Social Media the 4-1-1 rule.
Andrew Davis, author of Brandscaping: Unleashing the Power of Partnership, has laid out this rule to create engaging content:
For every 6 pieces of content shared via any given channel
- Four should be pieces of content from your influencer target that are also relevant to your audience. This means that 67 percent of the time you are sharing content that is not yours, and calling attention to content from your influencer group.
- One piece should be original, educational content that you have created.
- One piece should be sales-related — like a coupon, product notice, press release, or some other piece of content that no one will likely pay attention to.
Be interesting and relevant.
In his book, Youtility, renowned American marketing consultant Jay Baer says
“If you’re creating content that’s interesting, useful, and helpful, your customers and prospects will do more of your marketing for you, helping your company work less arduously and expensively on interruption marketing in its various guises.”
Most organizations start with social media, only later to find that social media, in the content sharing sense, will only work if you develop amazing stories that help to solve our customers’ pain points.
Create fantastic content
According to Jason Calacanis, internet entrepreneur and blogger, the perfect content product can be described by these five characteristics:
- real time
If you look at the most popular sites in the world right now, like BusinessInsider, or Huffington Post, they abide by these five tenets. So should you.
With tools like GetKudos, and ServiceKick, it’s the work of a second to have glowing reviews of your organisation posted throughout your social media channels by happy clients and customers. If you make your clients happy, they’ll be glad to spread the good word.
Calls to action and conversation
Never be afraid to ask your followers to act. If you do this in a respectful, non-clickbait-y way, your readers will oblige you. Phrases to use can include
Facebook: “Like”, “Share with your friends”, “Leave us a comment”
Twitter: “Please RT”, “please help”, “spread”
Engaging your followers in conversation is a great way of garnering interest in your page. If they leave you a comment, respond to them either by liking their comment, or answering with a comment of your own. This will encourage them to not only return to your page, but be more likely to engage with you again.
Whether it’s making a funny infographic out of this month’s figures or posting a picture of the office cat, optimising images is definitely a strategy to employ. Research from eMarketer has found that Facebook posts containing images are the most shared with a 87% interaction rate. Twitter has found that tweets featuring an image URL will results in retweets by 35%.
To get the most out of images, you want to create a variety of captivating images. Examples would include infographics that contain stats regarding your industry, inspirational quotes, a humorous “Caption This” for followers to fill in or asking them to share images of them enjoying your organisation’s products or services.
Grow your social media base, get more likes, more shares, more re-posts! Engage with your followers and be liked.