How to Max Out Your Social Media Strategy

By on December 9, 2016
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The benefits of having a powerful social media presence should be obvious to all by now. Social media engagement is no longer just a novelty approach, it has become an integral part of any marketing strategy. As creative marketers have shown, there are many different ways in which you can use this communication medium. But there are a few things you can do that are sure to maximize your social media strategy potential.

Create More Diverse Content

Social media platforms are, at their heart, communication tools. People use them primarily to share information. And that’s probably something you’ve already considered for your social media strategy. The way in which you deliver this information can have a great impact on how it is received. And each medium imposes some limitations on the information it provides.

With so much content on the internet, coming up with a new idea can be difficult. You can try to look at non-digital media, like print ads or TV, for inspiration. You can update your cable plan to something like the  Charter Spectrum or a different option that allows you to watch TV on any mobile device, so you don’t have to stay glued to the couch to watch TV. Going beyond the internet to look for ideas can provide you with some insight as to how to use these media in a novel way.

When it comes to choosing the format, text is obviously the first option. Facebook and Twitter thrive on this kind of medium. Text-based content is great for delivering a lot of detailed information. Images can complement a text, to provide the visual details text cannot. And finally, video, tends to have the best of both worlds, as it can encompass both images and text, but tends to be more difficult to make, and you usually can’t have too much of it, or customers are going to lose interest. Infographics are also becoming increasingly popular, especially when it comes to content curation and conversions.

There is no type of content that is guaranteed to work better than the other. To get the most out of your social media content strategy, it’s best if you create diverse content, to cover all of your bases and keep your audience entertained and constantly coming back for more.

Revamp Your Content for Each Platform

You don’t have to create new content for each social media platform you use. In fact, it’s a good idea to share the same content across multiple platforms. That way, you can bring clients from one place to the other, to raise brand awareness and bolster your online presence.

However, you cannot just re-post the exact same content everywhere, as readers will have no reason to move from one platform to the other. Instead, you should adapt content to play to each of the platform’s strengths. For example, Twitter favors short, catchy and quotable text. This can be the opening of a longer post you publish on Facebook, alongside an image, which can then link to aa series of pictures on Instagram. In the end, it’s still the same content, but it has been divided amongst your various social media account, for maximum visibility.

You can do the same thing with older posts. You can either update them to reflect a current reality, or just remind your customers of something that was posted in the past and is still relevant now or has become relevant again. That way, you can get more views for the same content that some might have missed.

Always Pay Attention to Your Customers

Even the best social media strategy can fail if you don’t pay close attention to your customers online, or if you don’t engage with them at every opportunity. Communication is an exchange, and just as you expect your customers to react to your content, they too expect you to respond to their questions, comments and complaints in a timely fashion.

A study showed that almost half of customers who complain online expect a business to reply within the hour. And 32% expect them to reply in just 30 minutes. Lack of proper customer support on social media can sour a relationship quickly.

Your customers should always be at the heart of your concerns. You should prioritize talking with them, even if it means slowing down your content output. Engaging with customers and getting a conversation going can actually provide you with invaluable user generated content that can max out any social media strategy in no time at all, with relatively little effort on your part.

Become Part of a Community

Community-building is one of the most important aspects of social media. Maxing out your social media strategy means becoming a part of the community, or communities of your customers. Once you become a constant presence in their daily life, you can benefit from user generated content, and a broader reach for your content.

To become a part of these communities, you have to pay close attention to what interests their members, even if it’s not directly related to what you do. Sharing popular content, and adding a twist that relates back to what your brand is one way you can do that. You can also try to emulate this material, but make sure you credit the original source whenever possible.

It’s also important to focus more on this relationship between you and your customer, rather than delivering only brand-related content. Brand awareness will come in time without having to force it if you focus more on creating a lasting bond with your customers.

Social media strategies should always place this exchange of information between customers and brands at the center. Keeping this in mind, you can easily max out your strategy, and get the most out of your online presence.

About Michelle Baker

Michelle M. Baker is a business growth consultant who's dedicated to helping startups and SMBs reach their aims. By seasoning her strategic methods with devotion, innovation policies and continuous networking, Michelle is rapidly seeing results. For more information, contact Michelle on Twitter @michelle_m_bake
  • Darren Thompson

    I received and email from Social Media Marketing University that defined this article as “one of the two CAN’T MISS articles about Social Media” and boy was I disappointed… I strongly recommend that they write something new that is not the same as everybody else – or people are not going to ready until the very end like I didn’t…

    Not to mention the fact that as soon as I opened the page it was blocked by a window asking me how I liked the article – are you kidding??? That’s like a restaurant asking me what I think of the quality of their toilet paper before I have even had a chance to look at their menu! )))

    Would it be so hard to use some kind of timer or wait until I have scrolled down at least half of the page to improve user experience enough for me to feel comfortable and provide content of higher quality that does not make me feel cheated of a few moments of my life I wont be getting back?

    I strongly suggest you look into this and get your sh*t together if you want to be taken seriously offering to educate others in the same field…

    *****
    UPDATE
    *****
    When you login through Facebook to save you registering, you will come to a another login page that appears to be facebook.com again and asking for your password; this is not Facebook, but a registration page where they have already taken your details from your Facebook account and the password you put here will be the password for your account on their site… Therefore if you think this is Facebook and add that password here, not only will your account on their system have the same password – but congratulations – you have just given a complete stranger the password to your Facebook account…

    Although this could be a newbie mistake, it could be construed as fishing and I strongly suggest it is addressed… Login in with Facebook is to avoid addition registration and so to provide a registration function during this process makes no sense, causes confusion and not a manner that professionals within the industry would do…

    **********
    UPDATE II
    **********
    Holy Cow!!! Not only did they take the email from Facebook themselves, they insist on sending you an email to verify it… If they think there is a problem with Facebook’s verification system, why don’t they just tell them instead of wasting everyone else’s time???

    I will be using this personal experience of what not to do and I certainly wont be enrolling on the course! )))

    Good luck…

  • Maddie

    I enjoyed this article, Michelle. I am currently a college student at Tulane University and am probably one of the few without an Instagram. I am in a social media class, ironically enough, and writing this blog for class. I find it hard to keep up with all of the forms of social media existing now, let alone the ones I am involved with. Facebook, Snapchat, and Linkedin are go tos, even though I do have a twitter that I used to use. I am a little more old school when I admit that I prefer connecting with people face to face rather than on a social media platform. That being said, I understand the importance of connecting online and having an online presence because of the changing times. I thought it was interesting that you said to “create more diverse content” and went on to discuss the limitations each platform has as well as using similar content but also having that diversity of information. This stood out to me because while most of my friends have an Instagram, it seems so similar to Facebook and even links their pictures to Facebook. It seems a little redundant in my opinion, but I can see how it could be used in addition to other platforms in a more beneficial way. I will continue to explore this topic and possibly get an Instagram in the near future, but wanted to thank you for your insight.

    Madeleine Mills, anticipated graduation May, 2018
    Freeman School of Business/Tulane University

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