The chances are that parts of your business social media strategy have gone a bit stale… Here are five ways to detox your business’s social media strategy for a leaner, more efficient, and successful online presence.
Reexamine your objectives
Having a social media presence isn’t a requisite, so if you have one you should know what benefits you want to get out of it. You should regularly reexamine what these benefits are, taking account of industry changes to plan future strategies.
Of all advice we can give, taking account of timezones is perhaps the most valuable.
An important element of this is creating a clear set of objectives or goals. These goals should be achievable, specific, and measurable, allowing you to keep track of your performance, and implement changes accordingly.
Set goals in relation to the following:
- Your audience size
- The relevancy of your audience i.e. the specificity of their collective ‘interests’
- Increased impressions generated by posts (individually and as a whole)
- Increased audience engagement
- Decreased ‘unfollows’
All of these factors can be easily measured and compared with data analytics tools.
The time of day (or night) that you post to social media accounts has a massive impact on how many people will be reached, and how valuable these impressions will be.
Of all advice we can give, taking account of timezones is perhaps the most valuable. For example, if your business trades internationally, you should employ a strategy which reflects this. (You can use Google Analytics to identify where your audience is).
Much research has be published over the last year describing the best and worst local times to post on various platforms, with certain findings appearing time and time again, for example:
Facebook: It is best to post on Saturdays and Sundays between 12p.m. and 1p.m., and on weekdays between 1p.m. and 4p.m. The later in the work week, the better.
Twitter: 12pm to 3pm are very active times for Twitter users during the week, but all weekdays experience a surge in activity at around 5pm (when many people are commuting). For most industries the weekend is much quieter on Twitter, with little consensus about the most effective tweeting times.
The best times to post on networks such as LinkedIn, Pinterest, Instagram, and so forth are less clear, and we suggest a process of trial and error to work out the most effective for your particular business.
Narrow in on a few strong brand messages, and find clear and engaging ways to share these.
Placing more emphasis on these times will help to declutter your social media, as well as, encourage maximum impressions, engagements, and performance against your goals.
Specific brand messages
Trying to be everything to everyone will almost inevitably lead to a jumbled and vague social media presence. It’s tempting to jump up and down shouting ‘look how much we have to offer’, but this actually dilutes your brand messages.
We advise taking a more focused approach by narrowing in on a few strong brand messages, and finding clear and engaging ways to share these across your social media channels. Unique hashtags can be a convenient way of boosting the impact of these brand messages, especially when trying to encourage audience engagement.
Plan for brand continuity
Creating a distinctive and cohesive brand presence across all your social media networks not only strengthens the impact of your efforts, but makes implementation of your strategy a lot more straightforward.
The main elements to consider include tone of language, style of visual content, frequency of engagement, and logical cross-platform campaigns.
The tricky part of this is maintaining continuity, while still taking account of the differing styles of interaction favoured by followers on each individual network. Some companies have developed great skill in this regard. Have a look at all of Google's social channels. The brand demonstrates a near seamless presence across its social media platforms, with distinctive visual style, consistent tone, and parity of engagement.
Humanise your presence
You should always remember that there is a great difference between traditional marketing and digital / content marketing: the former talks at people, whilst the latter talks with them.
Being more ‘human’ in your social media presence is a great way to detox your strategy and brings with it a number of benefits.
- It helps encourage emotional connections, which go beyond the traditional business / customer relationship.
- It instills trust, making a customer feel as though they are dealing with a human being, rather than a faceless corporation.
- It makes your business approachable, which will encourage more engagements and a larger audience.
- It aids natural and honest flow of engagement.
There are countless examples of this happening everyday that don’t make the headlines of marketing journals. Here are some that use humour, fun, and a genuine approachability to humanise their social media presence.
Eoin O'Hara is a business developer and lead copywriter at Startacus.net.