5 Tips to Amplify your Social Strategy
20 March 2019 17:59pm
Social media has evolved over time and become one of the most popular sources of information, entertainment, and connectivity. Brands across the globe leverage social media to attract new audiences, share their story, foster deeper engagement, and grow their business. With so much activity occurring on these platforms, how can you set yourself apart and best take advantage of the benefits social has to offer?
Here are 5 tips to amplify your social strategy and take it to the next level:
1. Take a multichannel approach.
Just like a marketing campaign is more effective when it’s omnichannel, so is a social campaign that spans over a variety of social platforms. Don’t just focus on one social platform. Instead, utilize the ones (plural!) that will drive your specific business needs.
Ensure that the messaging and tone are consistent across platforms — it will allow you to maintain a more unified image for your audience. While the higher-level messaging should be the same, the delivery should still be tweaked slightly to account for the differences in audiences based on each platform. After all, Instagram isn’t the same as LinkedIn.
2. Create a content calendar and stick to it.
Consistent posts lead to retention, and retention means your brand stays top of mind. It’s important for your brand to deliver a variety of posts continually, but that doesn’t mean you need to post every day. If you have less content to share, spread it out throughout the week and schedule them in advance. The main idea here is to stay active across platforms.
To improve organization, create a calendar for your ideas and upcoming posts. You can even try allocating certain post types on certain days, “training” your audience to expect content from you. Taking it one step further, be sure to pay attention to the times you’re posting. Audiences are most likely to engage during the in-between moments of their day, whether it’s on their lunch or before their evening festivities. Is your audience prominently students who are free at a set time each day, or are they professionals in metro areas with a long commute? Are they more distracted when they get home, or less? Factor all of these considerations into your scheduling.
3. Keep engagement and timeliness top of mind.
Engage with your followers through likes and comments — this will make users more willing to engage with your content again. Timeliness should be a top priority. The sooner you respond, the more satisfied your followers will be.
Having someone designated to monitoring the activity on your profile so they can respond to questions, concerns, and other commentary (while also making sure to flag inappropriate ones) may be wise. Plus, don’t be afraid to show some humor — social is a friendlier environment.
4. Utilize video in your campaign.
The social landscape has shifted, with more consumers preferring (and expecting) video content. Not only do videos bring an engaging element to your profile, but they also add a dynamic layer to your typical content. From Instagram Stories and IG TV to Facebook Live and Snapchat, essentially every social platform has some sort of video capability. On top of that, there are so many different types of social video you can utilize: short-form, long-form, looping, live — the possibilities are endless!
5. Pay attention to social analytics.
Success should be measurable, and fortunately, social media is very data-friendly. Pay attention to social metrics to see what’s working and what’s not, and adjust accordingly. Bonus points for having all your social accounts connected on one analytics platform, which allows for improved efficiency and tracking since it’s all in one dashboard. Some things to look out for include follower growth, post engagements, likes, product purchases, and click-through rates. Don’t forget to tag any links you add to your social profile so you can better track the source of the click!