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Sometimes, it’s strange to think there was a time when social media wasn’t part of any growing business’s marketing plan. We remember a time when potential clients, old school ad agencies, and some business owners calling social media a “fad”. Well, it’s not. And we all know it’s not going anywhere. Even the reluctant businesses at first, caved and started developing social media strategies. From which social platforms to focus on to developing a successful strategy, many businesses still struggle with best practices when using social media to not only engage with their audiences, but promote and grow their business and brand.
Here are our 4 MAJOR tips for best social media practices:
1. Avoid syndicated content.
There are many third party applications you can use that will allow you to write one message and have it post on multiple social media outlets. Although that does save time, you risk losing the sincerity behind the message, and the possibility of losing followers. One of the biggest mistakes we see businesses do is connecting their Facebook Page to their Twitter feed. There are many users on Twitter that do not have a Facebook account. Many of those users don’t click on the Facebook links in the tweets automatically created by Facebook, therefore creating significant decrease in engagement on Twitter.
2. Provide value and expertise
One of the biggest things a business can do is provide valuable content. While adding posts that reflect your personality is fun, you have to create content that is beneficial to your followers. Share your expertise. When creating the content, be careful not to shamelessly promote consistently. Fortunately, the social media community has little tolerance for self-promoters who view it as a means to free advertising. If you’re not receiving any engagement, look at the content you are providing.
3. Be engaging to get engagement.
You can build it, but they will not come. If you want to get engagement from your following, sometimes you have to be the one instigating it. From asking followers to weigh in on topics to creating content that tugs at the emotions of people, you have multiple options for your business to create engaging content. If your content can get someone to react, you have a higher probability of getting your post like, commented on, or shared. By avoiding syndicated content, you need to make sure your content is distributed appropriately for that platform. For example, uploading an image to a tweet generates higher impressions and engagement rates.
4. Live in the moment.
We see a lot of businesses that go in to their platforms to just schedule out their content and be sign out. Although creating content ahead of time helps keep you aligned with your strategy and goals, solely relying on just scheduled content will not get you the results you want. People expect to be responded to on Facebook in less than 24 hours before going elsewhere. It’s even less for Twitter. Be sure you are checking in to your accounts, engaging with your followers, partaking in conversations, and monitoring your fans daily. Unfortunately, social media is not a 9 to 5 operation.
Although we can continue to add valuable tips and best practices on social media for days on end, adding these four best practices to your social media marketing strategy will help increase engagement and help grow your brand and business.