You are possibly reading this post because you have just opened your business or launched your personal brand and you know that you need to have a profile on social networks . The social and business imperative of "having to be" on Twitter, Facebook, Instagram, etc... These networks, each with their idiosyncrasies, facilitate the connections that will drive your company and are a key part of the social media strategy marketing . That is why you must be very clear about what these channels can offer you and what you can communicate through them.
Before starting to list each point, keep in mind that the beginnings are not easy. Hundreds of followers are not added nor does the content go viral from one day to the next. Forming an online community requires work and a lot of perseverance, so it is better to set viable short-medium term goals.
Think carefully about the name and the user by which you want to appear on social networks. The most logical thing is that it corresponds to that of the company so that users can find it more easily. Make it easy to remember and not excessively long, for example on Twitter, each tweet is limited to 140 characters. If the username is too long, it will subtract characters and it will be more difficult to take advantage of the space of each tweet to generate conversations with followers.
Include a detailed description about your business in the bio, as well as a link to the web. On some networks like Facebook, you can also add basic contact information, opening hours, etc. It is important that users can "know everything about you" in a transparent and clear way.
Work on a good design for the profile and cover photo , choose images that are in line with the aesthetics of your business. And here, the size does matter, keep in mind that the measurements for the cover photo of Twitter or YouTube are not the same.
As advice: optimizing your profile is also deciding where you are going to be present. It is not necessary to be in ALL social networks. Perhaps your brand does not generate so much visual content as to need to be on Instagram, nothing happens, it is better to optimize and manage only two profiles well, than to have many and not know how to take advantage of them. You must be, where you know your customers are, which brings us to the next point.
When a profile is new, users will not go to it, you have to go out and look for them. That is why it is important to previously define what type of followers are of interest , since they can become potential customers.
Follow and share content related to your sector, detect influencers in your field, specialized media and blogs that allow you to share interesting and relevant content for your community... The idea is to create a dynamic and enriching dissemination space. That users go to it to find out about your brand but at the same time they stay because they like the type of content you generate. Little by little, a chain of followers will be created .
This information should be part of the social media marketing section of the company's marketing and/or communication plan, it should not be followed "crazy" waiting for the followback.
Once you have decided which networks you are going to work on, you have to get the most out of them. For that you have to study them well and know what tools are linked to them. For example, let's talk about Twitter:
- It is characterized by its microblogging format and for being the most dynamic social network. It is the fastest when it comes to generating content and contacting other users.
- Its main feature, which other RRSS have already copied, are the hashtags. The best allies to gather information on a topic, it doesn't matter if a user doesn't follow you, through them they can reach you. Know and segment the hashtags related to your sector , create your own (if you organize a conference it is a way for both attendees and non-attendees to follow it live) and join the global trends, the trending topics (TT). Important: d*o not abuse them, do not use more than two hashtags per tweet*.
- Use the tools, there are many types. TweetDeck or Hootsuite allow you to view the general timeline, segmented by lists, and to know what topics the accounts you follow are dealing with.
- Each place has its own characteristics, potential to create particular content. Do not generate the same for all.
It seems very obvious, but many times brands make the mistake of dedicating themselves to launching content without “talking” to users. Look them up, answer all their questions, but at the same time join conversations that you think they can contribute. Don't be afraid to interact if you know how to do it . In addition, if within the communication plan it has been decided that the editorial line be more relaxed, not so serious, this makes it possible to share many daily moments of the company, anecdotes that people like and generate empathy.
An idea? Now Facebook gives the opportunity to give different types of "Like", ask them to answer a question using the different options. You will know their opinions and it will help you measure the impact of the publications.
From Ogilvy they recommend using the 70/30 rule , 70% of your content should be focused on topics of interest to your users and 30% on your brand. A content calendar will help you visualize this and choose what you are going to talk about. Why is a content plan vital for social media marketing?
- It teaches us what content has an impact
- It allows you to decide the frequency of publication, and this makes life easier for all of us. Our community manager can schedule in advance and the followers know when or at what time to check our profile.
A trick? Include in the content calendar important national or international days, holidays and get ahead of them, creating specific content for those dates. Giving it a more fun touch, you can do as in Sprout Social where they have marked on their annual calendar such important dates as the national brownie day or the piña colada day 😉
As mentioned at the beginning, creating a group around our brand is patient work, which requires time and the ability to filter what we want and how we want it. It is one more point of the social media marketing strategy that we must have in place if we want to grow as a brand. Social networks are one more channel to generate engagement , forge a lasting relationship between brand and follower /customer, therefore do not neglect them, put a professional at the controls and enjoy the experience of online communication and the advantages that it can report you.