the future of marketing communications for companies and organizations. To achieve this, however, it requires both understanding for each communication channel and effort has to be preceded by strategic thinking and that social media needs to be seen as an equally important and natural part of the communication work. This requires resources, both in money and personnel. 34PDF Image | Case Study about how Companies Communicate their Brands on Social Media
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