Everything you post on social media impacts your personal brand which is why it’s important that before you start posting on behalf of your company or business that you have some basic guidelines under your belt.
We’ve pulled together 11 quick reference points that we think will help you get a better grip on this media beast.
#1: Create a Social Media Channel Plan
If you’re one of the many organizations that feels overwhelmed by the need to create content for social media, don’t worry, you’re not alone!
So many brands create one type of content and then blast it onto every social platform. If that’s you, then you need a social media channel plan.
The goals you set will most likely be different on each social platform, therefore the content you develop will need to be different for each.
Here are the components for your channel plan:
– The Goal (Is it a sales goal, cost-savings goal or are you trying to create a better customer experience?)
– The Channel (For example, LinkedIn)
– The Persona (Who are you specifically targeting?)
– Primary Content Type (Text, video, infographics?)
– Tone (Playful, sarcastic?)
– Desired Action (What user behavior do you want to achieve?)
– Message (For example, your post would go here)
– Metrics (Analyze your posts)
When you leverage a social media channel plan correctly, you’ll see which channels work best and be able to manage your efforts more realistically on the other channels.
#2: Align Your Content with Metrics and Goals
What is the main goal of your social media plan? Knowing the answer to this will help you to develop a manageable strategy.
First, you need to know what to measure. The end goals dictate how to measure it.
Here are four social media goals:
– If you’re looking to generate traffic, your metric should be: unique visitors from social websites where you’ve run your social media campaigns.
– If you’re looking to create a following, your metric should be: subscribers, followers on your social channels (LinkedIn, Twitter, etc.).
– If you’re looking to generate interaction, your metric should be: quantity and type of commentary (LinkedIn comments, Twitter replies/mentions).
– If you’re looking to generate revenue (which is the ultimate purpose), your metric should be: the exact dollar value of every lead a social post generates.
#3: Create a Content Library
Whenever you create a piece of content (whether it’s an article, video or information about a service) for your blog or website, come up with a list of 10 to 20 social media posts simultaneously that can be used to promote it, and add them to your social media channel plan to keep track of them all in one location.
This will save you so much time in the long run!
#4: Focus on One Social Media Channel
If your company is a big brand, it’s likely that your customers are scattered across multiple social media channels.
However, in order to make the most of your resources, find the one channel that is heavily populated with your ideal customers and manage it like no other.
#5: Optimize, Optimize, Optimize
When planning the use of visual content to post on social platforms, think in terms of how it can drive traffic back to your website, products and services.
Link a short video back to your website from your Vimeo or YouTube account or from your Twitter profile link and make sure you provide extended content around the video.
#6: Switch it up
In recent years we’ve seen big trends in adapting written content for multiple platforms, like YouTube, to increase reach and visibility.
Changing content formats doesn’t have to involve just videos.
You can convert parts of your existing articles into images – which tend to have better leveraging power on social networks such as Facebook, Instagram and Twitter.
#7: Use Hashtags Strategically
Stop random acts of hashtagging and use a good hashtag to tie all of the pieces of your campaign together.
Create or use a hashtag that is easy to spell and easy to remember and always make sure to check that your hashtag isn’t already being used for something else, check for it on all channels before using it for your campaign.
#8: Be Consistent
The best way to grow your following and increase engagement on social media is to be there consistently.
Keep your posts relevant, interesting and valuable to your audience.
TIP: Tools such as BUFFER or HOOTSUITE are great for scheduling recurring posts, so your content schedule never runs dry.
#9: Analytics are Your Best Friend
Take advantage of all social media analytics.
It’s the best way to know how well your content is performing on your networks and allows you to publish content that has a greater chance of success.
#10: Preserve Your Brand Identity
Make sure you have a consistent brand identity across all platforms.
Are your design and graphics in harmony? Are your colors, fonts, icon styles and logos standardized?
Tip: Take a look at all of your pages side by side and see if there are any changes you need to make.
#11: The Power of Social Media and Event Marketing
Here are 7 ways to use social media to promote your events:
– Engage—encourage potential attendees to interact with you early on through feedback.
– Intrigue—create an event page on event listing sites (e.g., Website events page, Eventbrite).
– Excite —potential attendees with videos, blog posts, press releases, Twitter list of attendees, etc.
– Integrate—pick a hashtag for the event to get people talking. (See Point #6)
– Inform—ask attendees to vote on session suggestions via text messages, consider QR codes on badges.
– Broadcast—live stream video of your event.
– Share—spread the conference presentations as widely as possible; use email links on your website and publish on SlideShare.
Social media has changed the way businesses communicate publicly. Keep these 11 points in mind and you’ll be on your way to social media stardom in no time!
Don’t miss the opportunity to take your audience inside your brand’s experience. Mach Media can help you through all or any of the steps needed to achieve a successful social media presence. Contact us for info or advice.
By Nadia K. Del Rio, Sr. Project Manager