Whether your company is just starting out on social media or you are working on building your brand’s presence, there is always room for improvement. Creating content for social media can seem like a daunting task, but do not worry, it is more manageable than you think.
Here are five tips to creating the perfect social media presence.
Choose the Right Platforms
Finding the right platforms for your business is the first step to creating a successful social media presence. There are more than 100 social networks live around the world and the number is growing every year. A retail or products-based business should focus on platforms that allow photos, like Instagram, Twitter and Facebook while a video product company’s clear choice would be Youtube.
Not every platform will be right for your brand. Spend some time planning how you want to approach social media and find what networks work for you and your audience. Consider what social platforms your target audience is using and engaging in. Facebook is the most populated platform by far, with over two billion active users. If you are unsure about where to start in your social media journey, Facebook is a safe place to begin.
Tailor Content for Each Channel
Although your social media presence should be cohesive, there are still some differences between platforms that need to be accounted for. Timing is everything. The most successful social campaigns are posted at ideal times and days of the week for each platform. For example, Facebook posts have the highest engagement on Wednesday at 11 a.m. and 1 p.m. while Instagram has the highest engagement on Wednesday at 11 a.m. and Friday from 10-11 a.m.
Each platform should also take on a different tone for your content. Twitter posts can be more informal and light-hearted while LinkedIn posts should stay professional. This does not mean that you cannot post the same content on each channel, but you do need to consider changing the text, images or other elements to match the platform you are posting to.
Organize & Plan with a Calendar
You do not want to scramble last minute for content; this will lead to low quality posts. For best results, plan ahead and create goals and strategies. Organization leads to consistency, high quality and variety. As stated before, content should be tailored for each channel. To do this, each social channel you use should have a separate social content calendar. This provides the cleanest and easiest to read way to organize all of your social content.
Encourage Engagement & Address Problems
Social media interaction is not just for personal accounts; businesses need to be interactive with their audience. Create content that your audience will want to interact with and engage in. Ask them questions, respond to their comments and encourage action! This will keep your followers interested and promote a brand others want to follow.
While you strive for engagement, not all of it will be positive. Carefully monitor your mentions, comments and messages. If a problem arises, engage with the person immediately. Offering a solution in a direct message is proper etiquette and you will receive the best results.
Create Targeted Ads & Boosted Posts
You have probably noticed that the advertisements you see while browsing the web reflect your recent online shopping habits. If you were recently searching for a new kitchen item, you might start seeing more online advertisements for kitchen utensils on your Facebook or Instagram feed. This is because these social channels noted your shopping habits and added you to that interest category.
You can take advantage of this by creating targeted advertisements for your audience. Facebook offers a wide variety of categories to narrow down your target audience including age, occupation, interests and more. You can target your advertisements and other content to a very specific audience and collect data on how responsive that audience is. Targeted and boosted posts are a great way to collect feedback on what your audience is interested in and what content they are most likely to engage in.
Creating and sustaining a company social media presence is not a direct science, every company is different. You have unique goals, values and customers. Finding your voice and what works best for your company is the most important part of creating a social media presence.