It's time we break down the wall between businesses and their Social Media.
The Science of Social Media
Social Media is a difficult thing to master. More and more often companies are taking to Social Media in the hope to triumph over Twitter, have finesse on Facebook, and grasp Google+. As vast numbers race to their keyboards, a huge percentage are falling at the first, second, and third hurdles.
Social Media is far more difficult to master than people think. It requires some finesse and that finesse requires some thought.
Through this post we shall look at which channel is best for which kind of content, content posting strategies, and ultimately how to master Social Media. These are beginner lessons in Social Media for businesses.
Which Social Media platforms should I use for each kind of post?
When thinking about how to interact with clients on Social Media, it is important to recognise that there countless different kinds of social platform, and no two have the same posting strategy attached to them.
Content is king in the world of social strategy. If you have good content, if you have a plan and a vision for the content you are creating as a company, then Social Media is far easier. Having no over all content vision will cause all kinds of problems from the offset.
There are essentially three types of posts on Social Media. There are three ways of making yourself an authority in your given area.
- Original posts - posts designed by you about your company or product.
- Curated post - posts written by other people that you think could be relevant for your company.
- Retweets and reposts.
Marketers have, since the birth of Social Media marketing debated the precise ratios of each on of those posts. The truth is it does not matter so long as you know what you are posting and so long as it helps build a community around your product.
All three of these posts can go on any social platform, however, each and every social platform has its own tone of voice that needs mastering. Each and every Social Media platform needs its own set of guidelines. Each and every Social Media platform has its own set of rules and guidelines.
Tone of Voice across social platforms varies massively. For instance, Facebook is the most casual out of all the Social Media sites. Depending on your business it may not be the most profitable social platform for you as it gets shared amongst friends of friends and not necessarily your target audience. This can be great for companies selling T-Shirts. It can be terrible for Engineers or Pharmaceutical companies. This being said, it is not a Social platform to be easily overlooked. It is the most influential website in the world. Arguably, even more so than Google.
Twitter, on the other hand, is more formal but through necessity rather than through choice. With each and every post limited to 140 characters it is not easy to express an opinion beyond "X is good, Y is bad". This produces a focused environment to allow for Tweets to penetrate directly to the heart of a point. When used correctly this can be incredibly focused.
LinkedIn is a fantastic tool for finding B2B business. This will not change for a while. It is a strong and solid staple to the Social Media diet.
Over the past six months there has been a jump between Google+ and Instagram. As mentioned in the Timeline, Google are planning to dissect Google+ and harvest it for parts. This makes producing a long term marketing plan for Google+ irrelevant. It makes far more sense to focus on those platforms that are growing, rather than those that are losing their presence.
What this makes Instagram is an incredibly powerful tool for sharing direct images. Instagram is a fantastic tool for displaying portfolios. Instagram is an amazing tool for sharing your business with the world. It is perfect for every industry whether creative or industrial, health and fitness or FMCG. Instagram allows you to share your product (whatever it may be) with the world.
These are, what we refer to as, the top line of social sites within the digitak world. Next to these are the next level. On this level are Pinterest, Tumblr, and other such content curation websites. Where these are good to have, they are not essential...yet...
How To Create A Posting Strategy
Creating posting strategies is easier than is often perceived. Yes, creating posts and finding things to talk about can be hard, but it can also be mastered relatively easily. For this we have taken some generic rules before noting more details for specific industries that may help. First thing first, let us start with a few general rules.
- Spamming on Facebook can be easily done due to regularly static home pages. This means that Facebook should not be posted to more than twice a day. Ideally once a day, no more than twice.
- Each Tweet (on Twitter) has a half-life of 8 minutes meaning the average Tweet lasts no longer than 15 minutes (it's a strange calculation with half-life). In order to make an definitive impact, companies should post no less than 7 times a day. The true recommendation is 23 times, but that can be difficult to do. 23 times would ensure coverage, but 7 is also good.
- LinkedIn should be updated once per day. This doesn't really change.
- Due to its format Instagram should be updated whenever you have something worth posting about.
Industry Focused Approaches to Social Media
Gyms are a fantastic industry when it comes to Social Media. Yes, there are a lot of fitness "experts" out there who post link-bait all day everyday, however, this just means that it is even easier for gyms to stand out. They can utilise Instagram and take advantage of the health hashtags. On top of that they can post advice to Twitter and Facebook.
The trick to using Social Media as a tool for gyms is by using it as a form of substantiation. It is a way of telling the perfect market how to improve themselves with diet, fitness, training schemes (etc.) - the list goes on and on.
Hotels are often ignored on Social Media because it is debated as to the effect a luxury hotel can have on social platforms. They can post images of rooms, and ideas for holidays, ideas for treats and tips. There is a whole world of content available to hotels who want to make a difference and thus reach a whole new area of the market.
The Manufacturing industry can also benefit from mixing on Social Media, however the tactic changes ever so slightly. Use Social Media to inform people about the tools used in the manufacturing of goods. Advertise green energy and other such subjects. Substantiate the manufacturing process.
No matter the industry there is a Social Media strategy to match. Social Media strategies all come from one question: What does our audience want to know?
Social Faux Pas
Of course, it is easy for Social Media to go wrong and cause a massive sir. It is also possible to post things which are so unbearably cliché that it will not help the business (and can actively be detrimental to the business goals). Here are a list of some things to avoid.
- DO NOT keep varying your tone of voice. Keep it constant and keep it within your brand guidelines.
- DO NOT argue. It will only escalate and generate a lot of bad PR.
- DO NOT only schedule posts. Once in a while is fine, but it rapidly becomes dull.
- DO NOT over-market your own product. Once again people will get bored quickly.
- DO NOT forget basic grammar or spelling.
- DO NOT post unending pictures of cats or puppies. It is old.
Leaving aside those few rules Social Media is a great way of interacting with potential clients and the public.For more information on Social Media marketing or how to improve your own Social Media, please click on the button below and send us a message.