Many organizations hope to make their big break online using social media. Brand managers often believe great opportunities (such as a retweet from an industry leader or coverage from a national blog) can happen with just a small amount of “luck”. However, in a world of increasingly more crowded and diverse social networks, businesses have to make their own luck.
So with St. Patrick’s Day tomorrow, don’t look for your “pot of gold” at the end of the social media rainbow. Instead, check out five social media strategies from The Net Impact to improve your organization’s luck:
This element is important to ensuring that when your brand is found on social media, there is an expectation of more great content in the future. A stand-out blog post or YouTube video can bring new eyes to your social media channels, but followers won’t stay long without any follow up. Post content regularly with a consistent voice and tone.
Social media is not an “if you build it they will come” proposition. If you want your network to grow and your content to spread, make a concerted effort to connect. This means tweeting and retweeting industry figures in a strategic manner (for instance we always let key individuals know when we’ve mentioned them in a post or presentation), posting in relevant LinkedIn groups, and commenting on related blogs. If you want your brand to be part of the conversation you must first join it! And don’t forget, sometimes those conversations start offline…crazy, huh?
On all social media channels, users share relevant and valuable content. Up-to-date commentary demonstrates your company’s engagement in digital conversation. The value of being “first” to provide content on a relevant topic is undeniable. The first blog in your network reviewing the new iPad is much more likely to be shared than the thirtieth.
Social Media is a crowded space. With over 100 million active users on Twitter, nearly a billion users on Facebook, and countless blogs covering the internet; it’s tough to stand out. Your network won’t spread your message if users have seen the same content or ideas elsewhere. Don’t be afraid to show your brand’s personality either. After all, it’s called social media for a reason! No other organization has your office culture, your data, or your products and services. Leverage these assets for truly unique content on the web.
Lastly if you want international exposure make sure your content has an international level of quality. This is the overall measure of your credibility for users outside your network. It’s not just intriguing content; it’s accurate data, a professional web design, and unique insights. If you invest in your social media content so will your network.
Ultimately, improving your luck in social media involves a deliberate process. Make sure your brand is prepared to capitalize on opportunities when they arise! Any other thoughts on how to improve your social media luck? Let us know in the comments.
Image from Summary Newspaper