Social Media Marketing for the U.S. Market

Managing your social media presence, especially in the United States, is among the essential elements for a company's success

It's important to approach social media correctly. First of all, it's crucial to understand that social media, besides NOT being a free tool, requires specific skills: both for the platform and for the target market.

While it's true that opening a company social profile doesn't require an immediate monetary investment, it's important to remember that managing the profile itself requires a significant time investment in content creation, community management, and editorial planning. Managing a professional profile capable of representing a brand requires skills and experience. Falling into the trap of managing a business profile the same way as a personal one is as common as it is disastrous for establishing an online brand.

Establishing Priorities Among Social Media Platforms and Deciding Which Profiles to Create

Given that time is limited (as are resources, if you decide to outsource social media management), it's important to evaluate which set of profiles to start with carefully. Begin with an analysis of the company and established competitors. Analyze who the target customers are, where they are online, and where they seek information. Then decide on the appropriate tone of voice, how to manage the community, and, most importantly, set goals and deadlines for managing the profiles.

The Importance of Social Media in the USA: Not Just for Brands Targeting End Consumers

Even for B2B, a social media presence should not be overlooked

Especially in the United States, where products are often associated with storytelling, using social media in a B2B context can be a winning strategy. Firstly, because not all competitors are doing it; you'll find a favorable competitive landscape. It can be particularly interesting for an Italian company to showcase the processes and authenticity (often even craftsmanship) behind product creation. Lastly, don't overlook the role social media can play as a customer service tool.

Which Social Media Platforms to Start With?

Anyone offering a standard solution or a pre-packaged deal is simply not being truthful. A correct strategy stems from a deep analysis of the business, the customer, and the market, and relying on industry experts, at least for this initial phase, can be essential. In the case of the United States, it's better to rely on those who know the market and social context and have experience with Italian companies entering the overseas market.

In general, the only possible advice before analysis is not to improvise, not to open profiles without a precise plan only to abandon them shortly after. This way, not only do you fail to leverage the potential of social media, but you also risk conveying an unfocused message to customers.