We often publish content here with a certain business audience in mind. When you think about it, a concept like blogging can involve potentially very different approaches all encompassed under the same medium. In some ways, a business’ approach to crafting a social media identity is no different. It’s not a stretch to imagine an accounting consultant’s Facebook page featuring radically different content than a local retailer. Less obvious are the similarities in content types companies of all kinds tend to gravitate towards.
Let’s think about the accountants and the retailer again. If you compared their pages side by side, the accountant's page would most likely feature quotes from happy clients, links to accounting news and articles, and maybe some back-and-forths between followers and the firm itself. The retailer might have photos of new products, links to product descriptions, contests involving discounts, and user reviews. Although they’re revolving around two completely separate industries, both pages are posting essentially the same kinds of posts.
Quotes from satisfied clients and user-generated product reviews, for example, are both examples of follower content. Categorical similarities like this become more and more clear when you start grouping social media content into its essential post types.
Regardless of what kind of business you are, you can start to better manage your social media marketing content strategy with these three content types in mind:
Since social media marketing is now just one of many channels by which consumers are able to engage with the companies they like, a vibrant social media marketing atmosphere requires an element of exclusivity to give people something they can’t access through other means.
If the retailer we mentioned earlier simply mucked up their Facebook page with link after link to their own product pages, followers will find themselves getting bored pretty quick. Many businesses fail to realize the fact that amassing social media “Likes” is inherently valueless until you give your fans and followers something to engage with. Contests involving discounts, freebies, and other rewards are a great way to encourage people to keep tabs on your company’s page. Here’s a great example:
If you’re stuck trying to come up with exclusive content ideas, a good place to start is the “behind the scenes” approach. Give people a unique glimpse into the less public side of your business by showing how your office works, how you construct your products, or who the people are who run the company. This is a great opportunity to add some visual content to your page with a creative short video or image gallery.
2. Better outreach through shareable content
Perhaps one of the more challenging, yet potentially more rewarding types of social media posts are those followers find interesting enough to share themselves. The benefit of a share means a potentially whole new audience is being exposed to whatever it is you’ve posted.
Facebook’s relatively recent changes to content sharing helps to give credit to original posters by making it known to new audiences that a follower is sharing the content “via” someone else. Even if they shared a news article you posted which wasn’t directly tied to your brand, their friends would still see that the person found the link through you and be more likely to check out what other kinds of content you might be posting.
Even with this helpful accreditation feature, the biggest potential benefit comes with people sharing your content specifically. Links to your outside website or blog should be your prime target since these kinds of shares expose your brand to entirely new audiences with literally a click of a button.
Social media sharing is a very difficult thing to predict accurately since you’re at the whim of your audience. Don’t be put off if you don’t see fans engaging on that level at first. Finding what kinds of contents your audience will respond to involves an initial period of trial and error. When something works, note it and use it to guide your future content ideas.
3. User-generated content
A great way to show your fans that your social media page really is a two-way street is by highlighting instances of valued engagement. While this may be something geared more towards larger businesses who are enjoying a high degree of back-and-forth between brand and customer, it’s a good thing to keep in mind even when just getting started. Whether it’s a testimonial, review, or “thank you” comment, many users are now starting to post video responses and other creative ways of reaching back to their products to say thanks.
If your fans are kind enough to send something, reciprocating by posting it for all to see will not only improve your brand reputation among those who notice, but will also tip others off to the fact that you post customer material.
It’s no secret that some people love the limelight and use social media marketing to get themselves visible to others. While we usually roll our eyes at this kind of thing on our personal pages, businesses can leverage super-engaged fans for some valuable brand boosting.
Looking for more information on building a successful social media strategy for your business? Get in touch.