Figuring out social media can be a struggle, and being quite new to the industry, I was keen to head over to the Leeds Digital Festival to attend the social media masterclass to complement the work I was already doing. There are so many questions you start with, such as; what content should I be posting? Which platform is most suitable for a business? What day or time should I be posting? Like most things, there is no ‘one size fits all’ strategy for success. What works for one brand won’t necessarily work for another, even if they are in the same industry.
WHAT I LEARNT AT LEEDS DIGITAL FESTIVAL’S SOCIAL MEDIA MASTERCLASS
IDENTIFY YOUR TARGET MARKET
When figuring out social media the first thing that you need to do is identify who you are trying to target. It’s easy to say you would like everyone to buy your product or service but realistically, not everyone will be interested.
Develop customer personas that includes information about not only who your customer is, but what influences they have around them that could lead to a purchase. Ask yourself questions such as; which platforms are they most likely using? What is the typical decision-making process of a customer? When are they in a position to need or want to make a purchase? What problem does your brand solve for them?
It isn’t worth posting if you don’t include something visual. We give brands a tiny amount of our time while we browse social media, so your content needs to stand out and be visually engaging. Video content is becoming increasingly popular and it can be a great way to show your brand and its products or services in action. People react to people, so remember to be ‘human’!
BE A GOOD CITIZEN
Use your content as an opportunity to communicate your expertise and solve problems for your audience instead of pushing sales messages. Positioning your company as an experienced, knowledgeable and trusted source of information will be much more beneficial than shouting about your products over and over again.
Create a schedule for your posts so that you have a set plan in place. This means you can easily keep on top of your content, and allow for more timely, relevant posts to be added in between.
Asking questions and responding to comments brings a personable touch to your profiles. You can do this by simply having conversations with your audience in the comment sections, hosting a Q&A or posting a poll. Never ignore negative comments and reviews, if someone has a genuine concern then you need to address it.