The purpose of social media is to discover and share content you wouldn't find through normal means. That's its greatest strength, but the problem is harnessing this power for your own brand. Not everyone has access to a team or budget that the large brands have, but with a little bit of creativity and forward thinking, you can carve out a following and get people talking about your page. Here are some straightforward tips to help you get started.
Imagery Works Best
If you look at the most popular posts out there, you will see that nine times out of ten an image will be involved. It's easy to see why: Images are easy to digest, immediately accessible, and don't require effort on the part of the viewer. As a result, they have the highest chance of being shared across different networks so place a focus on having good imagery at the centre of all your posts. Also, if you do decide to post an image that isn't yours, it's good practice to reference the original source, or where you found it if that isn't possible.
If that doesn't convince you, research from Socialbakers
shows that photos are the most shared post types by brands on Facebook at 77% and made up 93% of the most shared brand posts across the site. The second closest is links at 9% which made up 3% of all shared content, proving that the type of content we consume has to be visual.
Keep Tweets Concise
It may not always be possible to keep your tweets short, but the reason for this is to allow everyone space to retweet your content. When someone retweets, they usually need space to fit in your Twitter handle, roughly 10 - 15 characters if you need to estimate, but also, you should allow space for users to write in their own comments and opinions. What it allows is the chance for people to engage with your content beyond just tweeting about it, so if it's positive, you want to allow people to express that.
The Importance Of Timing
There are numerous theories out there about the best times to post content and really, it's worth finding out where your audience is from so you can guess the best times to post. Normally logic would say that late morning/ early afternoon is a good time to post, but different pages have different audiences so it's up to you to experiment and find out what works.
This can be a case of trial and error as you figure out the best times to post. Also, some content will do better than others so when you're testing out times, ensure that the content you're posting is relatively similar so you have something to compare them with.
In the case of Twitter, there's definitely scope for tweeting the same content twice, provided there's a decent passage of time separating the two and you're not tweeting the same thing twice. The reason for this is you don't want to be spamming people with the same content and it looks bad if your feed has the same two or three tweets in a row.
A Snappy Heading Works Wonders
If content is what keeps people glued to your content, then a catchy heading is what will draw them in. Never underestimate the power of a snappy heading as it gives context and plays a significant part in getting people to read your content.
It's definitely worth taking a bit of time to decide what type of heading to lead with, especially if it's Twitter where you only have text to rely on. If you're struggling for inspiration, then it could be worth looking at other media sites to see how they get people clicking. We're not saying to go down the road of sensationalism, but a good heading makes all the difference.
Make It Relevant
Your posts might be relevant to you, why wouldn't you want people to know about your latest addition or offer, but how is it relevant to your followers? Sometimes we can be so keen to share or post something that we don't consider how our audience will react to it. Is it something that we know they will be interested in, or is it something that we just want to get out there. The same principal in advertising applies to social media, if you don't give people a reason to be interested in your content, then why would they interact with it in the first place?
That's why competitions are so effective in generating attention to your site and why so many pages rely on them. However, you should check up the rules for each site before you run one as Facebook and Twitter have their own guidelines about what you can and can't do.
Track Your Results
So you crafted a great heading, your image of two cats reenacting the fight scene from The Matrix was a hit with your followers (you wish that image existed, don't lie!) and you've harnessed a great deal of likes, shares and comments in the process. Now what?
For one, you should track how well your posts do over time. Certain posts will perform better than others but why? Was it because of imagery? Was it a topic that people really engaged with? Look at the context behind the engagement and see whether it ties into your overall goals. Are you looking to generate sales, page views or simply growing your fan base for a future aim?
If you don't tie it into your overall marketing strategy, then they're posts for the sake of posts. You can focus on building up likes and engagement through posts that may not directly relate to your business, but if you're only posting cat images and you have no way of tying it into what you're offering, then you're only digging yourself into a hole.
Ask For A RT/Share
This may sound counter-intuitive, especially since you want all of your content to be shared organically, but provided you don't go overboard with it, it can be incredibly helpful in getting your content out there. People are quite receptive, provided it's not something you do often, so if you're announcing a once-off topic like a job vacancy or deal, why not ask for people to share it?