As we've discussed in a previous article, developing a social media content strategy is one of the fundamental steps in planning an effective campaign. But what happens if you've done your homework, you're posting content, and no one is showing up to the party?
First thing to do is to give yourself a break. Gaining traction on social media is a long haul and unless you’re a skateboarding bulldog, you aren’t going to gain millions of likes, comments and followers overnight. You’ve worked hard to create and post your content, and nothing saps motivation more than seeing your hard work under-appreciated. Give yourself a break; even if you aren’t yet getting the engagement you want, all is not lost. In fact underperforming content is an excellent way to test your audience, see what they like and what types of content will get the conversation moving.
Blogging has many advantages and can be structured around content that you already naturally generate as a business. Consider adding a blog section to your website and use it to go into detail on new events, products or services. The benefit here is that you can post a simple quote or image from an article across your social media channels and link back to your blog section – this type of double-dipping can help to grow your audience as well as alleviate some of the work involved in creating content.
Ask for Feedback
Engaging customer and reader feedback sends a positive message that you respect the opinions of your clientele. It’s also a great opportunity to find out what your customer’s expectations are and which areas can be improved. Most of all it helps reinforce a sense of communication; no one wants to be sold to 24/7 so striking up a genuine two way conversation is a great step in growing an online community. Likes are great, but comments are far better.
Timing is Everything
Know your audience. Do they work or stay home? Do they check their social media during their lunch break? Or after work? Or before bed? Consider how these patterns might influence your strategy and dictate when is the best time to post.
Let’s talk about Text
This might be a case of the pot calling the kettle black, but unless you’re writing a blog article, no one wants to read a wall of text on social media. I know, I know, it might only take 30 seconds to read, and it might contain imperative material that you can’t do without, but sadly most people won’t stop to read it. Try as hard as you can to include some kind of imagery with every post, and where possible, use an image instead of text. Equally video is gold on social media, however just as with text, most people won’t sit through more than 2 minutes of video – and they’re even less likely to if they’re on their phone.
There is no sure fire way to ensure that you’re going to kick goals and win high fives on social media. If you take anything away from this article, I hope that you remember that you learn more from a failed post on social media than you do if it succeeds. If a post doesn’t get traction, or an article goes unread, it’s important to analyse and take it as a learning opportunity – Why didn’t it work? Was the timing off? Does the messaging connect? Insights like this will help you to continually tweak and evolve your strategy, creating best practice and informed outcomes. Most of all, don’t give up! Even that skateboarding bulldog had to start somewhere.
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