4 Powerful Strategies for Social Media Content

By on July 30, 2013

In today’s post our guest blogger Jesse Aaron discusses 4 strategies to build social media content.

Social media is in full swing.  With dozens and dozens of outlets and platforms, it can seem daunting to try and create a successful social media strategy – let alone come up with great content.  While there are many different options and opinions on what works, there are few key strategies that have been found to work for most businesses.

Strategy 1: Have a Great Angle

Social Media Today showcased an infographic from Edge Media which discussed some ways that a business can focus on making their content highly effective online.

  • Make it informative:Content that doesn’t say anything isn’t very engaging.  When writing content, it’s important to make sure that it says something people either need or will be interested in learning.  Talk aboutthe business’s brand or give some insight into a recent event.  Whatever is posted, it must give value to followers or they won’t have a reason to stay.
  • Make it entertaining:People respond positively to things that are entertaining.  Something that makes people laugh or smile may inspire them to share it to their friends.  It also helps people engage with a brand on a more personal level because they will see the brand as less of a business and more of a personal connection.
  • Make it Different:Having content that is different is a good way to get people’s attention.  It also shows that there is more to a business than just making a sale. Content should be unique, but also relatable so followers can actually connect to what is being said.  Posting random, unrelatable content is just as bad as posting no content.

Strategy 2: Package Content Well

The second major point in Edge’s graphic was to make sure that the appearance of a business’s content is pleasing and also matches what is being said.  Without good packaging, content cannot stand out to followers.  And don’t use the “my industry can’t do social media” excuse. That doesn’t work anymore.  If you sell mustang parts (refer to this for examples of great videos and images being shared by an auto parts company) or animal traps (they have over 62,000 likes on Facebook and they sell animal traps!) you can package content well and effectively.

Infographics are a great way to share content online that grabs people attention, but also gets the point across.  Businesses need to be careful, however, and use designs that match each other.  Integrated visuals are important to help keep followers connected.

Content should always try and relate back to the brand or a specific product.  Businesses shouldn’t sell their products to followers on social media, but it can be helpful to put in content the benefits of a product and how they could help solve a problem.  That way followers don’t feel like you are selling them, but you leave the door open for leads to come from your social media sites.

A very important aspect of social media is making sure that the correct one is used.  With the number of social media sites that are online, it can seem difficult to pick one that is useful.  While Facebook and Twitter are popular, it can be seen that different users use each one.  Twitter is more for people on the go and those that post more.  Facebook is used for graphics and a few engaging posts.  Businesses need to learn which sites their customers respond to and focus on those.

Strategy 3: Outsource Social Media

A Forbes article by Tim Devaney and Tom Stein mentioned that midsize companies have to spend about 32 hours a month in order to successfully use just one social media platform.  That means that all the small businesses that are out there trying to use 2 or 3 social media sites are stretching themselves too thin to use the platforms effectively.

Businesses can benefit from giving some of their social media content to an external firm to do.  There are a number of agencies that can write content and post to social media sites for businesses.

Before giving an external firm the social media that needs to be handled, a business first needs to decide what they want to achieve with their social media campaigns.  An external source cannot help a business with social media unless they know the direction and angle that the business wants to portray to its followers.

It is also a good idea not to give away everything to someone else to do.  Keeping some social media in house is a good way to keep a hand on what is happening with a social media campaign.  It will also help show if there is a gap between the internal and external social media efforts.  If there is a gap, there may need to be some rethought on the campaign.

Strategy 4: Analyze Your Data

Metrics are the most important thing to consider when doing any sort of marketing campaign especially social media.  Social Media Examiner suggests using the already integrated insights that social media sites offer to businesses who use the sites.  And the best part; most of them are free.  Social media sites show users followers, likes, engagement statistics and much more with the insights they provide.

Another metric tool that is useful for businesses who want to analyze their social media efforts is Google Analytics’ Social Reports.  These reports show the amount of traffic coming from social media sites as well as how engaged followers are with different social media.  Google Social Reports show which social media sites are more popular for a business, which sites followers are engaging on, as well as what followers are sharing and liking.

So making a social media content strategy is not as complicated as it may seem.  Businesses just need to take the time and look at how their users use social media and then tailor their content to match their followers’ needs.  As Jay Baer says, “Social media creates kinship between companies and customers, and kinship equals purchase intent.”  Social media is way for businesses to create a relationship with their followers and then turn those followers into loyal customers.

Have an additional strategy or tip on creating social media content? Feel free to share in the comments.

Jesse is a professional blogger with a passion for homebrewing. He writes on a variety of topics on his blog Mashbout.

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