Social Media — How to grow? What to know? NuCom Group Follow Apr 20 · 3 min read by Dorit Posdorf and Lisanne Kruse Social media is evolving constantly. It is now an indispensable marketing channel to reach younger audiences in particular and engage directly with customers. Our colleagues Lisanne Kruse (Senior Media Manager) and Dorit Posdorf (Operating Marketing Partner) held several expert sessions this month to examine how to use social media for organic and paid growth. As sharing is caring, we summarized some learnings for you below. What are the general takeaways? If you want to be where consumers are, there’s no way around social media. Social media requires (still) a lot of manual work, a hands-on mentality and experimentation: unfortunately, there is no blueprint or “how to” when it comes to social media. You need to try out what works best for your company and learn as you go. Especially on Instagram and TikTok it is important to not place clumsy advertising statements, but to be authentic in order to achieve good click rates and positive community vibes. When using social media, it is important — as with other media channels, too — to be clear on your goals in advance. How do I find the right influencer? We recommend a five-step approach: Define your target group Define your goals (KPIs) Select your platform/network Define your creative Select your influencer(s) Never select the influencer as the first step! Leave personal taste out of the influencer selection. How do I cooperate with influencers? Choosing the right influencer is not enough. You need to cooperate with them in the right way. Read our 5 C’s framework to guide your cooperation: C-Level: an influencer cooperation is a partnership of equals so take him/her seriously. Community: bond with the community and generate a dialogue. Co-creation: involve the influencer in the creation of the content. Cross-media: use the influencer for other media channels as well. Continuity: instead of a one-time cooperation with the influencer, work on a regular basis with him/her, e.g. set up an event calendar for all campaigns for each influencer. What about pricing? Unfortunately, there is still no classic or common price management system for influencer marketing. However, a CPM of 20–30€ can be considered a guideline when working with a medium sized influencer. Important to remember: media buyouts are as important as the actual cooperation. What about legal? The legal situation when it comes to social media is still not clear and is constantly changing. For example, there is still no set rule when it comes to labeling the influencer’s content as advertising. However, one thing we want you to keep in mind when discussing legal issues on social media is that we as companies are liable for the influencers’ content if the influencer is under contract! Therefore, if you are in contractual relationships with influencers, make sure to closely monitor their posts, stories etc. Case Study Social Media Influencer Marketing NuCom Group Insights NuCom Group is a strategic growth partner for digital consumer internet companies and a joint company of ProSiebenSat.1 Group and General Atlantic. More From Medium How to Create WhatsApp Bot for Your Business Without Coding? Avinash in Chatbots Journal What are content marketing examples? Carolyn Mack Choosing the Right Social Media Platforms Shelby McDaniel How Digital marketing is a part of Music industry Vatsal Suba How the Productivity apps market is making us less productive Karthik Pasupathy How personalised marketing is making customer acquisition easier for brands Nishith Srivastava Your customers aren’t one-size-fits-all so your marketing shouldn’t be either. Dan Stearn in Pathfinder If you recently started selling online, this is for you Jeremy Denisty