How Can We Design An Effective Social-Media Approach?
Let's Check The Stats Before We Begin...
Posts That Use Picture & Video Outperform Posts That Only Use Text.
A Majority Of Users Feel The Most Important Aspects of A Brand's Social-Media Page are ; 1. Fresh Content , 2. Relevant Content , and 3. Attention to Followers.
About 50% of Followers Find Their Main Reason For No Longer Following A Brand is "Boring" Content.
Utilizing Picture & Video on Social-Media.
We understand that pictures and videos outperform posts that only use texts. But this doesn't mean you just go posting pictures and videos at random. Upon examining this data a little more closely, you will see that different kinds of content (video, picture, text) performs better with different kinds of platforms. For example, on Facebook, videos- on average- will be viewed by 8.7% of a brand's audience, Status Updates will be viewed by 5.8%, and Pictures are viewed by only 3.7%. Inversely, on Twitter, tweets with pictures received 35% more engagement, tweets with an image received 26%, and those with #hashtags received 18% more engagement. So, as you can see, adding video and image-based content will provide a boost to all of your social-media platforms... however, there are definite ways to maximize your results. The best way to boost engagement is to utilize the strengths of your platforms. Don't be afraid to use video on Twitter, or to use photos on Facebook, but- if you're looking for engagement boosts- keep in mind the stats.
One more thing; Visual content, no matter the platform, is 40x more likely to be shared and/or retweeted.
Read that & weep.
Freshness, in a nut-shell, means one thing.
And it can be explained in these 3 simple letters; ABP.
Always. Be. Posting.
Okay... When I say "always", what I actually mean is, between 1-3 times a day, per platform.
- But be careful.
Just because I tell you to post 1-3 times a day, doesn't mean you should simply schedule your tweets, posts, pictures, and videos to all show up on Facebook, Twitter, and Instagram at the same time. As you can see in the infographic below, there are optimum times to post for each platform. - With Facebook's best times being between 1-4pm, and Twitter's best times being 1pm-4pm on Mondays and Thursdays.
- A Note: Though it isn't visualized, Instagram's best posting times are between 7pm & 10pm, Thursday - Sunday.
This one is easy. We've mentioned it before and we'll mention it again. If you want to experience consistent growth as a brand, especially in regard to social-media, you'll have to post consistently relevant content. There is no better way to kill social growth than to post random, odd, and off-message content. It is absolutely vital that you manage your brand's social-media presence in a way that is similar to how politicians run campaigns. This means, "controlling the narrative", and "staying on message." Customers need to know who you are, what you sell, and why you sell it. If you start throwing curve-balls, they'll start to become uncomfortable, and you'll inevitably scare them off. The best way to make sure you stay on-message and cement your identity in a customer/follower's mind is to adhere to the 70/20/10 rule; wherein...
- 70% of your content is Informational (I.e. "How to's" , Interviews, etc.)
- 20% of your content is info & posts about/from Other People (I.e. A sport's brand may use quotes from athletes.)
- 10% of the content is based on sales, promotions, and specials.
Simply, keep your content reliable, useful, and varied.
No Curve- Balls.
Attentiveness, in so few words, is literally the easiest aspect of any social-media strategy. - And it very-well may be the most important aspect as well. So, if this is the case, why do so few brands pay attention to their followers? Maybe, they're too cool. Maybe, they're too stupid. - In my opinion, it's probably a mixture of both. Look, everybody wants to feel important. Everybody wants to be valued. Everybody wants to feel important. There is no better way to make your followers feel all three of these sentiments than to simply reply to them.- or give them a retweet.
When a customer or follower reaches out to you, whether it be through Twitter, Facebook, Instagram, etc. , they're doing it for one of two reasons; A. They're happy, or B. They're not happy. - Both, you'll find, are major opportunities to add one more loyal follower to your brand's social-media profile. - Just don't ignore them.
Whether the follower reaching out to you is happy or mad, they're really only looking for one thing; a response. Happy followers want to be thanked for their loyalty, and unhappy followers want their feet to be kissed. As a result, the method to create a loyalist is simple. Just reply. Tell the satisfied customer that you appreciate them. This can be as simple as replying with a canned...
Boom. This lovely customer is now in a loyal follower.
... As for the unsatisfied customer, they just want to be told that their complaints are legitimate (which they probably aren't) , and that you are willing to do anything to fix it. They say the customer is always right. Anybody that has had any experience in customer service knows that this is false.
Larry David might be right, but remember, an unsatisfied customer is a loyal one that doesn’t know it yet.
At the end of the day, every customer just wants to feel valued. If you can make your followers feel valued with a little bit of personal outreach/contact, you have achieved your goal of being attentive. If you can maintain your attentiveness, your brand will begin to gain a reputation as a "company that cares", and there is no better reputation than that.
To bring it all home; stay fresh, stay relevant, and stay attentive. If you can do all three, while utilizing image-based content, you will see your follower/like count begin to grow in no time. Cultivate interest and loyalty, and your social-media momentum will be unstoppable.