This is the type of conversation to have with clients – start-ups and companies – regularly to build a social presence to create or raise awareness:
What has changed?
Needless to say, if you want more engagement with your social profiles, you will have to invest a lot of money and effort into it.
Also, channels like Facebook limit the visibility of posts with links that take the user away from the platform. Do you have links to videos and blog content you have posted? Things are not going very well in the current scenario.
So if your content doesn’t fit the new mandates of social channels and your organic reach is close to zero, what can you do to stay socially relevant?
A seven-step guide to not being a social media flagship
Here are seven ways to make sure your content gets the attention it deserves.
- Select the correct channel
Today, there is an impressive number of social channels, and many companies make the mistake of chasing most of them. In doing so, they exhaust their already limited resources and generally save money. For example, they post the same content on all channels. It will not work. Each channel has a particular tone and demographics that are interested in the channel. So choose wisely. Choose 2-3 channels on which you are likely to discover TG and focus your efforts on it.
- Expand the room
A social page without followers is like an empty room. Whatever good things you shout out there, no one listens. The first is to create an interested audience: people interested in your content, your ideas, your product/service, or your values.
- Create and publish engaging content
Create videos that run on the platform, go crazy with stories, and create infographics or other visual representations of what you have to say.
- See the influencer’s book
Influences invested a lot of time and effort in building their own social capital. Find the influencers most relevant to your news and follow their social norms: what kind of content do they create, how often do they post, what is the tone?
- Open this wallet
It’s best to use paid promotion options and show your content to people who will find it really relevant. Spend your money wisely. Know your news, know what you want to achieve with the promotion, design this campaign carefully, and be ready to adapt it every day!
Social is a fluid medium, so you need to go through your promotions and find out what works best for certain channels, content formats, and audiences. Keep an eye on the ROI.
- Build partnerships
If you don’t have enough social currency, choose who does. Find complementary brands and influencers who have a good command and create common brand content. For example, if you have a brand of cookies, partner with an established brand of tea or coffee. Use your money.
- Maintain a response strategy
If you really want to involve people, you need to react quickly when they act. Create a response strategy. Respond quickly to comments, messages, questions, and concerns; and if you are unable to resolve the issue immediately, continue.
* * *
If you are just looking on social media to receive a check, it is best not to do so. Due to outdated content on the pages, low engagement, and lack of answers, people who visit your page will only ask questions.
After all, social media is a daily bet. It is a true “always-on” car. If you don’t have the means to support yourself, think again before you start.
If you want to do something social, you better do it right.