Social media marketing

Many brands create social media accounts “just because” and some industries or types of businesses are more suited for a strong social media effort than others. Have a solid plan in place before diving in, with strong consideration for the desired outcome of your efforts (and how that will be tracked).

Social media marketing tips

  • Give people a reason to opt into social media posts; what is in it for the customer: education? discounts? entertainment? other?
  • Promote social media profiles (or social content) on ‘logout’ screen: they’re leaving anyway – possibly engage them for a bit longer
  • Content such as blog posts can be shared via social media in multiple smaller chunks over time: e.g. quotes from the blog post shared over time via X, with a link back to blog post
  • Have existing followers enter contests w/ extra entries given for social sharing
  • Create tests/games/etc. for user base and encourage users to share their individual results on social channels
  • Utilize social meta tags on webpages to enhance content snippet display when shared socially
  • Include media in social media posts (images, video, etc.) to improve engagement rates
  • For small/unknown companies: social = awareness stage; for large/established brands: social = persuasion stage
  • Look to external services to help with success measurement: ‘buzz’ measurement/awareness/perception
  • To ‘get the word out,’ recruit less loyal customers and non-customers as they have access to uninformed people (unless a new company or product)

Social media marketing resources

  • Buzzsumo – displays the most shared content for a particular search phrase/topic (across various social media sites); displays the top social media influencers for a topic; not a complete index of social world, it seems; free plan provides only a limited number of results; paid plan offers more features such as full data, content alerts, exporting and more
  • dlvr.it – Auto-post to social media channels from RSS – and more
  • TikTok Creative Center – view top ads, top searches, top hashtags, top songs, etc.