ARMA TR 21-2012: Using Social Media In Organizations

62.3% of the world’s population (i.e., 5.07 billion people around the world) uses social media; the average daily usage is 2 hours and 23 minutes. Just like how it makes sense to connect with your customers where they spend their time, it also is intuitive to capitalize on the many benefits social media offers to businesses. ARMA TR 21-2012: Using Social Media In Organizations offers advice for organizations using social media.

Savvy organizations are utilizing social media for multiple reasons, such as:

Enacting sales transactions of products and services
Managing various facets of customer relationships like loyalty and trust (94% of leaders acknowledge that social media has a positive impact on brand loyalty)
Learn about your target audience
Conducting sweepstakes and giveaways
Create personalized and more authentic advertising
Promoting information and messages
Reaching a wider audience at a lower cost

Hence, social media serves as a tool that can help a business as it can be an affordable and effective way for businesses to connect with customers and promote their products and service.

What Is ARMA TR 21?

Social media is reshaping the way organizations conduct business, and as such, ARMA TR 21-2012 offers advice on implementing social media within the context of accepted RIM best practices. Without focusing on specific industries or sectors, this publication offers guidance on a general level for implementation in the organizational setting. Social media-related topics included in ARMA TR 21-2012 are as follows: governance, infrastructure/technology, policies, controls, change management, training, and audit/evaluation.

ARMA TR 21-2012 offers implementation advice on social media use within the context of accepted records and information management best practices and effective governance policy. Records and information management practitioners and educators will find this publication useful, as will archivists and information technology professionals.

This document does not provide best practices advice unique to e-commerce settings or consumers/private individuals.

Businesses can create personalized ad campaigns on platforms like Facebook, Twitter, LinkedIn, Tumblr, YouTube, and Instagram, particularly as they learn more about their target audience. Consumers often want to see products and offers relevant to their lives and experiences; personalized ad campaigns on social media platforms help do just that.

Using retargeting pixels on your website helps target potential customers. When consumers come to your website but leave without purchasing, your website drops a browser cookie on the user’s IP address. So when these potential consumers browse social media later, they will see personalized ads based on the items in their cart. This process of retargeting pixels entails gathering and analyzing data such as browsing history, purchasing history, search queries, and social media activity; algorithms generate highly detailed user profiles using this information. Using this data will not only help you reach the right audience at the right time but will also help you create custom ads based on the interests and needs of your target audience.

ARMA TR 21-2012: Using Social Media In Organizations is available on the ANSI Webstore.