How a social media strategy can help in the face of GDPR
It seems like everyone is talking about GDPR, but what does it actually mean?
GDPR (General Data Protection Regulation) is an EU initiative which will come into force on 25th May 2018. After this date you will need to get explicit permission from those on your database that they are happy for you to keep their email address and details. This means that any implied permission needs to come out of the T’s and C’s and actively set in front of your audience.
What will this affect?
Clearly this is big news for anyone with any sort of database. Newsletters will now be something that will have to be actively sought out by the end user. It’s out with the Opt-Outs and in with the Opt-Ins! The fines for breaking the law on this are hefty, so it’s important to think very carefully about how you plan to manage the change. We predict there will be a last minute scuffle of companies seeking permissions from those on their database. There’s a strong case for getting your strategy in place as early as possible.
Is there anything you can do?
Anyone with a database of any size will either need to delete it and start again (a bit extreme!) or implement a strategy of ‘permission passing’. This means providing your users with a simple opt-in choice which will lead into a fresh (and compliant) list. Inevitably there will be a drop-off; indeed the industry statistics show opt-in rates of between 10%-50%.
It’s hard to put a positive spin on a situation in which you might potentially lose 90% of your database. However, there are certain advantages to a smaller database built up of those who have actively volunteered to be a part of it. For example, it’s likely you will experience improved open and delivery rates. You’ll also know you have an audience who are already enthusiastic about what you have to say. The fact still remains that your message will be reaching far fewer people.
How a social media strategy can help
Social media can help you to reach more people in the face of an inevitably diminishing database. The opt-ins for users on social media are managed by the platforms themselves, leaving you free to reach the people you’d like to reach. There are pitfalls to watch out for. Once GDPR comes into effect you will not be allowed to take any information from the platforms, including emails and use them. Don’t even think of exporting your LinkedIn contacts and reaching them through your business email. You are, however, able to reach them through the platforms themselves and this is where it becomes so important to maximise your social media strategy.
There are several practical ways in which you can improve upon your reach by using social media as a means of communication.
Firstly, a good social media strategy will ensure a constant and engaging online presence, rather than just leading up to events. There are opportunities to be more creative with your content, inviting response from those you’d like to reach. As always, content is king. Delight and engage your customers and potential clients with authoritative and interesting posts. Furthermore, it’s essential that you actively reach out to stimulate conversation and ‘buy-in’ to your brand.
In a time of increasingly complex algorithms, paid social is becoming a vital tool to reaching those your want to reach. It’s well worth taking the time to investigate and experiment with this. You’re able to target potential customers by location, age group and interest in a completely GDPR compliant way. This sort of social engagement is becoming easier and more responsive to ensure your brand and message is seen by the right people.
Drop us a line
As digital marketing experts, we at Kitch are able to provide your brand with a complete social media strategy. We will build, monitor and manage your accounts on a day to day basis. Engagement is key to successful digital marketing and as such we start real-time conversations that will help grow your community and increase loyalty to your brand.
To see how we can help you, don’t hesitate to get in contact. We look forward to talking to you!
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