5 Tips to Earn Some Love on Social Media

With a touch of spring even in the Minnesota air these days, I’m putting on my love guru hat and providing advice to lonely social media accounts across the country. With roughly 1.96 billion social network users in the world, there are plenty of fish in the sea that could earn some social media “love.” And by “love,” I’m referring to engagement – follows, likes, retweets, pins, shares, messages, mentions, comments, and other votes of confidence.

It can be a cruel world for social media accounts. No matter how hard you try, how frequent you post or how many influencers you promote, you rarely obtain the follow-back you deserve. This leaves social media managers and teams disgruntled, timid to dip their toes back in the water and unwilling to trust social networks again.

I feel the pain. But keep those heads up, be patient, and follow these 5 tips to start earning the social media love you deserve.

Provide utility

Jay Baer is the author of Youtility. I met and saw him speak last year about content marketing. A lot of what he preaches pertains to social media as well. Baer says it’s important to provide your audience with utility. He defines this as useful information your audience can absorb and ultimately use to make life easier.

To do this in the content marketing world, you can write blogs, produce videos, create infographics, develop ebooks, craft whitepapers, write case studies, or build any other number of content formats. However, in the social media world, you need to provide your audience with consistent information, relevant news, friendly updates and attention-grabbing posts with easy-to-follow links so they can learn more.

This can also be described as the 80/20 rule. Eighty percent of your posts on social media should provide useful information or answers to your audience’s questions, or be used to interact with or share posts/links from influencers in your industry. Twenty percent of your posts should be focused around your products, services or upcoming events. Posts falling in the 20 percent category should always end with a confident close – see below.

Dress to impress

You can tweet in your pajamas for all I care, but when you’re posting images make sure they’re up to par with general social network standards – 880 x 400 pixels for Twitter and 1200 x 630 pixels for Facebook. Social media posts with images gain an 85 percent higher interaction rate and 35 percent more retweets. Thinking about using stock images or, god forbid, ClipArt? Don’t. Lifestyle images are well-received, and if you can produce images on your own, bonus points for you. At Brandpoint we like to use Canva to properly resize images and create a professional look.

Close with confidence

Click-through rates are a great metric to analyze for gauging overall engagement with social media profiles. With a confident close, also known as an eloquently presented call-to-action, your click-through rates should rise. If you want readers to do something specific (share, like, pin, retweet …) you have to tell them! It’s that simple. The, make it easy to do what you ask.

Don’t hate the player, hate the game

I remember Stuart Scott using this phrase on SportsCenter when I was young and loved it immediately.  R.I.P Stuart, and thanks for the memories.

This phrase also resonates with social media in the sense that the best way to get love is to dish some out. Whether or not you agree with this philosophy, it’s just how the game is played.

To play the game, create a list of influencers that have a significant followings and are seen as trusted authorities in your industry. Over time, share their content, comment on their posts and just engage with their pages. Eventually their audience will see your level of engagement with the influencer and realize your knowledge on the topic. Ultimately, the audience may look to you as a fresh and respected new voice in the industry.

Keep your eyes open

Monitor activity on your social networks daily. This is crucial to social media success.

If one of your followers asks a question, it’s imperative to respond within 24 hours to show you’re actively checking messages and quickly responding to your audience. You should also log into Analytics.Twitter or Facebook Insights can gauge who your audience is and what they are talking about. This will provide you with a better understanding of which posts to create and which topics to discuss for the highest engagement.

Like most matters related to love, your journey to love on social media will be full of twists and turns. But if you follow these five steps, eventually you’ll start to gain the recognition you deserve. At Brandpoint we’d be happy to help you find some of that love with our suite of social media services.

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