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Tips for a Successful Social Media Strategy Summit Social Media Management
General Posting Guidelines:
1. Posts should include a recognizable visual. Most people will be attracted to, and remember, content that includes a visual. Even if you just do a simple post encouraging people to visit your website, include a visual such as your logo. 2. Posts should be informative but simple. Your audience wants to know what value your product or service can give them, but they do not want too much information that it becomes dry and overwhelming. If they get too much information, they will lose interest in the content. 3. Try and make posts somewhat personal. Your business social media page is a place for your audience to get a feel for who you are and what your business values. Let your company culture shine. 4. Have a well rounded group of posts for the week or month. This should include relevant industry news, original content (such as a blog, or infographic), some lifestyle pieces (these can even be something a little more unrelated like “Healthy Fall Recipes”), and share content from other pages or websites that you like. 5. Keep your Keywords consistent. For Health Discover Acupuncture, the keywords I used most were Acupuncture, Facial Acupuncture, Facial Rejuvenation (and I would also sometimes use #Seattle). Repetition of this will help you come up in search when people search these types of words. Using a hashtag of these is also useful to get your profile noticed as people search the tag. (Can be thought of as another type of search.)
What Content to Post:
1. Original content- this is content produced by you (your business). Original content can include blog posts, videos, infographics, articles written by you, your own photos (such as before and after photos, photos of employees of office events..), etc. It is important to include a mixture of original content on a regular basis. A evenly balanced mixture of substantive content such as a published article or an informative blog post, as well as “fun” (e.g. employees volunteering in the community) content such as is so important because it allows your
audience to both respect you as an expert in your field as well as build a sense of trust for you/ your company. 2. Content from other sources a. Industry Relevant- Generally would include articles from other sources within the industry as well as relevant news. An example of the relevant news is when Jenna shared an article about how the Olympic Athletes were using Cupping as a treatment. b. Calendar Related Content- This sort of content provides a great time to do giveaways, or post related content that people can connect with. i. Includes things like “Back to School,” Groundhogs Day, National Nutrition Month (March), Earth day, Mother’s/Father’s Day, etc. c. Lifestyle- I generally try include one lifestyle piece every week or two. This can be something like a schedule of events around town, Fall Recipes, Gift ideas, etc. Anything that is just a quick and easy read and will help your audience connect. The point of these types of pieces are mainly to keep your name out there consistently for your audience to see. 3. Interaction- Interacting with and sharing content from other sources (especially in your industry) is a great way to garner trust from your audience as well as a way to form connections over social media with those in your industry. a. Example: If I post a photo on my Summit Social Media Instagram page, many times other people who are in the industry either “Follow me” or comment on my photos, that is how conversations start and connections are made. This is also possible on Facebook and Google+ (Google My Business) by following other pages, commenting on, liking and sharing their content. If you engage, you are more likely to get those interactions in return, which will grow your social media network, and eventually, your audience. b. NOTE* on Facebook you can “See Pages Feed” on right side of your business profile below the cover photo. This is where you can see the pages that you have “liked” as your business page and then comment and share as your business page
Social Media Specifics:
1. Facebook: When you think of your Facebook Profile, think of it as if you were going to spend time with friends for dinner. You want to connect with them on a more friendly and social level. Yes, you will talk about work (like more substantive and industry relevant posts), but you will also share more light hearted and fun things (like lifestyle themed posts, photos from around the office, etc.). All the while, you are building a trusting relationship.
a. The best times to post on Facebook are normally earlier morning, or later in the afternoon/evening. Posts right in the middle of the day might be seen, but people are not as likely to engage with them. While this is a good general rule, I would recommend mixing up post times and days from time to time so that you can try to get the most from your posts and keep your name in front of as much of your audience as possible. Your Facebook page insights will also tell you when during the day most of your page followers are on Facebook allowing you to be more specific with post times. b. Google +/ Google My Business: This is the platform that you would compare to going out for coffee with a colleague. Google My Business/ Google+ is a place to establish yourself as an industry expert. This means that while content should be engaging, you can keep it more on the substantive side. i. The best times to post on Google are weekday mornings. ii. Be sure to respond to also respond to Google reviews. Even if the review is negative, respond with a phone number or email address that they can contact to fix the issue. This shows prospective customers that you want to help, and are paying attention, which creates a greater sense of trust. c. Bing Places can really be left alone. Just log in from time to time and check on the profile, and see how you a matching up to other industry competitors.
Reminders: Be consistent. More than any specific posting time, consistency is key! Mix it up. Create a good mixture of content. Engage and Share Use Tools. There are a lot of free tools that can help track the success of your content and set your up for more success. a. Including: Url shorteners and trackers, Google Analytics, Facebook insights, Google my Business insights, Bing Places insights. 5. Be Open. Transparency, Openness and openness is what will truly keep your audience engaged. 1. 2. 3. 4.