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Seven Tips to Shore Up Your Social Media Marketing Strategy

Our time in the sun, sand, and waves has arrived here on the Jersey Shore. It's time for shorts, sandals, sundresses and social media.

Use these tips to shore up your social media marketing strategy and connect with the locals, the Bennies, and everyone in between.

Conduct an audit of your current social media posts and re-evaluate your content strategy

Do an audit of your current social media channels and determine which platforms currently deliver the most traffic to your site by checking out the sources view of your Google Analytics dashboard (You are using Google Analytics, right?)

Define your top channels. After listing the top 3-5 channels that are driving traffic, review the Insights panels to see which posts or pieces of content have delivered the highest levels of engagement for you.

Make a detailed record of the topic, the day, and the time at which you published those high-value posts. You can use this information to set benchmarks and guidelines for future postings.

Hash out your #hashtags. Develop branded hashtags that you’ll use across all channels that accept them. Encouraging your followers to use your branded hashtags are also great for developing and curating user-generated content.

Sync your hashtags with your highest ranking long-tail keywords and connect them to your SEO strategy.

Establish your objectives and goals

Use the historical data and trend information to create new objectives, establish new benchmark goals, and set posting guidelines.

The NY Times did a study on the Psychology of Sharing that established 5 primary motivations in the sharing of content. Keep these factors in mind when you’re creating new pieces of content that you intend to share on social media:

  • To bring valuable and entertaining content to one another. A significant 94% of respondents carefully consider how the information they share will be of use to other people
  • To define themselves to others.  68% of respondents said they share to give others a better sense of who they are and what they care about.
  • To grow and nourish our relationships. 78% of respondents said they share information online because it enables them to stay connected to people they may not otherwise stay in touch with
  • For self-fulfillment. 69% said they share information because it allows them to feel more involved in the world.
  • To get the word out about causes they care about.  84% of respondents share because it is a good way to support causes or issues they care about.

Create a calendar and content creation/posting schedule

Using a social media content calendar that details the channel, day of the week, time of day, and the content to be posted helps you stay consistent and reduce the decline in productivity when the warmer weather arrives.

Upload this social media content calendar from HubSpot as a Google Doc and share it with everyone on your team. This makes it easier to maintain accountability and for team members to pick up the slack if others are on vacation.

Use the benchmark data from your social media content audit to start filling in the calendar.

Add variety to your posts and mix it up a bit. Don't be afraid to repeat posts since changes to many algorithms dictate that only a percentage of your fan base will see your posts at any given time within their newsfeed.

Having your social media calendar planned out in advance will also make planning your getaway vacation a little easier. Or you can hire someone to do it for you.

Use a formula like the example below to define what share of your social profile is allocated to different types of posts. For example:

  • 50% of your content will drive back to the blog
  • 20% of your content will be curated from other sources
  • 20% of your content will be HR and culture
  • 10% of your content will user-generated content

Update your images and graphics

We're all pressed for time and the competition for our attention is fierce.

Content with relevant images gets 94% more views than content without relevant images. (Source)

If you haven't invested time or resources to establish a high quality, professional image, then why should your potential clients assume anything different about your product or service?

Tools like Canva or Pablo by Buffer make it easier to create properly-sized and engaging images for your daily social media marketing needs.

Remember, visual content is more than 40X more likely to get shared on social media than other types of content (Source). If you need a more professional touch, consider one of our social media graphics packages.

Embrace the power of Video.

With more social media channels embracing video, YouTube is no longer the only platform in town. In fact, Facebook video is now bigger than YouTube for brands.

And now with Facebook Live you can use your smartphone to quickly create and share video content with your followers. This means your friends, family or fans can be there with you, and you can respond to their comments and see their reactions. Best of all, you don't have to worry about ads on your Facebook videos.

Between April 2015 and November 2015, the amount of average daily video views on Facebook doubled from 4 billion video views per day to 8 billion. (Source)

51.9% of marketing professionals worldwide name video as the type of content with the best ROI (Source). Don't have enough content or material for Facebook Live? Consider embracing SnapChat for those micro moments.

Snapchat has almost 200 million users and 7 billion daily video views with 45% of their users being under the age of 25. The beginning of this year saw Snapchat partner with the NFL for SuperBowl 50.

With their Discover page, the platform is becoming a curator of some of the major content providers in the world. But you can use the platform to capture spontaneous, in-the-moment, micro-content and build a "story" around your business.

Add me on Snapchat

Run a Summer-themed Contest or Giveaway

People love to win and contests on social media are a great way to tap into that desire of ours.

21% of Facebook users will like a brand's page in order to receive a free giveaway.

That's great for a temporary boost in engagement, but one way to improve the longevity of a contest is through the branded hashtags and user-generated content that I mentioned before.

By getting your followers to submit content for a chance to win a prize or promotional discount, you're engaging with your audience and building up a library of content that can be curated and used later on.

Be human.

People don't do business with a company; they do business with the people they know, like, and trust from that company.

Metrics and data are not the story – they're only a part of it. Human beings need context and to connect on some emotional level to the people they're doing business with.

We can look at the data and know that we made a logical decision, but the question is, do they feel good about their decision to work with you? Show them that you care and share that positive energy.

Giving your customers a peek into who you are can help you win their hearts AND their business.

Take some behind-the-scenes (#bts) photos of you and your staff having fun and connecting with each other. Allow your staff to take pride and ownership with employee-generated content by employing themes like #summerfriday or #deskselfie.

Use your website, blog, or newsletter to educate and inform, but use your social channels to engage, inspire, and connect with your audience.

Remember – it's about the relationship; not the sale.

Next steps

  1. Download and complete this social media content audit from Hootsuite
  2. Download this social media content calendar from HubSpot
  3. Leave a comment and feel free to share any additional tips for shoring up your summer social media marketing strategy.