What are some ways that you’re growing your social media presence? Hopefully, your first answer isn’t to follow more people.
I want you to stop right there. Before you go crazy and start clicking the follow button on every single suggestion and then following your followers following, put on the brakes.
You don’t want to be known as that crazy person just following everyone. Do you even know who those people are?
Your social media presence is extremely important. You don’t want to throw it down the drain by not effectively engaging with the right audience. The overall goal should be to develop a rich and meaningful presence.
It is hard to find someone that isn’t actively engaging on social media. Now has never been a better time to grow your social media presence.
Don’t think social media is something your company should participate in? Here is a great quote from Laura Fitton, an inbound marketing evangelist, “Everyone starts out with nobody listening to them and nobody to listen to. How and who you add determines what Twitter will become for you.”
It’s about growing your audience and presence.
Growing Your Social Media Presence
Sharing Remarkable Content
Many people tell you to be consistent, interesting, and realistic but it doesn’t just start there. No one is going to engage with you if you aren’t sharing and creating remarkable content.
What’s your view of remarkable content? “Remarkable” is a term that has been used by many companies for the past few years, but what does that really mean? Go directly to the source, Seth Godin. “Remarkable doesn’t mean remarkable to you. It means remarkable to me. Am I going to make a remark about it? If not, then you’re average, and average is for losers.”
Are you creating content your audience will want to share? If not you should be. You shouldn’t be creating content because you think the idea is awesome. Content should be in line with the needs and interests of your buyer personas.
Once you’ve created that remarkable content don’t forget to share it by providing social sharing buttons and posting your last blog articles on the social media platforms you’re actively engaging on.
Build Relationships with Thought Leaders & Evangelists
You might be thinking, I’ve been creating remarkable content that’s targeted to your buyer personas, but for some reason you’re unable to expand the reach of your content.
Don’t fear fellow inbound marketers. There is always a way.
Do you know who your industries thought leaders and evangelists are? If not, this is a good place to start.
Grab a pencil and sheet of paper. Login to Twitter and preform a basic search of industry keywords. Before you start searching, identify a variety of keywords you would want to search for. Here’s a search I preformed for inbound marketing.
Look through the list. I refined the search by selecting people in the upper left corner, which will show me companies and influential people that I should be following.
Another great tool you can utilize is Wefollow, a directory of prominent people organized by interests. The site brings together people from Facebook, Twitter, Instagram and Linkedin.
Wefollow is a great site to search for influential people based on an interest. Next to each person, there’s a score somewhere between 0 and 100 ranking those individuals by their prominence. Are you interested in following those people?
If so, all you have to do is click that persons name. Where you’ll be brought to another page. All you will have to do is then click follow. Not sure if you should follow a particular person, just click on the Twitter logo and you’ll be brought to that persons profile on Twitter. Do a little research from there.
One thing that I like about Wefollow is that they provide other suggestions similar to your search.
Once you’ve developed a list of thought leaders start to develop relationships with them. Share their content and hopefully in the near future they will start to share your content.
Keep Brand Image Consistent
Your brand is your brand. What do people recognize about you? Is it your blue IM, your orange sprocket, the tone of your posts?
Those are all key characteristics that make your brand recognizable to your audience. But, is your image consistent across all social media platforms? Consistency is key for a number of reasons. Being consistent in the type of content you’re producing and posting at the same times for each social network. Your audience should know what to expect.
It’s also important to stay active, be original and to choose a voice. No matter what social network you’re using keep your brand image the same.
Know When to Post
Is your posting schedule sporadic? One day you’re posting every hour and then the next day you only post once. Unfortunately, that isn’t going to positively impact your presence on social media.
It’s important to note that your social media publishing schedule is not going to be the same for every social platform. You are going to find that you’re presence on Twitter is going to need more attention and engagement rather than Facebook for example.
I’m not saying that one platform is better than the other. It all depends on the volume of content that is being shared there. On Twitter, if you aren’t regularly updating your content it’s going to get lost in all of the clutter and other posts. Whereas updating your Facebook profile is more effective when it’s one to three times per day.
Before you start posting your updates at random times through out the day, you might want to take into account when your audience is on those social networks and which times generate the most engagement.
- Facebook: The timing of Facebook posts get the most engagement Monday through Thursday between the hours of 10AM and 4PM.
- Twitter: The timing of tweets on Twitter get the most engagement Monday through Thursday between the hours of 1PM and 3PM.
- LinkedIn: Engagement will be a little different on LinkedIn because you’re trying to grab the attention of company executives. The most effective times for posting are before and after business hours between 7AM and 9AM and then around 5PM and 6PM from Tuesday to Thursday.
Participate in Twitter Chats
Not sure what I’m talking about? Here are a few examples, HubSpot’s #SciChat, Likeable Media’s #LikeableChat, and Content Marketing Institute’s #CMWorld.
This is a great way to get your name out there. Not only can you participate in another brands Twitter chat but you can also create your own.
There is no better way to have an organized conversation between a business and it’s audience on Twitter. The best part they’re free and really easy to set up. All you need is a Twitter handle and a dedicated #hashtag. Pick something that is easy to remember and short. You don’t want it to take up a significant portion of characters. The only thing that’s left is picking a day and time.
Understanding of Each Social Platform
Do you know how to post content on these platforms? You might be thinking, “Yes, it’s a no brainer!” Here is a must read before you schedule your next post. Each platform is different and here are some best practices to help grow your presence.
— IMPACT Branding (@Impactbnd) October 23, 2013
Your goal is to increase engagement amongst your audience. Here are some tips to help you increase your engagement.
Whenever possible consider adding an image to your tweet. It will help increase the engagement for that post. And, who doesn’t want more favorites and retweets?
When you’re crafting your post, remember to keep them short and sweet. You don’t need to use all 140 characters. The shorter the better. Every post should also have a link. Whether it’s to an article or offer on your site. But you might be wondering where the best place is? It might not be where you think. Don’t wait till the end. Capture their attention right off the bat. Place the link about a quarter of the way in.
Also, don’t go #hashtag crazy. Use a maximum of three per post. Don’t make every word a hashtag.
Unlike Twitter, there is no limit to the number of characters, but that doesn’t mean you should write nonsense for 300+ characters. Your copy should provide value, making your audience want to read and share your content.
Don’t just paste the entire link into the text box. Utilize a link shortener, like Bitly.
Another piece of element you’ll want to remember is to “highlight” horizontal photos. Which will allow your audience to see the entire image while they’re scrolling through your profile.