You have your business or nonprofit social media profiles set up. Your media library includes compelling photos, and you have planned messaging that demonstrates your brand’s values and mission. What is next to jumpstart your social media and begin reaching your customers online?
Hit the Ground Running in Three Steps
Many companies and organizations set up social media profiles with the hope they will reach customers quickly and efficiently. However, without the proper groundwork, your social media profiles could flounder before you even get started. The following are three tips to jumpstart your company’s social media presence.
Develop a Digital Marketing Strategy
Too many companies skip the first step, but it is most important. You will need to articulate your business goals and determine strategies for reaching those goals. Common goals include building brand recognition, increasing brand awareness, demonstrating thought leadership, or driving traffic to your website.
Next, learn best practices for each platform, determining how to optimize posts for a specific channel. Best practices change often as social media platforms update algorithms, so encourage your marketing communications team to participate in learning throughout the year.
Define Your Audience and Which Platforms They Use
Are you meeting customers on the social media channels they use most? A little market research can go a long way. Check with industry associations and ask your customers where they spend their time online. You can run a survey through many marketing automation tools or SurveyMonkey.
Oberlo has an informative blog with up-to-date social media trends for 2021. Social media trend highlights include the following:
- Over 3.5 billion people worldwide use social media.
- Facebook is the most popular platform.
- Users spend an average of three hours per day on social media.
- Over 50 percent of users check social media when researching a product or service.
- More than 70 percent will recommend a brand to a friend or family member after a positive online interaction.
Instagram, which is owned by Facebook, is the second-leading social media platform. If you do not have an Instagram business profile, you will want to add that to your portfolio. Use Twitter for conversations with customers and LinkedIn to recruit and retain the right staff for your company. Share informative articles that relate to your brand.
After planning your channels including profile and banner photos, up-to-date contact information, and a consistent, concise overview of your brand, you can start planning your content calendar. Posting once per week is more effective than sporadically sharing messages. Questions to get you started include the following:
- How often will you post?
- How much time will your marketing communications lead spend interacting with customers?
- What percentage of your marketing budget will you spend online vs. more traditional print advertising and billboards?
These are important questions to answer before launching your profiles.
Run a Contest and Identify Influencers for User-Generated Content
You will want to share original content, but another way to generate messaging is to run a contest for your followers to collect user-generated content (UGC). UGC can be anything — text, photos, videos, reviews, and more. Most companies run contests on Instagram, with influencers who create and share posts featuring your brand, exposing your products and services to their followers.
UGC is trusted more than content created by your brand. According to Hootsuite, consumers are 2.4 times as likely to view user-generated content as authentic compared to content created by brands, giving your company a credibility boost.
This is not an exhaustive list, but these steps will electrify your presence on social media.