1: Align Content Development With Social Media Metrics and Goals
Understand the goals of your company’s social media content delivery to help you develop a more attainable strategy.Top 10 cool strategies to increase social media sharing of your content
“First you need to know what to measure. The end goals dictate the measurement metric.”
He offers metrics for four social media goals:
- If you’re looking to generate traffic, your metric should be: unique visitors from social websites where you’ve run your social media campaigns.
- If you’re looking to create a following, your metric should be: subscribers, followers on your social channels (Facebook, Twitter, etc.).
- If you’re looking to generate interaction, your metric should be: quantity and type of commentary (Facebook comments, Twitter replies/mentions).
- If you’re looking to generate revenue(which is the ultimate purpose), your metric should be: the precise dollar value of every lead a social post generates.
Keep this information in mind when crafting your social media content.
#2: Beef Up Your Content Strategy With a Big-Brand Mindset
Small businesses can learn valuable lessons from the big-brand approach to social media.
Three things big brands do very well that small businesses can emulate:
- Find where their customers talk and “go deep.”
- Create content that people want to talk about.
- Use social media to listen to customers.
Starbucks, with over 34 million fans on Facebook, is a good example.
On Thursday, June 6, they posted a Facebook offer “Enjoy a Grande Iced Coffee, Iced Tea, or Starbucks Refreshers Beverage for $1 on June 7.” The update was shared by 13,931 people and received 1,553 comments. The offer was not tweeted to their 3,852,454 Twitter followers.
By promoting the offer on Facebook, where they have a significantly larger following, Starbucks leveraged the promotion on a platform where they were sure to get higher visibility, giving followers an incentive to follow the brand.
Starbucks knows where and what their customers will talk about!
Use a big-brand approach to engage your social media followers.
#3: Concentrate on Increasing Daily Updates
Ensuring that your posts and updates have a good chance to be seen by your target audience is an integral part of a content strategy.
3 key tactics:
- Frequency: Post around 5-10 times a day on Twitter and 1-4 times a day on Facebookfor optimal outcome.
- Timing: Almost all research studieshighlight the main work hours from 8 am to 8 pm as good times to tweet and post to Facebook.
- Multiple sites: Post to multiple social sites, in addition to your own blog or website.
Create a frequent and reliable presence on social networks. Image source: iStockPhoto.
Pay attention to frequency, timing and multiple sites, and you’ll increase the odds of achieving higher levels of social engagement.
#4: Delve Into Data From Social Media Channels
Data from social channels (e.g., Twitter, Facebook, LinkedIn, Google+ and blogs) can be overwhelming unless you have clear goals to guide what you’re looking for and what you’ll do with the information once you find it.
“The sheer volume of social media data makes it incredibly difficult to analyze.”
He offers five practical ways you can use social data to benefit your business:
- Gauge the real-time market mood.
- Identify relevant issues and content.
- Determine user interests.
- Provide internal operational metrics.
- Execute competitive research.
Explore social data with an actionable plan in mind.
#5: Engage in Real Interaction “Social media engagement is often defined as the real interactions that happen on these networks.” She points out that social media engagement relies on daily interactions among users to survive. While autoposting tools are one way to communicate, more businesses are beginning to understand that engaging with their audiences in real conversations will bring them better results and add more value to their social streams.
Engage with users in real-time conversations. Image source: iStockPhoto.
Be available to your audience in real time, when you can have more meaningful back-and-forth conversations.
#6: Follow Facebook’s Changes
Got the hang of your Facebook Page? Enjoy it while you can, because based on Facebook’s history, the only thing that’s certain is that Facebook will change.
A Google search for the words “Facebook changes” brings up a great number of results with a range of topics such as changes to timeline, cover photo policy, implications for merchants, mobile layout and much more.
5 ways marketers can keep updated on Facebook changes:
- Follow Facebook’s business changesfor regular updates.
- Follow the Facebook tag on TechCrunch.
- Set a Google Alertfor Facebook updates.
- Follow new postson AllFacebook.
- Follow social media and tech experts.
No one wants to have their Page change features on them without having ample time to prepare. Keep up to date with Facebook developments to make sure you don’t miss out on the changes coming down the pike.
#7: Get Acquainted With the New Google Analytics Social Reports
Google‘s new standalone reports, Data Hub Activity and Trackbacks, give marketers more in-depth insights into social networks and how users respond to a business’s content.
As Google describes:
The Data Hub Activity report shows you how people are talking about and engaging with your site content on social networks. You can see the most recent URLs people shared, how and where they shared (via a “reshare” on Google+, for example), and what they said.
The Trackbacks report shows the sites that are linking to your content, and in which context. This can help you replicate successful content and build relationships with those users who frequently link to your site.
Discover what and where your visitors are sharing.
Check out the new Google Analytics reports and apply what you’ve learned to your content development strategy.
#8: Help Users Find Your Content With Hashtags
Why should businesses care about hashtags? It sums up with five reasons:
- Promotions—hashtags make it easy to track a promotion’s activity across many social platforms.
- Unification—you can track a hashtag across all the major networksor filter them individually using new tools such as Tagboard.
- Conversations—giving a customer your website URL doesn’t make it easy to begin a conversation, but hashtags do.
- Targeting—unlike going after a general web surfer on the open web, people who use hashtags are likely to engage in social conversations and therefore are more likely to share a positive experience they’ve had with your brand once you’ve broken through.
- Innovation—because they’re so flexible, simple and ubiquitous, more businesses are able to find creative ways to add power behind the hashtag.
A hashtag search on Tagboard will help you follow all the conversations.
Tagboard filters hashtags on major networks.
Use hashtags to include your content in active public conversations.
#9: Introduce Content With Infographics
Infographics are defined as graphic visual representations of information, data or knowledge intended to present complex information quickly and clearly.
Dragan Mestrovic illuminates the benefits of infographics in four persuasive points:
- Infographics are shared on the web, Twitter and Facebook more often than other content online.
- Infographics are easy to understand, consume and share.
- On Twitter, LinkedIn and StumbleUpon, infographics get more shares than other content.
- Marketers love infographics because they offer an easy and powerful viral marketing tool to spread the word about your company’s products and services.
Infographic of infographics
Infographics are a great way to synthesize information simply and visually as seen in the above image from Vsual.ly. When done well, an infographic is a perfect poster-child for quick and effective dissemination of information via social media.
#10: Justify Frequent Updates and Posts
Why is it that some businesses are posting fast and furiously and others are crawling far behind? Chances are that the businesses posting more frequently had to justify to management the importance of maintaining an active presence.
As we discussed in #5, autoposting does not offer a suitable alternative to real-live human beings who can respond to comments and post breaking news updates.
A tool such as How often do you tweet could shed some insight:
Does this look like you?
Is this your competitor? Eye-opening, isn’t it?
Monitor your social media engagement compared with your competitors’. Share the results with management to help justify a request to dedicate more time and resources to the company’s social media efforts.