The widespread usage of social media continues to grow – with a global population of 7.06 billion, 3.03 billion are active social media users. Social media provides the opportunity for brands to create a presence and build relationships with their audience, increasing top-of-mind awareness.
At Spurwing, we help our clients to capture the hearts and minds of their target audiences through impactful social media engagement. By supporting clients in the healthcare, nutrition and food industries, we’ve devised a list of essential tips that work across all sectors.
Tip 1: Harness the power of your employees
The majority of a company’s employees are likely to be active social media users making them powerful contributors (or detractors) from an organisation's online reputation. Harnessing potentially tens of thousands of online advocates can have a huge impact. Empowering your employees is key to utilising their influence.
You must make it easy for employees to engage. Employers can equip their workforce with bite-sized content to be shared on their social media pages. When messages come from the employees rather than the brand page, they are perceived to be more reliable.
On LinkedIn, long form articles can be published from a user profile but not a company profile. Sharing one’s own original content via LinkedIn Articles is a way for senior leaders to share content that would position them as an original thinker and thought leader. Building a company’s reputation should start with how its employees are presenting themselves. We have helped guide and empower senior leaders to build a share of voice, which has allowed them to be respected internally and externally.
Tip 2: Keep posts visual, succinct and punchy
Online audiences are 95% more likely to view content accompanied with images than text without images. A report by Buffer found that a tweet is 150% more likely to be shared if accompanied with an image over a tweet without. Additionally, the predominance of visual memory shows that some people perceive images better than text.
Despite Twitter increasing their limit to 280 characters from 180, we recommend tweets to stay within 180 characters or less and get straight to the point due to dwindling attention spans. You should consider using digestible statistics and impactful quotes to break the rigidity from text posts. However, always be sure to include a call-to-action at the end of the post.
Tip 3: Understand what competitors are doing
Note down your top 3 competitors in your space and conduct a social media audit on their pages. This helps you understand how to differentiate your organisation and identify opportunities to improve your social media presence. Some questions to consider:
What posts over the last 6 months have received the most engagements on their channel?
How often do they post?
What sort of variation in content types are they posting?
Is there a common theme in the visual elements posted?
How long are their posts on average?
Tip 4: Measure, analyse and improve your offering
With sophisticated data analytics tools provided by several platforms, it is now easier than ever to track how well your posts are doing and who’s looking at them. Analysing your data helps you identify optimal posting times for your intended audience and in turn, engage them.
Organisations can consider running A/B testing on posts (i.e comparing two versions of the same post) to find out which visual or copy works better. According to LinkedIn, they found that an image with a person is more engaging than an inanimate object and that posts with a stronger action verb hold greater appeal.
Some of the most useful ways to measure social media success include: reach, engagement, mentions and click-through conversion rates. It is important to look at these metrics together and understand what the numbers mean.
Reach: Allows you to understand how far your content is disseminating and how big your audience is
Engagement: Allows you to understand the overall success of a campaign or post by looking at the replies, comments, likes and shares. The metric is useful in identifying what works best for your audience so that you can tailor your strategy to suit their preferences.
Mentions: Help you keep track and stay on top of what online audiences are saying about your brand or organisation.
Click-through conversion rate: Refers to the number of visitors who click on specific links on your page, such as clicking through to your website or subscribing to your newsletter, against your total number of visitors. A higher click-through rate is testament to an effective post.
Tip 5: Explore paid options
To complement your current social media effort and to stay ahead of changing algorithms on social networks, consider paid social media advertising. This decision is dependent on your organisation’s needs and budget. One of the greatest benefit of paid advertising is that you can choose your target audience and platforms such as LinkedIn, Twitter and Facebook allow for conversion tracking.
Here are several questions to consider before putting money behind your social media posts:
Have you explored other non-paid advertising methods?
Who do you want to target with this paid post?
What posts are you intending to promote? i.e an upcoming conference or the launch of a White Paper
What format is the promoted post going to be in? i.e infographic, video, gif
How long do you have to run this post for?
What is your call-to-action? i.e to sign up for a conference or download a report
At Spurwing, our team of communication experts can guide you on how to navigate the digital landscape and effectively communicate with your target audience.
If you would like to realise the full potential of your organisation’s social channels, please get in touch – contact firstname.lastname@example.org and we can explore the power of social media together.
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