A lot of brands look at social media exclusively from their point of view. This often means only sharing their own content and gaining fans rather than following other users. Clearly, that works for some of them depending on their respective size. However, social media often works best when it’s done on an inclusive basis. This article explores the importance of sharing and retweeting, as well as creating.
Have Your Website In Order First
Yes, social media is a great way to drive traffic back to the website that you’ve painstakingly put together. If it’s been a while since you put up your website, it’s a good idea to go through and do a quick audit of it. Is your content well organized and easy to find? Does the website look good on mobile devices? Are you using an attractive and modern theme or does your website look more like it belongs in 2005? If you don’t have a website yet, then yes I would suggest getting that set up before getting down to work on your social media presence. I find that people are more likely to look at your profile (where you should definitely have a link back to your website!) when they first follow you on social media. They might like something that you posted, whether they found it humorous or informative, and think ‘hey I wonder what else they have’. If you can direct them to your website at this point, great! If you are just getting started and trying to be as budget-conscious as possible, have a look at these to get some deals on your hosting services. You might even be able to save on a domain name as well.
Once you have your website up and running and looking it’s best, now it’s time to dive into social media. Follow a few guidelines and you should see a lot of benefit for your business!
1. Overly promotional social accounts put people off.
Anyone that has spent some time on social media will have seen accounts that come across as one marketing message after another. A lot of their content is also promoted, so it’s unclear how natural the engagement levels are. Even if that is your strategy, you will be amazed at what a difference the occasional sharing of other posts or retweeting will do for you. You may also find that those you retweet or share will choose to follow you as a result.
2. It’s harder to stay active if you only have your own content.
A key to a successful social media presence is activity. It’s well known that tools such as Klout work best when there is a consistent level of updates. The problem is that this is much harder to achieve if you rely exclusively on your own content.
3. Content curation should be varied
When sourcing content for your social media channels you want to make sure it’s varied irrespective of the other points above. A lot of brands take the view that they only want to share their own content, but varied social media accounts are usually the ones that maximise engagement.
Users follow social media profiles because they provide interesting content, and that can be achieved with a mixture of your own content and shared popular content from elsewhere. This is also true the other way though, and you don’t want to have exclusively shared content either. The key is finding the right balance.
Getting social media content curation right can be a tricky, especially if you’re new to social media marketing. The key thing to remember is to not focus too much on the marketing side but more on engagement. It’s clear that being active on social media and providing interesting and varied content are keys to success.