Social media has become increasingly important to how brands engage with their current and future customers. Personally, whenever I hear about a brand, the first thing I do is look at their social channels, and talking to both trade and consumer journalists – they do the same. If a business wants to meaningfully connect with its community it needs to follow a structured approach. Kate Goodbrand-Dillon share the FSC social media team’s top tips for success.
Know who you are, and who your community is
Every brand has its own unique character and personality and social channels are where this can shine through. It’s important to define your tone of voice – it’s how people will remember the brand and how you build an engaged community. TOV needs to be in line with your brand values and relatable for your target audience. Every brand has a story to tell, and finding a voice that tells that story in a consistently engaging manner to your community is a building block to success.
Target the right people
Once you nail who you want to be talking to, you need to find ways to engage directly with that audience. Facebook, Instagram and Twitter have paid-for options that mean brands can put their content directly in front of those are most likely to buy their product or service. Through clever algorithms, the channels deliver your content to whoever you want – even down to the colour of someone’s hair (both amazing and terrifying). Using these tools mean that brands are more likely to have their content viewed by those who are happy to see it and will take action – making the path to purchase more frictionless.
A picture speaks a thousand words
‘Pixels not words’ is one of our social team’s favourite mantras. Instagram has now overtaken all other social media platforms in terms of stickiness with a whopping 80% of Instagram users going on the platform every day. So what is it that Instagram does that the others aren’t? It’s the only platform that is completely image-led, and a picture speaks a thousand words, right? Having sharp visual content is key to high engagement. When you’re competing with other brands for cut through against the ever-quickening ‘thumb scroll’, having stunning imagery that people like and want to share is essential.
Keep it fresh – and relevant
Social media is 24/7, and staying relevant really can be as simple as updating the cover photo on Facebook, or refreshing the call to action on Twitter. If a potential follower clicks onto your profile page they might, for whatever reason, decide it’s not for them right now – but they may return a few weeks later and see a fresh campaign or look and feel which gains their attention. Small and regular tweaks to the look and feel of social channels can make a huge difference to the growth rate of followers.
Check what you’re doing is working
A test and learn approach is absolutely critical to the success of your social strategy. Whether that’s checking if you’re posting at the right time of day, drilling down into what posts are resonating with followers, or just making sure that engagement rates are where they should be – social teams need to be open to changing tact to improve results. Regular evaluation with the raft of tools available is the most effective way to do this and will ensure that your social strategy is meeting your objectives.
Find out more about how Fleet Street Communications could transform your social media channels by emailing External@fsc.uk.com