1.Know what the goal is?
Before you decide that social media is not working for you the way you had hoped it would, be specific. Have you decided on the goal posts? Are you wanting to generate more traffic, create a following, generate engagement with your fans or generate revenue. Your metrics will depend on your end goal so if you want to generate more revenue, work out the exact dollar value every lead a social media post generates. If you want a larger following, make sure you are on all the platforms. If you want more comments, mentions and engagement make sure your content is of high quality that promotes engagement.
This is your chance to really interact with fans and generate engagement to gain leads. You are able to get inside their heads and find out what their interests and lifestyles are. It’s an instant focus group, which allows you to explore what your customers or fans like and where you can expand.
3.Monitor your competitors
Keep an eye on what others in your industry are doing. It’s interesting to note which social media platforms they are using, which are working for them and which are not necessarily. Are you posting or tweeting as much as them, do they have more engagement? Maintain an active presence on the sites that are working for you so that you don’t get left behind, but keep evolving and try new platforms that seem to be successful for your competitors too.
4.Customer is King
Spending a little time on where your customers are is key too. Find out what channels they use – Facebook, Twitter, LinkedIn, Google+, Pinterest and Instagram seem to be the most commonly used in Zimbabwe at the moment but chances are different customers will be on different sites so find them and follow them too. Create content that they want to engage with or talk about and then listen to what they are saying.
Increasing the posts and updates will generate more traffic. It is not uncommon for business to tweet 5-10 times a day and Facebook averages between 1-4 posts a day. Business hours usually have the highest traffic but anything between 8am and 8pm is usually safe, depending on your brand.
6.Bring your posts to life
Using infographics and hashtags is a great way to add a little something to your posts. Infographics are appealing as they present a lot of otherwise boring to read information in a visually attractive way that is easy to comprehend and remember. Using hashtags can track promo activity across platforms and people who use them are likely to engage in social conversations more.
7.Linking in-person events and social media
A great way to get more exposure for your brand on the social sites is to integrate it with your in-person events. Create an event on your page, pick a hashtag for the event to get engagement or stream a live video of your event. Post blogs, pictures, videos, press releases and even attendees names to excite other potential attendees.
8.Be generous with tips
A search on the keyword ‘tips’ yields incredible results and as this is the information age and everyone is looking online for something to make their life easier, why not be the one giving it to them. Tip related articles always go down well so if there is something you an share, you will be pleasantly surprised.
9.Don’t rely on auto-posting
Auto-posting is fine, but being available for real conversation back and forth is important. It’s called social media for that reason, real time social conversation. This is where you may get your best insider tips from, early morning or late night conversations with people who are keen to tell you what they are thinking about your brand.
10.Outsource where necessary
Research has shown that companies that have the most effective social media presence have a combination of both internal and eternal people. Internal administrators can deliver messages and updates as the news breaks so to speak and can help keep the content fresh. Whilst the expertise and knowledge of a social media consultant, who understand social media across all platforms, can also add great value to your campaigns. Try covering all bases and have both internal and external resources to rely on.
If you have any comments or further suggestions on creating an effective social media content strategy then I would love to hear them.