Social media has changed the way that we market businesses and interact with our consumers. A successful social media campaign requires cohesiveness, diligence and strategy! In this series, we will provide you with tips on how to make your social media campaign effective so that your consumer engagement can thrive.
1. Choose the right platform
With so many platforms to connect with consumers, which one is right for your organization? The answer to this question depends on your target audience. Facebook tends to be a staple in the social media world since it has the most users overall. As a marketer, you must decide whom you are speaking to and what kind of message you want to share. With that being said, limit your platforms to five. It is better to have a strong presence on a few platforms than to spread yourself too thin.
Additionally, you need to have an integrated approach to these platforms. This means that the message must be cohesive across platforms. The post itself should be modified to reflect the platform. For instance, a post on Facebook will have much greater detail than 140 characters on Twitter. Users will expect a different delivery based on the platform.
2. Use analytics
Analytics are essentially a way for you to measure the success and failure of your social media accounts. By using analytics, you can learn which tactics are engaging your consumers and which tactics should be used less or not at all. If you’re not a pro at analyzing data, do not fret! Platforms such as Twitter include built-in analytics which can be used with just a little practice. Facebook also has built-in analytics that go into more detail.
Take the time to monitor likes, favorites, shares, retweets, responses and more. After you take a look at this data, decide what is working and what needs improvement. For example, what time of day do most people see your posts? What type of content gets the most shares? Which hashtags are used by consumers most?
3. Post timely
Just like it is important to carefully select platforms, you must also consider how you use these platforms. You can create amazing content but if you post at 5 am, you’re probably not going to get the engagement that you want.
While researching your target audience, find out when they are most likely to use social media. Normal business hours are a safe bet but it depends on the organization and the consumers. To be effective, decide on specific times and days that you will post for each platform. It can be helpful to use a calendar. If something doesn't’t work you can always make changes but this creates organization.
4. Build a relationship
Social media is a two-way street. Take advantage of this! Use your selected platforms to not only publicize the organization, but also celebrate your consumers. You can build a relationship in multiple ways. Here are some ideas:
- Thank your followers when they add/follow your accounts
- Provide feedback when consumers leave positive or negative comments
- Create campaigns where followers can submit their own posts
- Ask questions for followers to answer using a hashtag
- Have a contest
5. Use images
Catch the attention of your followers with visuals! This might be a picture, an info-graphic, or a logo. Videos are also a great way to make announcements and share information. If you choose to use a video, be sure that it is high quality and unique. You might want to also consider time since most followers won’t watch a video over a couple of minutes. Here are some ideas for using images:
- Create an employee spotlight
- Create a campaign launch video
- Share pictures submitted by your followers
- Post pictures for Throw Back Thursdays
- Highlight new products or services