There are too many social media platforms now to keep track of, we all know the big players but there are a plethora of smaller networks out there too. Each platform works on it’s own algorithm and once you have got to grips with how it works, they change it again. It is fair to say that keeping on top of social media is now a full time job.
So, how can you ensure that you are getting the most out of your social activities? Here are seven steps you can integrate into your social media routine to improve engagement levels with your followers:
The most important thing to do is to plan out your activities. It can often seem tempting to just action social media activities as you go to allow you to be timely. However, this causes a lot of stress around what content to produce and when, especially when you are trying to produce things last minute. Put a content plan in place, even if it only covers the social platforms you will be using and the type of content you will use.
Check out our social channels and you will see a pattern, every Wednesday, for example, we provide a tip for our users. Having a daily theme can really help your stay on top of your social posting and ensure it is regular. You can also have a weekly focus. This week across HIIT’s channels most of the content is focussed on social media, last week was focused around mobile optimisation.
By planning in advance, you can also benefit by tracking and evaluating your activities to influence on your future plans. What posts and topics work and which ones don’t?
How much resource do you have to dedicate to social media? This includes time, personnel and money. It is important that you are able to sustain whatever plan you put in place. Social media requires regular and consistent attention, so start as you mean to carry on. Customers will often check a company out across social media and no page is better than an empty or sporadically populated one.
Whilst in essence posting on social media may seem very simple, there is a requirement for well structured engaging content. A picture of your product may suffice once or twice but social users expect much more than this, they want to get to know you as a brand on a more personal level. Alongside consuming your content, they also want to engage with you and that means dedicating the time to establish 2 way conversations with your followers. Social media is not just a broadcast platform it is one that requires constant management.
Know Your Buyer
Have you taken the time to establish who your key buyer personas are? What do they want? Where do they go online? If you have you are one step closer to establishing a meaningful relationship with potential customers. By defining your key buyer personas you can target your content, to them, where they are looking and fit to their needs.
Consumers across social media have ever increasing expectations in terms of how brands communicate with them. There is growing expectation of more tailored communications and 1-2-1 focus. Whilst it is impossible to deliver this on a large scale across social, personalising content where possible shows a social awareness that consumers now expect.
This is what social is all about, sharing with your followers. The more you can share with users, the more in-depth becomes their relationship with you. Of course you want to share information about your products and services, but make sure you are also sharing about your company and those who make it. Behind the scenes snippets allow your followers to get to know your employees and give your brand a much more personal feel. The old adage people by people still applies in this modern digital age.
We have already touched on this, it is more important than ever to really engage with social media users. Use a relevant mix of content to engage with your audience and aim to build a community around your brand. Respond to user comments and posts on your social pages in a timely manner and start to build conversations. If appropriate to your brand, groups in social media work well to bring fans of your brand together and to entice potential customers into your brand community.
All communications by your company, both online and offline should be aligned. It sounds obvious but if you have more than one person working on your marketing, do they both have the same vision. Decide on your brand personality and tone of voice and ensure this is consistent across all your communication channels. Build a brand identity that is easy to identify wherever a person comes across you.
All of these steps needs to be considered in unison to put together a successful social media plan. If this all looks like a lot or you are concerned about having the necessary resource to manage your social media profiles then we can help. Get in touch with us today or visit our social media marketing page to find out more.