At this point, it’s safe to say social media isn’t going anywhere. On the contrary, in fact. Social media has become a major player in connecting with your consumers, building a strong brand and putting your message out there. As marketers, we need to understand that social media is its own medium, unlike anything else. The same way that we’d approach print differently than TV, we need to approach social media with a unique and specific strategy.
But how do you go about developing that strategy? Start with a key part – the social media calendar. In essence, marketers map out all of their future posts, much the same way that you would schedule TV or radio spots. This can be easier said than done, though, so we’ve boiled it down to four easy tips:
- Expand your idea of content – To stay interesting and make consumers care, you must push your idea of what is relevant content. If you’re a gym, it’s easy to think that you should be talking about working out. But don’t forget to cover general health, fitness, dieting, sports apparel – anything that links back to your gym – as well. Expanding on the topics you cover allows you to draw from a much broader content base and post more frequently.
- Take advantage of time – Social media is so immediate that we need to take advantage of what’s happening at any exact moment. If it’s Black History Month, tailor your content to dovetail with that. Father’s Day? Valentine’s Day? Your content should be specific to what’s happening now. Stay connected to your brand, but take advantage of what’s happening in real time to keep your content relevant and interesting.
- Get people engaged – Don’t just start posting. If you pop up out of the blue, people will never connect with your social media content. Start a contest, offer coupons, provide free gifts… do anything that will get people reading your posts. Once you have someone following or liking you, the chance of your future content reaching him or her skyrockets.
- Don’t get off track – Above all, don’t lose sight of your brand. Don’t deviate from your brand’s key message or proposition, and make sure that you maintain a consistent tone across all social media content as well as across mediums. If your TV ads are sarcastic, your tweets and posts should be, too.