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its customers or stakeholders connect to its business. By understanding and actively lis- tening to its customers, stakeholders and employees the company may gain significant promotional value, as the business will respond better to marketplace dynamics and com- petitive opportunities. (Dave, McKee 2010, 4-5.) Most businesses can benefit from a social media plan and use social media as a key part of their sales cycle. However, if the company does not have the resources, knowledge or time to be active on the social media sites they should not be doing it. (Miles 2014, 39.) Social media is a relatively inexpensive way of marketing. With social media marketing companies can promote its products and services for a fraction of the cost, compared to the traditional medias. With the right strategy a company can reach more customers and build awareness regionally, nationally and even globally. Thus, an effective approach re- quires commitment, planning and persistence. (Sedrati 2015.) 2.3 Content planning According to Miles (2014, 39) most types of businesses can benefit from a social media plan and use social media as a key part of their sales cycle. Being effective does not, however, mean that it has to take a lot of time. The social media content can easily be planned and scheduled beforehand. The company can create a content calendar in order to plan ahead their next days, weeks or even months posts for their social media plat- forms. Scheduling part of the social media content can be really worth it and save a lot of time but not everything can be planned beforehand. Thus, planning content gives flexibility to the schedule and the new and curated real-time content can be added as the week progresses. (Lee 2014.) 9PDF Image | Successful social media marketing on Instagram Minoshoes
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