When social media works it can really make an impact on your business in several ways. It engages existing customers, attracts potential new customers, is great for building your brand and can add to your bottom line.
Sounds great, doesn’t it? So why is it that your social media experiences might not be living up to your expectations. If you are religiously tweeting on Twitter, posting status updates on Facebook, pinning on Pinterest and uploading videos to YouTube but still not getting much interest – ask yourself ‘Are you giving your fans what they want?’. It is not enough just to create any old content so you can tick the social media box.
To be successful with your social media content there is so much more than simply putting up a few social signposts. A winning strategy should encourage your fans to share it, comment on it, like it, pin it, retweet it, review it – you get the idea. A social media marketing plan is a great addition to your overall marketing plan and you should put careful thought into it, just like all your other marketing efforts.
Today’s savvy social media users just won’t accept ‘run of the mill’ content, they will soon tell you whether you are hitting the right spot or turning them off. How? Simply look at your retweets, shares, likes etc, if these are low then its clear that people are simply not interested in what you have to say. There is also a selection of tools within each social media platform, which can give you feedback.
Take a step back and think about what your fans (customers) want from you and what you want them to do. They really can be your best ambassadors; it’s a fact that their friends will believe what they have to say more than you. You can use them to spread the word on your latest offers, promote an event, push your brand or just attract some attention. It’s not all about selling when it comes to social media, engaging and building relationships is key.
You are the best placed person to understand your customers and once you answer a few questions you can then begin to deliver social media content that will get your fans listening and more importantly engaging with you, and of course their friends.
Remember also that each social media site is used differently and not all are alike. See what works best for your business, if you are B2B then LinkedIn is usually better. On Twitter it is easy to connect with users and get ideas, opinions and find out what people want, while Facebook is more about conversation, sharing stories and photos. It’s also a good idea to promote between the social media platforms for example when you add a video to YouTube, let your followers on Twitter and Facebook know about it.
Delivering content that has value and engages fans is also an important factor when it comes to search engine optimisation. Social media engagement is a strong signal to search engines and when your social media content points to your website it can only help with your organic rankings.
Once you find the knack of ‘going viral’ on social networks then the kickback will be worth the extra thought and effort to produce social media content that your fans really want to hear.