Social media marketing is here to stay. In fact, over 60% of UK businesses are engaging with their customers on social media, trying to develop a deeper, more personal relationship with them.
Done well and correctly, social media can be an excellent tool to spread the word about promotions, create a stronger brand persona and increase brand engagement. But what does it mean to do social media “correctly?”
Here are our Top 5 Dos and Don’ts for brands looking to maximise their social platforms.
Instagram confirms that likes and comments are extremely important when it comes to feed ranking — so it’s a great idea to encourage as many as possible for your posts. One of the best ways to do this is by writing good captions that drive engagement. Including a call-to-action in your Instagram caption can go a very long way when it comes to driving more interactions.
Interestingly, Instagram is now hiding likes in the United States and testing the like-free feed worldwide so you might have experienced this too. You will still be able to see how many likes you’re getting on posts, but your followers won’t. The sneaky algorithm will still know though!
Use Instagram Stories
Instagram stories are discoverable, meaning that people who don’t follow you can see your posts. This can be a great opportunity to reach a new audience and express your ideas uniquely. It’s also a really fun way to learn a little more about your audience. Ask them questions, show some personality and highlight exclusive offers or behind-the-scenes footage to feed their curiosity. We love some of the filters you can add to stories – like quizzes, polls and sliding buttons. Make sure to utilise them to the max and learn what your audience wants to see more of.
Make your feed more authentic
A few years ago, it was all about producing a beautifully curated gallery for followers to admire. Now, consumers are looking for authenticity, relatability and personality. Snap pictures and record videos on your phone and pop them up for people to watch. When done right, inexpensive and simple content works. In some cases, the fact that it’s raw and simple isn’t a weakness for viewers — instead, it sets the content apart from slickly filmed, overproduced commercial video, humanising a brand and making it more accessible to the user.
Use a Social Media Monitoring Tool for Social Listening
We all want to know what our customers are saying about us, yet, with so many different platforms to monitor, it can be difficult for brands to track customer feedback, social mentions, and discussions.
A great way to improve your social listening capacity is through investing in a robust social media monitoring tool that allows you to manage multiple social media platforms from a single dashboard. Such tools include Awario, Hootsuite or Sprout Social, which allow you to monitor for keywords across the likes of Facebook, Twitter, Instagram, YouTube, you name it. Now that’s called having eyes and ears all over the place!
It’s not all about Facebook, Twitter and Instagram. Younger demographics are loving the likes of TikTok, Quora, Reddit and Snapchat too. If your brand appeals to a Gen Z audience especially, look to be an early adopter and embrace some of these other networks. Start exploring ways to take advantage of TikTok’s advertising platform and you’ll enjoy an environment of relatively low cost due to lower levels of competition. The ad platform is early-stage, but the ROI is great.
Be a Spammer
Retweeting, liking, commenting, posting, and sharing ALL DAY LONG will actually result in your engagement dropping off. No one wants their feeds to be filled by a single account who won’t stop yapping. Don’t join 20 groups on LinkedIn and post the same self-promotional message in all of them. You need to be offering followers quality content, not just bombarding them with random notifications.
Adding appropriate hashtags connects your post to all other posts on that topic. It’s a convenient way to search content on social media networks and for social listening exercises for brands. That said, don’t turn every word into a hashtag. When used correctly, hashtags will increase your online visibility and followers. When used in excess, it’s just spammy and ineffective.
Share the Exact Same Message Over and Over Again
Would you want to read the same message from people or pages you follow every day? It’s lazy to take the same social post and continue to share it over and over again on the same networks. If you want to revisit previous content, get creative with your delivery. Try rewording it or using a new image rather than reposting the same old message as it will quickly become stale.
Use Auto Direct Messages
DMs can be a really great way to build a personal connection with your followers. But that is exactly what it needs to be – PERSONAL. Resist the urge to send new followers an automated DM, it comes across as spammy and annoying. Instead, leave the DM for times when you need to have a one-on-one conversation with a follower and don’t automate your responses.
Forget to Include Links
Your goal on social media is to connect with your followers, but it’s also often to convert followers to customers! Therefore, always include links to landing pages, blog pages, a page to shop or a contact us page. Click-throughs are the name of the game. People are inherently lazy and unlikely to go off and do their own Google search to get to your page if you don’t put it right in front of their eyes.
For more information on social media tactics, get in touch with the team. We can help you create a social strategy, write engaging content and share beautiful assets.