How to create a social media strategy that generates engagement
What platforms should you include within your social media strategy? And how do you develop engaging social media campaigns?
1) Be practical
There are so many social media platforms out there. You don't need to be on them all. Social media marketing is a full-time job. If you're struggling to create engaging content to publish on multiple channels, then perhaps it's time to rethink your social strategy.
What channels get the most engagement? What channels don't? It could be time to deactivate accounts if they aren't the right platform for your target audience.
2) Content is key
Each social platform needs a different strategy. What's the point of encouraging your audience to follow you on Twitter, Instagram and Facebook if you're publishing the same content to all three channels?
Develop a content strategy for each platform you use. Use infographics, videos, and photos, publish thought-leadership articles, and try out GIFs if they seem relevant. Have a bit of fun and make sure it's unique for each channel.
3) Trial and error
As with any effective marketing, carry out A/B testing. See what content works well and what doesn't. Does your audience engage with infographics more than they do photos; do they share and comment on your thought-leadership articles?
Learn from what you discover and use your research to adapt what you include in your content strategy.
4) Get involved
Don't only publish content and never engage with your audience. Have fun, join in conversations, and encourage employees to get involved too.
Encouraging employee engagement in social media campaigns is a great organic approach to help amplify messages. It will also work in favour of social media algorithms.
5) Compare notes
Every business will have a list of who its competitors are. Check out their digital landscape, including social media, and see what they're publishing.
Similar to point 3, review what content works well and what doesn't. It's likely to inspire your own content strategy.
6) Paid-for content
All the major platforms use ranking algorithms which means only a small percentage of your audience will see your organic posts. Therefore, every social media campaign should also incorporate a paid-for strategy.
A paid-for strategy would work in tandem with your organic posts. Again, this content should be monitored to evaluate what receives the best and least engagement, then adapted going forwards.