Social media - back to basics

When your followers engage with your page, you not only connect with them. You also potentially influence all of their connections as well.


Customers today look for brands on social media. The various platforms offer an easy way for people to contact brands, find out more about their companies, and window shop with their friends. This blog takes you back to the basics of social media and provides a guide to business who might be starting out on social media.

What are the major social media platforms?


LinkedIn

As the largest professional networking site, LinkedIn is a great social platform for B2B companies. It can be used to connect with or research potential buyers and sellers. With information such as schools attended, job histories, and even hobbies and skills, the information contained on a profile can provide valuable insight for any professional.


Although the opportunities for B2B brands might seem endless, B2C companies can use it wisely as well. LinkedIn offers opportunities for recruiting, finding influencers, or even performing market research.

Tips for getting noticed on LinkedIn

You'll first need to build a strong business page which includes a targeted summary of your business and the services it offers. Your elevator pitch is a handy go to for your summary. Be sure to use relevant keywords so you can to boost your chances of appearing in searches.


Anyone can publish content on LinkedIn, so take advantage of it. Write material that will be helpful and engaging to this professional audience. People use LinkedIn because they want to engage about business. Helpful articles related to your business as well as some posts around work/life balance, leadership, or time management will be your go to.


The peak usage times for LinkedIn are about 7-8 am, during the lunch break and around 5-6 pm. Post scheduling can help you ensure that your posts go live during these windows to maximise your engagement.


Your employees can also help represent you on LinkedIn. Your current place of employment and work history appear on your profile, so encouraging employees to demonstrate expertise in the industry and engage on the platform can boost your own reputation as well a theirs.


Facebook

Facebook is the modern day equivalent to the trip to the coffee shop or the after work trip to the bar. It is where people go to relax and converse about everything, from their hobbies to their recent purchases.


People on Facebook tend to be very visual, preferring images added to their posts. Since the audience usually comprises of individuals, instead of other businesses, the site leans towards the B2C sector, but a number of B2B brands have learned to use it efficiently as well.

Tips for getting noticed on Facebook

To get noticed on Facebook you need to ensure you are active during the highest engagement periods. The most popular times appear to be around 9 am, 1 pm, and 3 pm. Posting in these windows can help increase engagement.


It is important to keep your business page active. Post interesting articles, encourage followers to engage in conversations and encourage them to follow you. Post a link to your Facebook account on email newsletters, on other social media sites, and on your main website to make this as easy as possible.


Twitter

Twitter has dominated headlines for its role in politics, business, and entertainment but it also provides a useful platform for businesses. The goal for businesses is to follow relevant companies and then encourage your own followers with interesting, helpful information and images.


Tips for getting noticed on Twitter

On Twitter, commutes and breaks provide the best opportunities to reach people. The peaks of engagement occur around lunch time, 3 pm, and between 5 and 6 pm.


The important thing to remember with Twitter is that its just like having a conversation so the posts move quickly and are numerous. This means tweeting a few times during each of these peak periods to get the best results.


Having an important tweet go out twice in one day, provided that you also tweet other unique content, can help get that important information in front of a greater percentage of your followers. And don't forget your hashtags, that's the best way to help your followers find you.

Hashtags are important for Tweets

Retweeting the tweets from others in your industry when you think they would benefit your audience will help you attract attention. Another good tip is to include people or businesses in your tweets when they are relevant.


YouTube

YouTube actually serves as the second largest search engine in the world, falling behind only Google. People use this platform to upload videos on nearly every topic imaginable.


From a business perspective, YouTube provides an excellent opportunity to get noticed.


Tips for getting noticed on YouTube

To build viewers for your videos, you need to focus on building an entire quality channel. The YouTube algorithm looks at how the channel performs as a whole when determining video rankings. The number of followers you earn, the number of videos they watch, how much of the videos they watch, and the interactions sparked by the videos all factor in. For this reason, using YouTube as your social media platform of choice is a big commitment.


YouTube looks at how audiences respond to individual videos as well. Promote your video to draw views. Focus also on the opening scenes, because the more of the video people watch, the higher your ranking will rise.


Design videos that will be of use to your audience. They could present news from your industry, product demos, tips and tricks for using your products, or even behind-the-scenes looks at your business. Monitor what people respond to best.


Pinterest

Pinterest presents companies with an opportunity to showcase the visual side of their business such as products they sell, designs they have created, or even food they serve.


However, brands that do not have an obvious visual component can also benefit through the creation of infographics or visual data representations to demonstrate value.

Tips for getting noticed on Pinterest

Create visually engaging pins, and share pins created by others. Pinterest also allows users to create videos, and they have become increasingly popular.


Promoted pins, which look just like regular pins, allow you to showcase your content which will attract more attention.

Pinterest also has one-tap pins, which will bring users right to the page where the content originated. Consider this option and design your page accordingly to engage any users who click on your one-tap pins.


Instagram

Instagram also has a highly visual emphasis, making it a great option for any brand that wants to use images to showcase their creations.


Use images that show company culture or the people behind your business to create a more personalised relationship between you and your followers. You can also upload short videos to Instagram, so take advantage of this feature on occasion as well.


Tips for getting noticed on Instagram

The most popular times for this platform are Mondays and Thursdays from 8-9 am and then again at 5 pm.


Be sure to create a business profile so that you can add a phone number and links to your website. As you create posts, use hashtags to make your posts more searchable. Aim for about 7-10 hashtags per post. Following all of these tips can help you make the most of the benefits Instagram offers to your business.


So where do you start?

Step 1. Select the social media platforms that make the most sense for your brand

Think about your target audience and where you will likely find them. Aim to find about 2-3 platforms to begin. You can always add more later as you begin to develop a regular routine with social media.


Step 2. Create your profiles

You need to create a brand profile that reflects your audience on that platform. This means you do not want to copy and paste the same description from one platform to another.


For example, when you create a profile on LinkedIn, think about what you would say at networking events. On Facebook, think about the watercooler or the bar and what you would tell your friends about your business. When creating a Twitter account, think about a few key descriptors that will engage readers.


Step 3. Consider the type of content you want to post

Your posts, just like the business description, needs to reflect your audience. There will likely be some overlap, particularly between platforms like Facebook and Twitter however platforms like LinkedIn require more professional content than Facebook.


Step 4. Be consistent

Consistently engaging with people on your chosen social sites will boost your credibility and the number of people who follow your account.


Step 5. Show a little personality

Social media offers you an opportunity to demonstrate your personality to your prospects and let them know the human side of the people behind the brand. You do not want to use it to just promote your brand and products. Social media provides you with a place to start the conversation with prospects, so use it.


Hopefully this back to basics guide help you feel confident to start creating your own digital presence. Feel free to contact our social media consultants for some advice or further tips on digital marketing strategy. We have a full service company and can get you started or plan and implement your social media campaign for you.

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