Social media has gained its place among effective marketing methods to build brand awareness, establish thought leadership and generate leads. But, you’ve got to throw out some old ways of thinking. Social media can be even playing ground for unknowns if they spend the time on it and have something interesting to say. So how do you elevate the awareness for your corporation? As always your constraints are time, budget and talent. Here are some key considerations for building your social media program.
Create a Thought Leadership Program
- Identify thought leaders and experts in your company that align with your buyer and influencer audience, spend your time there, elevating their reputations.
- If you’re a technology company, this is probably the CTO, architects and chief engineers, sometimes product managers.
- They should have their own social accounts and communicate their subject matter expertise through their accounts.
- They should communicate their own opinions.
- Remember time is a constraint:
- Create a schedule and suggested topics for them by channel
- Train them on best practices in Social Media
- Make a repository of resources—images, links to articles, key statistics that they can use. Drop box is a great repository.
FaceBook is a default requirement. It has 1.19 billion users, 73% of the adult U.A. population.
Has the most evenly distributed demographics of any platform
- Facebook Posts with a photo generate 120% more engagement than simple text.
- Posts shorter than 250 characters have 60% more engagement than longer posts.
- Thursday and Friday have 18% better engagement than other days of the week
- Question posts have double the engagement of non-question posts
Twitter is the fourth most used social channel
- 18% of the U.S. population are users
- Twitter is more frequently used than other platforms
- 46% of users log in on a daily basis
- Users have a higher tendency to follow brands
- 60% of Twitter users actually post
- The majority of Twitter users follow to take advantage of offers, contests, and exclusive deals
- Twitter is for in-the-moment happenings
- Be the go-to source for industry information
- Buffer App shows including images has seen an 89% increase in favorites over those without and a 150% retweets
- The following inclusions in your tweets at least 1/3 of the way into your tweets increase retweets: Hashtags, @, “Please RT” links and “Check out"
- 60% male
- The majority are in tech and engineering fields
- Of the 540 million users only 300 million are users
- Google+ is great compatible with YouTube, Google Hangouts, and Circles and Communities
- PRDaily provides this information
Bloggers are here with us to stay and some are industry opinion leaders, be their friends.
- Use the 80:20 rule, know which bloggers in your industry have the most traffic, contribute, brief.
- Bloggers don’t always write about the latest news, they will take your briefing information and use it when they are writing on a relevant topic. You have put yourself in their hat.
Your blog is key to generating traffic to your Website and improving your Google ranking and thus more awareness and traffic to your Website.
- Google Page rankings rate Websites higher that have frequent updates of valuable content.
- Hubspot reports that companies that blog 15 or more times per month get 5X more traffic than companies that don't blog at all.
- If you're a small business, increasing your blogging frequency can move the needle even more. Small businesses (1-10 employees) tend to see the biggest gains in traffic when they publish more articles and B2C companies see even more of an affect than B2B companies.