As part of ACC’s ongoing webinar series, hosts Mallard Holliday with Cox and Emily Kaiser with Discovery recently discussed how they achieve communications goals in social media campaigns. While the barriers to entry on social media are low, it’s important to consider the risks and requirements to truly engage online users. Mallard and Emily recommended four key elements to consider when developing your next social media campaign.
Put Content First
Content remains king when it comes to social media management. Each social media platform demands a specific set of assets, in unique formats and with a specialized viewpoint. Simply cropping the same image for Twitter, Facebook, Instagram, SnapChat and your blog will not equate to wider engagement across all platforms.
To follow platform best practices, be sure you know the vibe and the trends specific to each audience. Once you understand the platform and your target audience, create customized content. And if your team doesn’t have the resources to produce a large volume of unique content, limit your campaign to the most active platforms.
If You Build It, They Might Not Come
As frustrating as it may sound, creating a robust social media profile, full of original content and great talking points, might not actually draw an audience. Many social media platforms are adopting a “pay-to-play” model, which means your content will not be served to your fans without paid promotion. With such platform limitations in mind, remember to ask yourself “would I put money behind the post?” If you don’t think your profile or featured content warrants a social media spend, that’s a sign that you might want to rethink where you are launching new social media profiles.
Stay Topical And Jump On Trends
Along with planning a strong editorial calendar, complete with your key communications goals, be sure to track outside media trends. By “hijacking” existing trends, you can effectively reach a wider audience. Online users want to engage in relevant conversations, so expanding beyond your own pre-scheduled talking points is essential to staying relevant and relatable.
Get Influencers To Do The Heavy Lifting
As part of social listening and conversation tracking, it’s important to look for users with notable followings. Enabling outside influencers to spread your message is a good way to break through to a wider audience. To reach influencers, consider providing them with exclusive content and cross-promotion. Also consider devoting part of your budget to hiring influential social media users to promote your communications goals, with full disclosure about the relationship.