- What is the goal?
What are you trying to achieve from your social media accounts? Before you start that goal needs to be determined. If you are trying to sell a specific product, then you need to create content supporting that product to inform customers why this product is best for them and why they need to purchase it. If you are trying to get your brand name out there you need to post content that goes along with the essence of your brand. For example, if your brand has strong Christian values post bible verses, encouraging thoughts or any content letting your audience know what is important to your brand.
- Who is my audience?
One very important aspect of social media is knowing your audience. If you do not know your audience, you will not know what type of information will appeal to them. If your audience is middle aged men Twitter and Instagram may not be the ideal platforms to use but Google+ and Facebook may be better. As for information, colorful infographics will not be the best way to communicate with this audience either. Not looking into your audience’s interests will cause you to fail on social media.
- What type of content should be posted?
This depends on both your goal of the platform and your audience. You want to post content that will help you achieve your goal and also something your audience will be interested in. Look into what the platform(s) you are using are mostly used for and see what companies like your own are doing on social media. When looking at your competitors determine what they are doing right and wrong, and be sure to identify if their audience is the same as yours before trying something you saw that had a good reaction.
- How do can I tell what is working?
Facebook is a great platform to look at analytics. You can see how many people have seen your post and the demographics behind those people; hopefully the majority is within your target audience. The real determination to tell if your content is working well is not the amount of followers you have but the amount of interaction you have on your page. You can have 100,000 followers but if no one is paying attention to your content or taking the time to comment, like or share what is the point? If your page is creating a lot of likes and positive interactions then you are doing it right, try something different to determine what is not working for your brand.
By Nicole Pilbeam, Account Executive, Communication Department