Integrating social media into digital signage: methodology and benefits

Social networks are among the digital media of choice for brands and consumers alike. In an increasingly connected world, the integration of social media with digital signage has become an essential trend for companies wishing to maximize the impact of their communications. Social media engage your audience and facilitate interaction, while digital signage allows you to broadcast information in real time in physical locations. By creating synergies between these two tools, companies can create a powerful, targeted and engaging communication experience.

The benefits of integrating social media into digital signage

Social media are being adopted in all sectors of activity, both B2B and B2C, and can be integrated into many digital signage communication strategies. Building bridges between your social media accounts and your digital signage offers a number of advantages.

Engage and connect with your audience

Broadcasting publications posted on social networks with digital signage creates an immediate bond of proximity with your audience. Your customers discover their own publications on the screens, feel a sense of belonging and are encouraged to interact further. For example, in-store customers can share their purchases on social networks and see their publications displayed on in-store screens. 

Social media can also contribute to your internal communications strategy through digital signage. Sharing testimonials from satisfied customers, for example, is a way of highlighting the work and successes of your employees, and injects meaning into the missions entrusted to your teams.

Develop brand visibility

Integrating social mediaincreases brand visibility.

Consumers who discover your social accounts thanks to digital signage will be inclined to subscribe and will grow your communities. Broadcasting digital signage content with posts shared on social media also enables you to reach a much wider audience than just digital signage viewers. You extend the reach of your corporate communications.

Distribute up-to-date content in real time

The use of social media feeds makes it possible to disseminate information in real time. For example, during an event, live publications can be displayed on screens, adding a dynamic dimension to the event and keeping participants informed in real time.

Digital signage can benefit from the integration of your social networks during an event. Linked to a hashtag, comments or questions from the audience can be displayed directly on digital signage screens during a conference, round table or symposium.

Sales promotion operations can be supported by social networks and digital signage. Limited-time promotional offers can be communicated simultaneously via social networks and digital signage, building new bridges between physical and digital distribution channels.

Enhance user-generated content (UGC)

A customer who is satisfied with your products or services is more likely to speak sincerely about your brand, your services and your products. Your customers are also more likely to trust the recommendations and comments of other consumers. By encouraging your customers to share their experiences on social media, you promote the creation of user-generated content and reinforce your brand's credibility.

A written testimonial of a few words, combined with a note, or a photo of a consumer using your products will have a strong impact and an authenticity that a corporate communication can hardly match.

Reduce your content production costs

By integrating social media into your digital signage strategy, you can reduce your content production costs. Visuals, infographics and videos can be broadcast on your social accounts and on your screen park, identically or with slight modifications.

You mobilize fewer resources, and create a consistent, reassuring visual identity for your target audience, who will be on familiar ground online and in your public reception areas.

How to integrate social media into digital signage?

Are you convinced of the benefits of integrating your social media into your digital signage strategy? Now you need to get to grips with the methodology that will enable you to benefit from optimal synergies.

Choosing the right social networks for your strategy

The first step is to determine which social platforms are most relevant to your target audience. 

The audience and positioning specific to each social network are two essential elements. LinkedIn can contribute to an internal communication strategy through dynamic posting, while Facebook fits more easily into a BtoC strategy. 

The format of publications is important. X (Twitter) is ideal for short, high-impact messages, while Instagram gives pride of place to photos and short videos.

Integrate social media feeds

Automation is essential if you want to boost your communications without mobilizing excessive human resources. You need to choose a digital signage solution that can integrate social media feeds. 

Cenareo enables the integration of social media feeds. These feeds can be configured to display publications with specific keywords, mentions or hashtags. For example, at a trade show, publications using the event hashtag can be displayed in real time.

To maintain control over the content displayed, a moderation system is essential. This ensures that only appropriate messages in line with company policy are displayed on digital signage screens. For example, for a promotional campaign, moderation can prevent inappropriate comments from being broadcast.

Define an editorial calendar and plan your content

Developing an editorial calendar for your social content is essential. For optimum effectiveness, you need to consider how often you want to display content on your screens. For a seasonal promotion, plan publications in advance to ensure consistent and timely distribution.

Create incentives to action to encourage audience interaction with content. For example, invite customers to share their experiences with a product using a specific hashtag, or enter an online contest by sharing posts on social media.

Whatever your sector of activity, digital signage is for you!

The Cenareo platform enables you to manage both small and large fleets of screens, allowing you to design communication strategies tailored to your sector, whether for internal or external use. Precise management of user rights and the availability of ready-to-use templates make it easy to distribute content at local and global levels, harmonizing and personalizing messages.

We provide you with a player associated with our software solution, which connects to any screen via an HDMI port. In the event of network connection loss, the content previously loaded on the player takes over, avoiding any service interruption or blank display. In addition, Cenareo has developed virtual players compatible with Android, iOS, System on Chip (SOC), or Windows systems via a web browser.

You benefit from a reliable, adaptable and operational digital signage solution, perfectly tailored to your needs and offering optimum availability.

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