Social media managers are often trying to increase social audience engagement. Testing and measuring content and post types across social networks is the best way to see what resonates with your audience. However, there are some proven tactics that tend to garner the best results. This week at #SproutChat, we discussed what content strategies work best for each popular social network.
Engaging on Instagram
We know hashtags and bright photos are necessary for success on Instagram. Beyond your photo’s aesthetics, you can engage your audience by requesting their user-generated images. With an individual’s permission, publish their content on your brand’s account and give their Instagram handle a thank you and shoutout. This personalized connection will stand out with the content owner while the rest of your community will be impressed that you took the time out to recognize a follower. This simple action will make all the parties involved more engaged with your brand and inclined to submit content in the future.
Q1: Develop a call and response relationship. Showing that you want to share photos they send you and they will share more. #sproutchat
— Josh Kohnert (@JoshKohnert) August 24, 2016
A1: Don't rely on just a photo to engage. Use hashtags, description and engage in your community's comments. #sproutchat
— Jose Watson (@Josewats) August 24, 2016
A1: Like Facebook, ask for them to like, double tap, share an emoji or comment. #SproutChat
— Brad Lovett (@Brad_Lovett) August 24, 2016
A1. Tag. Tag smartly, but tag. #SproutChat
— Reva Minkoff (@revaminkoff) August 24, 2016
A1: I love when brands invite their audience to submit their own photos via a specific hashtag. Ex: @REI #OptOutside #sproutchat
— Mary Mangione (@marymangione) August 24, 2016
Engaging on Facebook & Twitter
While Facebook and Twitter are very different social networks, images and videos resonate on both. Take advantage of the reach of hashtags and conversational nature of Twitter. On Facebook, try sharing posts with longer copy or test out long form articles.
A2 @SproutSocial FB: videos by far, employee photos, behind-the-scenes, UGC, Twitter: anything with unique images #SproutChat
— Katherine Gear (@Katgear) August 24, 2016
A2) #sproutchat
Content that connects to your core audience. Images and video seem to get higher engagement rates.— Bob Rothman (@RothmanBob) August 24, 2016
A2: The ones that aren't just a post. They are engaging enough to comment, like, share and spark a conversation. #sproutchat
— Jose Watson (@Josewats) August 24, 2016
A2: We've seen some great luck with original or interactive content that really engages with our audience #SproutChat
— Keystone Click (@KeystoneClick) August 24, 2016
A2: visuals work quite well and asking questions. Though as long as the content is authentic, it should be effective #SproutChat
— Heather Found (@HeatherFound) August 24, 2016
A2: Videos! People want something visual that they can interact with + stands out from regular pictures/content. #sproutchat
— Mary Mangione (@marymangione) August 24, 2016
A2 For us, short #howto videos work well on FB. Great image w/ link to #howto work for Twitter. #beauty #SproutChat https://t.co/mwsvKd4bFm
— Glenda Vaquerano (@GlendaVee) August 24, 2016
Measure Extensively
Determine which metrics will effectively communicate your social media engagement goals. Work with your colleagues in marketing to ensure all efforts are working together to impact the bottom line.
@SproutSocial A5: Share of voice! Who is talking about our brand in the space vs. competitors brands. #SproutChat
— Renee Coulombe (@ReneeCoulombe) August 24, 2016
A5 If you define engagement as likes and RT, measurement is easy. But engagement isn't always an instant metric. #SproutChat
— Martin Lieberman (@martinlieberman) August 24, 2016
A5: Replies, reshares, email sign ups/subscribes, likes, and article traffic #sproutchat
— ThinkTank (@Think_Tank_Mktg) August 24, 2016
A5. But what really matters is whether it ties back to the bottom line business metrics and KPIs. #SproutChat
— Reva Minkoff (@revaminkoff) August 24, 2016
A5 – I think website clicks are a great idea. But your website better be buttoned up otherwise you win on social, lose all else #sproutchat
— DREW FRIEDRICH (@CoachFriedrich) August 24, 2016
# of Page Actions on FB lets me know if people are catching the story we're telling. In our case donations. #sproutchat
— DREW FRIEDRICH (@CoachFriedrich) August 24, 2016
Present Metrics in a Format Your Boss Understands
By now you probably already know that measurements such as likes, comments and shares don’t always mean much to senior leadership. While these factors are important, they’re usually not regarded by the people who aren’t managing a community on social everyday. Track the metrics and patterns that do matter to your boss and make sure you format your social media engagement results in a way that’s easy for leadership to understand.
@SproutSocial A6: Tell a story. Highlight those high-level metrics, but leave them understanding the impact of the campaign. #SproutChat
— Jordan Bath (@jbath13) August 24, 2016
@SproutSocial A6: Tell a story with the metrics, provide definitions of metrics, and highlight impact on their biz/brand. #SproutChat
— DoubleShot Creative (@DoubleShotTeam) August 24, 2016
Million-dollar question! Important to explain WHY these are important – impact on their biz/brand. #SproutChat https://t.co/iV4izgMFK7
— Katie Burton (@KatieBurton_) August 24, 2016
A6. Are you driving traffic to other brand-centric destinations? If so you're winning social. But then you have to win those too #sproutchat
— DREW FRIEDRICH (@CoachFriedrich) August 24, 2016
A6. Give examples and break down the "why" content/campaigns were successful via story telling and numbers. #sproutchat
— Laura Pfister (@laurapfist) August 24, 2016
A6: Brand reputation is huge. If people don't know about or trust your brand, they won't interact with you. Trust -> ROI. #sproutchat
— Mary Mangione (@marymangione) August 24, 2016
See you next week on Wednesday, August 31 at 2pm CDT when we discuss, how to effectively use video on social with special guest Margot Mazur. In the meantime, join our Facebook group and get to know the other members of our community!
This post #SproutChat Recap: Social Content & Engagement originally appeared on Sprout Social.
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