Posting on Social Media

Ways that posting on social media helps you:

It’s hard to prioritize writing for and posting on social media, but it is also integral that you do it or have it done for your company.

  • Build Brand and Brand Awareness – Your brand is more than just your company letterhead. Your brand is your entire public story. That includes your letterhead, your reputation, the way you talk, and the way people feel about you. Social media lets you say more, which gives you more control over your story.
  • Pitch products in a more human way – The way that you pitch a product is also a part of your brand. I want to illustrate this with a good example of doing a bad thing. Do you have a local shop that’s known for getting lots of radio airtime for their stupid ‘save big money’ jingles? Is that also the shop that you respect and expect to sell quality products? No, probably not. It’s probably the ‘cheap’ shop. Their marketing gimmick is a part of their story – even if they say they sell the best products, they don’t sound like they do. On social media, you get a chance to pitch your product through words, images, and sound. And your argument doesn’t even need to look like an ad.
  • Increase customer trust – On social media, you get to share your unique voice. That means, readers to get to know you a little bit. Hopefully, getting to know you will be the first step they take toward trusting you.
  • Increase organic search results – Sharing your posts on social media can increase your Pagerank. There’s several different reasons for this. For example, if you share your posts on a network like Google+, and other Google users comment on or share your content, Google’s search algorithm will be more likely to conclude that your post is unique and useful content.
  • Suggestions? This isn’t a comprehensive list of benefits of social media and customer relations (obviously). Comment what you think are important reasons to use social media.

Having the right goals when posting on social media:

When you are using social media, you need to have the right objectives in mind or you are wasting your time.

Obviously, the goals of posting on social media are (1) to get seen and (2) to get interactions – shares, likes, clicks, etc. Achieving those goals are not as easy as you might think. Not every post on social media is going to be a home run. And unless you have a captive audience, you could strike out on most or all of your posts if you don’t have a strategy.

Let’s take a minute to stress the importance of the second goal listed above – interactions. Obviously, one of the great benefits of marketing on social media is that if one of your followers ‘likes’ your post, their friends may see that ‘like’ and decide to become a follower of yours, too. But equally important to that trickle-out marketing opportunity is this: According to most algorithms for social media sites, the more that a person interacts with your stuff on social media, the more of your stuff that person will see on social media.

If your page gets a new follower, and that follower comments on and likes posts from your page routinely, that follower will see more and more from your page over time. However, if your new follower never likes or comments on your posts, they will see fewer and fewer of your posts. Eventually, they’ll see no posts at all.

So you have to get the people interacting or you’ll be posting, and no one will even be given the chance to see your content! Now what posts get interactions?

Kinds of posts on social media that are most effective:

Photo posts get 39% more interaction. “Photos get 53% more likes, 104% more comments and 84% more click-throughs on links than text-based posts,” according to this buffer post, from which I have drawn many statistics for this post. Compelling photography can be used to catch a users attention for a compelling human interest piece related to your industry or an upcoming sale.

Question posts get 100% more comments than non-question posts. That said – questions that have a yes or no answer are dead ends. Questions that require written responses get people locked in. People share opinions, creating dialogue, activity, and forming a community.  Questions that include words like “should,” “would,” and “who” get more responses than posts that contain words like “why” and “how.”

Another successful kind of post type is the “Call To Action”. One example of a call to action is the act-to-win post. These are great for trying to build likes. According to the Buffer post, 42% of Facebook page fans originally liked a page to get a coupon code. And 35% originally liked a page to win a contents.

Some Qualities of successful posts on social media:

These are some interesting figures to note from the Buffer article. They don’t require much elaboration!

  • Shorter posts get 23% more interaction.
  • Using emoticons increases interaction by 33%. Posts that use emoticons get shared 33% more often.
  • Engagement is 18% higher on Thursday and Friday than on other weekdays.