Social media platforms have grown in popularity over the last several years and will continue to grow. According to recent research by Pew, Facebook is used by 57% of all American adults, 64% of whom visit the site every single day. And according to expandedramblings.com, as of June of this year there are 30 million Facebook pages that are updated at least monthly.
Also according to expandedramblings, the most common reason for a Facebook user to unlike a brand page is due to uninteresting posts (32%). The second most common reason for unliking a brand is having too many posts (28%).
Clearly, these statistics mean it’s vital to have interesting posts that strike a chord with your audience- but not so many that you’re inundating their news feeds!
Facebook, of course, isn’t the only social platform available to businesses. And with the recent changes to Facebook’s algorithm, organic reach has gone significantly down and will continue to go down, making paid promotion more important for future campaigns. It’s now vital to know what works best for your social media marketing efforts in order to build your business and gain repeat customers and new customers alike.
Here are three things to consider in order to create the most successful social media program for your business:
1) Know your audience. We’ve mentioned this before in regards to creating a successful marketing campaign of any sort, and it definitely applies to social media, too. And when it comes to social media campaigns, what works well for one business may not work well for yours. Think about where your target audience or buyer personas are most likely to spend their time, and how you’d like to engage with them. Then research the different platforms available and go from there. Be where your customers are!
2) Know when and what to post. It will take a little research to know when the best time of the day to post on social media is for your business. Keep in mind that the internet is available 24 hours a day, and just because your business’s doors may be locked up for the day, this doesn’t mean your audience isn’t still online gathering information. As far as what type of content to post, you need to stay true to your company’s voice and overall brand strategy. It’s also important to realize that people are becoming more and more visually oriented, so images are generally the most shareable type of content. Promotions or contests are also highly shareable and work exceptionally well in gaining new page likes or followers. Just like you do for blog posts, you should create an editorial calendar to stay on track with your postings across all the different social platforms you’re utilizing.
3) Use analytical tools available. Monitoring your social media efforts and understanding the results is an important aspect of your program. Most social media sites offer analytics or insights, and you can easily see which posts were the most engaging and which hardly got any response at all. Focus on your most successful posts and try to mimic them to create even more future engagements.
Find a balance between the amount of posts you push out on a weekly basis and the different types of content to share (images, links, quotes, etc.), making them as engaging to your audience as possible. Knowing what your audience responds well to is key!