Sometimes being a business on social media can feel like shouting in an empty room. You know there are people out there, but there doesn’t seem to be any response.
Engagement on social media is a hugely talked about subject in the digital world at the moment, and rightly so. Recent studies have shown that by increasing social signals to a specific URL, it will cause that page to rank higher in Google’s search results.
Below I’ve listed the 5 top tips I would give to anyone who needs help in mastering that perfect post.
Make sure to use in-platform analytics to gain a firm understanding of the times of day and days of the week you are currently receiving the most engagement. It may be that certain times of the day work great for you, but statistically Mondays, Wednesdays and Thursdays, at 9am, 12pm, 3pm and 6pm work best.
Monitor how you’re doing on Google Analytics too. You’ll be able to see how many visits to your site came from social platforms and which ones. The most important aspect to check is the quality of the user that is landing on your site. You may find that you get a lot of visits from your Facebook audience, but in fact your Pinterest audience explores your website more.
To make a post compelling, give the user a reason to engage with it by making it relevant to them. For example, make it clear you value their opinion and ask what they think about what you’re posting. Statistically, question posts on Facebook get double the amount of comments, but less likes. Or perhaps make it relevant to them geographically by sharing local news.
Finally, always try to include an image or link in all your posts. Photo posts get 39% more engagement on Facebook, as the reach of the post will always be wider. This is because when a user likes or comments on a photo post, it will appear on their friends’ news feeds, whereas this won’t happen with a plain text post.
Posts under 250 characters receive 60% more engagement than those that are longer. If you can get it under 80 characters you’ll see 66% more shares, likes and comments.
This rule stops you from waffling. Users want something short and sweet to read. If you have a large amount of information to share, make it a news article or blog post on your website and share a link to it. That way you are directing users onto your website who genuinely have in interest in what you’re sharing.
Sometimes users forget there is a human behind the profile, sharing the posts and replying to comments. Hiding behind a branded mask on social media goes against what social media stands for, so it’s important you have a tone of voice and personality which suits your brand when communicating.
This can be done through creating a tone of voice document (please contact us if you need a help to build one of these). This document will allow multiple people within the company to post on the company’s social media – and it won’t sound too disjointed.
Customers are now turning to social media when they have a question they would like answered by a business. However, only 1 in every 5 questions that are asked by a customer on Twitter of Facebook actually gets a reply.
And even if it is answered, it takes on average 11 hours – and by that time I can almost guarantee most users would have gone elsewhere to get a response, and it may be from one of your competitors.
It’s vital to be reliable as a business – and that means cutting your response time to the smallest it can be. If you can get back to someone’s query within the hour they will not only know they can rely on you, but will be less likely to shop around for an alternative service.
We offer many workshops on social media, which will enable you to feel more confident using the platforms in your online strategy. Find out more by clicking the below links, or contact us online.
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