Social Media 101: Strategies for Engaging Your Audience

Transcription

1 Social Media 101: Strategies for Engaging Your Audience

2 Hello, We re Angie & Betsy!

3 Let s Talk About Creating Engaging Content What works Facebook and Twitter Analytics Other tools

4 Creating Engaging Content Social media engagement is about people, and about connecting and having meaningful interactions with those people. To manage your content, conversations, and community, you need goals, along with tools to manage and monitor your activity and measure your success.

5 Creating Great Content How to Craft Great Posts: Communicate practical information, the emotional properties of your brand and drive engagement from your community all at once. Showcase Your Voice: Your social channels are your side of an ongoing conversation with your audience. It s crucial to read every post you write from the perspective of if our organization were a person, is this the way he or she would speak? Relevancy: Nobody wants to take part in a conversation that doesn t matter to them, particularly in the jet-fueled world of social media. Value: Why does what you re saying matter? What are you offering to people with your information?

6 Know Your Voice On most social media channels, the tone should be conversational because it s presented in the customers space rather than on a brand-owned channel (i.e., your website). In other words, the voice of the brand is as much a friend and insider as a guide and spokesperson. Remember, the tone of your social identity should be a personalization of your brand personality. For example, if your brand is efficient, your social personality should be no-nonsense. Honesty is especially important because customers will react instantly and publicly if they detect insincerity.

7 What Works?

8 Tools for Creating Better Visual Content Canva: Create engaging images with this easy design tool. Pic Stitch: Quickly combine multiple photos into a framed collage. PicMonkey: Add filters, frames, text and effects with this photo editing tool. Layout: Make creative and artistic single images out of multiple photos with this Instagram app. Hyperlapse: Create polished time lapse videos with this app from Instagram. imovie: Shoot and edit videos directly from an iphone.

9 Facebook Analytics Page Insights offers great information like how your audience is interacting with your content, what day of the week and when.

10 Facebook Audience Facebook s Insights provides a high-level audience analysis.

11 Twitter Analytics Twitter s analytics also offers information like how your audience interacts with your content and basic engagement notes.

12 Twitter Audience Including information about their content preferences, mobile usage and more.

13 Other Free Analytical Tools FollowerWonk: Assess your followers interests and create a word cloud to show those interests. SimplyMeasured: Have free reports ed to you, including a free Facebook Competitive Analysis Report to see what other brands are doing well. Social Mention: Measure the likelihood that your brand is being discussed in social media and see whether the general sentiment is positive, negative or neutral. Klout: Rate your social media influence across the social networks you use. Kred: Create a trusted influence network to build your social media influence. Social Bro: Find best time to tweet. TweetReach: Monitor how far your tweets travel and find your most influential followers.

14 Measuring Success and the Importance of Paid Set benchmarks. Establish goals at the outset of your social media campaigns to assess your progress. What s the ultimate goal you are trying to achieve with your social media content? Do you want to grow your social audiences (e.g. followers, fans, etc.)? Do you want to drive traffic back to your website? Are you trying to garner more engagement (e.g. likes, favorites, retweets, etc.)? Are you trying to expand your reach? Consider paid syndication. Set aside a paid budget to help break through the clutter and reach your goals. Every day millions of organizations are vying for the attention of their target audience s online. Investing in some level of paid advertising to ensure people actually see your content is just as important as the content itself.

15 Questions?

16 17