In roughly a decade, social media has grown from something of a novelty into one of the major forms of communication on the planet. When’s the last time you picked up the phone and actually gave someone a call for no other reason than that you wanted to talk to them? It probably doesn’t happen very often.
But you’ll fire off a tweet or send them a message on Facebook in a matter of seconds – and there are literally billions of people around the world who feel the exact same way.
For brands, however, one of the most essential things to understand is that simply being on sites like Facebook, Instagram and Twitter isn’t enough. Everyone is on these services – that doesn’t make you special or unique.
How you use those services is all that matters.
Understand the Unique Strengths of the Platform You’re Working With
One of the most devastating mistakes that a brand can make is to assume that all social media sites (and by extension, posts) are created equally.
People use different sites for their own unique reasons, but generally speaking their audiences are very different. Twitter users aren’t looking for 1,000 word tomes on a particular topic. They want short, breathy bursts of information.
Instagram users are looking for fascinating pictures and other visual materials. Facebook users enjoy the conversation of it all, along with the opportunity to carve out their own little corner of the Internet.
Therefore, not all collateral is going to work equally well on all avenues. For Twitter, visual collateral that you’ve created with a graph maker like Visme (which I founded) will likely perform best because it’s A) a naturally shorter experience, that is B) also fulfilling because a complete “story” is being told through images.
Facebook users are looking for something a little meatier, on the other hand, which is where your presentation software will come in handy.
That’s not to say that a presentation you create won’t perform well on Twitter. It might – but you still need to acknowledge that those longer materials aren’t what Twitter users are there for, and vice versa.
The Art of Growth on Social Media
Another way to succeed on social media has to do with your ability to grow your audience. A Twitter profile ultimately won’t do you much good if you’re only speaking to the same 100 people all the time.
For that, you need to examine your posts from a bit of an analytical point of view – and services like Respona and others are here to help.
Services like these give you the ability to quickly create the most engaging content possibly by putting relevant keywords at your fingertips. Based on your campaign objectives (and, of course, the social media platform in question), you can quickly see what topics are performing best so that you can begin to craft compelling collateral around them.
Services like these are also an invaluable way to connect with relevant bloggers and other social media influencers to promote your brand on a larger scale than you alone could ever accomplish. So if you craft posts with the right influencer, it isn’t just your audience that will see it – you’ll begin to tap into theirs, too. At a certain point, you’re bringing new people into the fold, thus creating a sustainable level of growth that will serve you well for years to come.
Once that audience expands, it’s important to not overthink things. You still need to craft posts that are optimised for your goals and the people who will be reading them, and you can’t get to that point without a deep and intimate understanding of your audience.
If you’re able to get to that organic level of insight, you have everything you need to craft perfect social media posts every time you’re given the opportunity to do so. At that point, it’ll feel less and less like you’re trapped in the daily “social media grind” and it’ll appear more like you’re having a fun, exciting and engaging conversation with the people who matter most.
It’s just that those people happen to number in the hundreds of thousands, that’s all. But make no mistake – that’s not a bad problem for any brand to have.
Important to get your content right for social media
- Social media is most often used for personal reasons to connect with friends and family.
- If you serve content to people with this mindset that isn’t suitable, relevant or useful, it can have the effect of turning people off and driving them away.
- Similarly, if you blast people with a steady stream of content, it can be overwhelming and come across like a shouting match.
- You need to take the time to learn what people want to read/watch and make it digestible via the formats and channels they find most useful.
Social media is one of the ficklest tools at a brand’s disposal. On one hand, it is an open platform allowing for direct engagement the likes of which we have never seen before it. But on the other, it is an over-saturated platform full of constant noise that can be difficult to cleave through. The trick is to build a loyal fan base that is part of a circular community within social media. You want to foster a sense of belonging that brings people back again and again. While direct interaction is one way of doing that, it should be combined with another strategy, namely a content strategy.
Build brand awareness
- Grow market share.
- Launch new products or services.
- Target new customers.
- Enter new markets internationally or locally.
- Improve stakeholder relations.
- Enhance customer relationships.
- Increase Sales
It is worth your time to mind map out what your marketing objectives or goals are for the current and or present time, by doing research to assist with thinking of the “what, how, why you want to sell & promote via your business or what your business will be marketing. To market your business, you don’t need to spend thousands on ads, content is king but context is god if you want to think of it that way. The content you put out should be various types because not everyone likes to read and not all customers will like to watch videos.