I’d like to believe that most companies who are utilizing social media networks to connect with target audiences are “keepin’ it real” but I think I’m probably being too idealistic. For those that aren’t “keepin’ it real,” your brand will probably suffer in the long run.
Building social media communities doesn’t happen overnight. It takes a village. Okay, maybe not a village but dedication and patience. I think one of the biggest things businesses don’t realize when it comes to social media is it takes manpower to run successful pages. That doesn’t mean you necessarily need to go out and hire an entire new team dedicated to social networking (although a girl can dream!), but you can utilize your current employees who may have social media knowledge to earn the trust of your audience and nurture relationships. Businesses often overlook their most important audience: employees. Employees are a resource all businesses should be using to keep their brand real and keep the relationship with customers just as real.
If your social networks seem stale, Pam Moore shares 50 Ways to Energize Your Social Media Community & Audiences. I know I’ll be trying out some new tactics to inspire my community with more valuable and relevant content, among other things. Out of Moore’s 50 tips, which do you find the most useful? Or is there one you never thought of and would be most likely to try?
Besides providing relevant content of your own, remember, it’s not about self-promotion. In fact, it should be less about self-promotion and more about sharing good content. Look for content that interests you and share it! Chances are if you find it valuable so will your audience.
One other thing, I often forget, is it’s okay to repeat. If something is working with your audience don’t be afraid to do it again or re-share it again. I do find it interesting that Guy Kawasaki, Apple’s former chief evangelist, quadruples his tweets, sending out the same tweet four times, in 8-hour increments. I never thought about doing this because I don’t want to bog down the feeds of followers. But as I learned with Twitter feeds, information is so fast moving, the chances of a user seeing that same tweet all four times is slim. Whereas by tweeting it four times, you broaden your audience. Genius!
While your social media marketing strategy should be content driven, it can be hard to constantly generate quality content. This is where planning can really take your social media marketing to the next level. Just like with any content strategy, and editorial calendar is key. Timing and relevance again will help take your posts to the next level. Does your business/employer have an editorial calendar for social media posts? If so, how many people are involved with determining the appropriate content?
Another thing to keep in mind, when it comes to generating quality content, is being useful. There is no point in “shouting” posts, but if you can provide information that peaks people’s interests or that they will want to share with their community, you’ve succeeded. When putting together a social media strategy and editorial calendar, remember “inform more than promote.”