When you run a social channel as a brand, band, or business, you’re really the ringleader, rockstar, and emcee to a world-size pool of people. The show you bring to stage is going to determine how much and what segment of that pool will pay attention and fall in love with you. How do you start to deliver amazing experiences to an online audience? Be a gracious and entertaining host.
What does that even mean? All of the content you create and share should not be created from the perspective that you’re doing this for the benefit of the brand. You’re creating and sharing for them. The long tail result of great content is a growing fan base and increased brand awareness. Give people a great experience and not only will they build deeper relationships with your brand, but they begin to tell their friends.
Here are some ideas to help get you started:
- Create a content calendar.
- Follow the calendar.
- Do two big things each month. This could be a sweepstakes, special sale, or free download of new music.
- Do one meaningful thing each week. It’s easy to run mini-contests in which you simply give away product to a handful of fans.
- Dish. Give behind-the-scenes content, useful tips, etc.
- Be awesome regularly.
Big things get people’s attention. Little things keep them around.
Delivering happiness through social channels is all about creating interesting content and special offers that surprise and delight. By giving people access to special events online, you can easily capture new email addresses, acquire new customers, and generate word-of-mouth and brand awareness.
Moontoast’s Social Activation Engine is a platform that lets social media marketers create sweepstakes, contests, giveaways, and commerce offers quickly and easily to manage effective social campaigns. Our apps also tie back to our Social Analytics Suite to enable you to measure the performance of each and use that data to understand not only what fans react to, but also how you can better distribute the offers. We measure using DITE methodology (discovery, interaction, transaction, endorsement) to understand strengths and weaknesses of an offer. For example, a strong transaction rate but low discovery means you can increase revenue or leads by posting more often. High discoveries but a low conversion rate can mean you need to take a look at how compelling the offer is. Looking at these and other data in the Social Analytics Suite helps to drive better campaign performance.
For day-to-day content, here are some tips we’ve seen to be highly engaging:
- Post big images. Bands can post images with song lyrics. Brands can post lifestyle or ‘results’ images from projects. Photos and videos also have a greater EdgeRank weight.
- Go on-camera. Let people behind the curtain and see the face of the brand with behind-the-scenes content or even show the social team answering questions.
- Pay attention to analytics. Some posts will get broadcast to more people than others. If a post is getting low impressions, share the post again at different times of the day to try to get more eyeballs on it.
- Remember the feed. Social content appears in people’s feeds and then fall down and off the page as other content replaces it. People do not, by and large, visit a brand’s main page once they have Liked or Followed your brand; they don’t need to return as they then receive updates in the feed. The lesson here is to post content to reach a broad audience and don’t worry about posting too often. The half-life of a post is around 80 minutes.
- Use the voice of a human, not a robot. Don’t be afraid to showcase a little (or a lot of) brand personality, not just in graphics or videos, but as the voice of the brand.
So there you go. Get into the habit of doing little surprises weekly and a couple bigger campaigns monthly. Take the stage and make it a great show!