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Best Practices with Your Social Media Campaign: Are You Following These?


MAY 2017

You must know how to play the game if you want to place a stake for your brand in the world of social media. There is nothing impulsive about effective social media campaigns; everything must be done with creativity, structure and strategy. Here are some of the best practices and tips for content marketing help to consider when developing a new or revamping an old campaign.

Use Social Media for Full Transparency

There is only so much that you can put on your website about your company. The “About Us” page will only reveal so much. Social media allows you to take brand exposure and transparency to new heights. From behind-the-scenes videos and employee interviews to internal company events and livestreamed meetings, your brand’s social media page can open up a wide range of networking opportunities that will attract a vast number of interested consumers and colleagues to your page.

Do Not Maximize Your Tweet Length

Just because Twitter allows 140 characters does not mean you should use them all. Studies have shown that tweet length should remain under 100 characters to maximize engagement. Remember, effective content marketing helps to boost engagement. One report claims that tweets below 100 characters experience 17% more engagement than tweets that are closer to the maximum allotment.

Write for Scanners, Not Readers

When was the last time you scrolled through Facebook, Twitter or even Instagram looking for a lengthy blog, article or rant to read? Social media platforms specifically cater to scanners and clickers – not dwellers and readers. Lengthy articles and blogs are promoted by short messages and tweets with truncated URLs.

Twitter only allows 140 characters, but (as mentioned above) you should not be using all of them if you care about increasing engagement. Keep in mind that, according to one report, humans have shorter attention spans than goldfish. Regardless of the platform, your social media campaign should consist of content designed for scanners that scroll through feeds more than people who enjoy taking the “scenic route” to reading.

Accept and Address Negative Feedback

Brands are quick to highlight, pin and re-post positive feedback on their various pages and profiles. However, when negative feedback inevitably emerges on social media, brands are quick to delete, bury or just ignore it. This is an incorrect and even dangerous approach to take. The way you handle negative feedback will show consumers how you approach the honesty and integrity of your products and services.

Deleting or ignoring negative feedback sends the message that you have something to hide. This type of message would nullify any content marketing help tip you have followed since it could backfire and blemish your reputation sooner than you think.

Responding to Every Mention is Unnecessary

It may seem as if you need to get involved in all conversations referencing your brand or mentioning your page. The exact opposite is the case. Just as you are not physically involved with every conversation about you in the real world, you should not try to respond to every comment or post referencing your brand online. Doing so would create a flood of shared and retweeted content on your feed – potentially repelling prospective and existing followers from your social media presence entirely.

Follow and Interact with Your Followers

Building an audience of social media followers is essentially based on a “scratch my back, I’ll scratch yours” theory. You must interact with and respond to your followers and fan, showing them that they are valued within your online community. Otherwise, they will lose interest in your brand and quickly move to another online presence – perhaps even one of your competitors. Interacting with your followers makes it clear to the social media world that you are a team player who is not exclusively focused on your own brand growth.

Patience, Patience, Patience

Another nugget of content marketing help is to remember the virtuous nature of patience. A one-day social media campaign is not going to build a viral social media profile with millions of followers overnight. Just like with any well-developed building or lasting structure, a successful social media presence requires creativity, strategy and patience. Give yourself and your brand time to build the social media following and fan base that it deserves by paying close attention to the systematic science of social media marketing.

Annie Ianko

Chief Content Officer

Annie has 19 years’ experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

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