Getting Your Social Media Posts Right
Pre-Covid19, there were more than 3.5 billion social media users throughout the world (just under half of the planet’s entire population), each using social media for an average of 142 minutes a day.
The current pandemic has seen those figures skyrocket, and, with most people abiding by the #StayatHome message, communicating through social media has become the norm even for the Boomers and their parents!
Our tips for using social media for your business have never been more pertinent, but they don’t just apply to lockdown. If you adopt these measures now, they will help you to engage with a growing audience and reap long term results for your organisation.
There are some mind boggling social media business statistics available and here are just a few:
A staggering £69 billion was spent on social network advertising in 2019.
People aged 55-64 are twice as likely to engage with branded content than those aged 28 or younger.
Brilliantly, 78% of people who complain to a brand via Twitter expect a response within an hour.
78% of people watch online videos every week, 55% watch every day and 51% of all Internet users watch vlogs.
On WordPress alone, 70 million blog posts are published every month and 89% of B2B marketers use content as part of their marketing strategy.
What are you going to say?
Before you start posting on social media, you should take time to do some research that will enable you to create a social media strategy. Look at what your competitors are doing, which posts get the most engagement, what the key dates are for your business, and what you expect to achieve as an ROI for your social media investment. Social ROI isn’t just about increased sales; don’t underestimate the value brand positioning, stakeholder communications and customer engagement.
Critically, the Covid-19 pandemic has changed the way we need to communicate. People will want to see kindness, empathy and resilience in your communications. Talk about how your business is helping others, what you are doing to keep your staff, suppliers and customers safe, and what you have in place to help navigate the pandemic.
When you’re writing your social media strategy, make sure it’s aligned with your wider sales and marketing strategies as well as supporting other company departments such as HR and customer service. Look at opportunities to promote your policies and company ethos by talking about things like sustainability and recognition schemes. One size fits all doesn’t work with social media, your audience will vary from platform to platform, so your messaging should too.
Help point: Take a look at our guide on the optimum times for posting on social media
Who are you saying it to?
It’s all about quality over quantity. It’s pointless having thousands of followers if none of them have a genuine interest in your company or your products. Far better to have a smaller audience, who will engage with you. If you have a wide range of products the demographics of your audience may be equally broad, and you may even need micro-strategies for each audience or product set. Research, review and audit the numbers on a monthly basis to keep your tone and messaging pitched at the right level, and never be afraid to change things! Be adventurous, but measure success (or failure) and act upon it.
Tip: Use Facebook, Instagram and LinkedIn demographic tools to shape and build your ideal audiences. You can split test posts to see where you get the best engagement.
Where are you saying it?
Don’t feel you have to ‘be’ on every available social media platform. You will be wasting your time and devaluing your strategy if you do. Look at your target audience and find out where they are. Picture social media as a real marketplace, who will be where? Review the demographics of your prime audience and find out where they hang out. Are they posting videos on TikTok or chatting with their friends on Facebook? If you’re a B2B organisation, you may want to funnel your resources into LinkedIn and just have a small presence on Facebook or Instagram. If you’re a B2C company and your customers are posting questions or comments on your Twitter, Facebook or Instagram, make sure you have the resources to answer quickly, as complaints can quickly escalate when people feel they are being ignored.
Tip: always take negative comments or complaints offline. Post a professional reply and say you have sent a private message or ask them to contact you to discuss their grievance in person.
When are you saying it?
Timing is important when it comes to posting if you want to maximise engagement. Read our blog dedicated to the subject here. The timing of your messaging is important from a point of relevance too. If it’s old news, leave it alone, but if there’s an online debate going on in your field of expertise it’s a great opportunity to showcase your knowledge and skills.
How are you going to say it?
Don’t lose your brand voice when you are posting on social media, and if you have one person who is assigned to manage social media, it shouldn’t be their voice. The tone of your messaging should be the same as if you were dealing with a customer face to face. If that would normally be professional and serious, then that should continue, so don’t let your budding comedians loose on your Facebook page. Keep a close eye on grammar and spelling, because mistakes demonstrate a lack of attention to detail and nobody wants to convey that to potential clients.
Our last few tips for successful social media marketing are:
- Be inspiring and get your audience on board with positive and interesting posts
- Use video – 72% of people are more likely to engage with a video post
- Take complaints or arguments offline immediately. Nothing says unprofessional as starkly as engaging in an online rant
- Don’t post for the sake of posting, wait until you have something to shout about or your audience will want to read
- Use video, images or graphics. Recycle your website videos or create more. Share real-time updates with images at events or during the workday
- Make it personal. Show that your company is your people. Talk about charity events, staff recognition, award wins. Let your customers connect with your organisation on a more personal level and encourage trust.
- Don’t forget your call to action. Make it easy for people to get in touch with a link or telephone number or direct them to your website. You don’t have to be pushy but take away the hard work of taking the next step.
TWI creates successful marketing campaigns for our clients. We thrive on coming up with creative ideas, so if you’d rather our amazing creative team does the hard work while you simply reap the rewards, then please get in touch with us at firstname.lastname@example.org or call 01473 326907 for a commitment free, informal chat.