This post isn’t another “Social Media is the Silver Bullet” article, oh no. I think we all now appreciate the cost effective returns available to those that invest in the right strategies. We want to focus in on the ‘how’.
But how do you get social media ‘right’? What is the magic formula to make sure your campaigns are successful? Well, we’re sorry to say that there is no magic formula as such – but there are some things you can do to make sure your campaigns perform at their best, every time.
Have A Goal In Mind
What do you want to achieve? Sales, awareness, advocacy…
A campaign is different from your normal everyday content activities on social media – it’s a set of activities with a very defined purpose, driving towards one particular goal. That goal might be to get more followers, to encourage people to sign up for an event or to sell more of one particular product.
Whatever your goal is, make sure it’s well defined and measurable. Once you know this, you will be able to build a plan to achieve it, and make sure everything you do points back to this goal.
This is the most essential component to any social media campaign’s success, so it’s important you put some time aside to create your plan and truly live by your goals. If you’re not sure how to put a social media plan together, then check out our blog all about planning.
Know Your Channels
Too many businesses will just throw together accounts for every social media account and start posting as though their lives depended on it, without any real background work.
Yes, there are a lot of social media platforms out there, but that doesn’t mean you have to be present on all of them. Do some research and get to know your customers and which social channels they hang out on.
Do they use Facebook, Snapchat or Instagram… and at what times… and to do what!? Let your social media campaigns be guided by what platforms and channels your customers are using and you’ll see more success. This knowledge will also help you design your content to be more effective, since every platform has its own preferences, styles and conventions to follow.
That leads quite nicely into our next point, which is…
Don’t Just Copy And Paste
A cardinal sin in the social media world is to copy and paste one post into all of your social media channels. This is called cross-posting, and while in some cases it can be useful, in most it just doesn’t work. Fact.
Almost all platforms will have their own specific features that make this difficult – for example Twitter lets you @ people and use # to categorise your posts, so if your followers see a Facebook post using the same hashtags, it is likely they will know you’ve just cross-posted it.
This also affects the language you use in posts – on Twitter you would ask people to favourite and retweet, while on Facebook you would encourage people to like, comment and share.
Mixing up these terms used on a platform is a big turn off for users, and can lead to them thinking your brand is just plain lazy.
Finally, each social media platform has a different base of users:
- Facebook tends to attract people who are 18-64
- Snapchat captures the 13-25 market
- Twitter corners the female 25-35 demographic
- Instagram is more popular with 13-29-year olds of both genders
- LinkedIn is split down the middle with 50% male and 50% female users between 30 and 49
These differences mean you need to create messages that appeal to those specific groups of people – 1 post just won’t cut it for all of them. The core message can be the same, but the language, tone and hooks you use need to be different for each.
Once you’ve selected your social channels, get to know their true abilities. For example, check out Facebook’s new 3D photo filter, or closed groups offering. New features are being added almost daily to maintain relevance to their markets.
Monitor Your Performance
Once you’ve planned your campaign, created all your posts and you’re getting into the swing of things, you need to keep an eye on your progress. This is by far the most common area that business owners fail in, and we see it happen time and time again.
After all, how are you supposed to know if your social media campaigns are working or not? Because it’s digital, social media is one of the most measurable types of marketing you can get! All you need is the right monitoring and social listening tools.
Social listening allows you to track, analyse and respond to conversations about your brand and your industry online.
It helps you stay ahead of the curve, keep your audience engaged and see the impact your campaign is having.
For example, you might want to know when someone mentions your brand (whether they tag you or not), tweets using hashtags relevant to you, or mentions your competitors.
Social listening tools can help you track all of that and more, and you can use that information to improve. A few of our favourite social monitoring tools include:
Social media isn’t the place to be timid and reserved. There is a lot of noise going on out there, and if you want to stand out from the crowd, you’ve got to be willing to be different.
Whether that’s in the colours you choose, the content you post or the tone you use to do it, give your followers something unique and exciting to follow.
Don’t be afraid of doing something different or making a big splash on social media — being bold gives you a voice, attracts visionaries to your business and excites your followers. There has never been a better time to make your voice heard online, so make the most of it.
At Orbital Media, we work with business owners to create tailored social media plans for their brand, and put them in action too.