Five hot tips to finding organic social media success
To many it seems like organic social media content has lived a long and prosperous life, but it’s reign has come to a crashing halt. And while social media advertising is now where marketing budgets are allocated, there is still plenty of value in developing organic content. The caveat here is that it must be done with thought, and it must be done well.
Here are a few of our top tips for how to post meaningful organic content that doesn’t have to cost you more than a few hours:
Tip #1: Cadence, cadence, cadence.
Your organic content can only gain traction if you’re putting it in front of the right people. And you can only get in front of the right people, if you have a strong online network. Developing a strong follower base will ensure that after all of your hard work, your content is getting the love it deserves.
To do this, you’ll need to find your sweet spot. What works for your competitor, might not work for you. Start with one or two posts per day on LinkedIn, Facebook and Instagram, and three to five on Twitter. Saturating feeds will have the reverse effect and deter followers – so play it cool (and carefully).
Tip #2: Speak to your audience.
It may sound too easy, but always keep your audience in mind. With every tweet and every picture you post, make sure you are speaking to the people you want to listen. For example, if you’re a small business selling software to Business Analysts, find out what they are interested in learning about and share that content. It might be project management, requirements management, or Agile best practices. Don’t start talking about lessons your CEO has learned from raising capital.
Tip #3: Variation is more than important – it’s necessary.
When you’re drafting social media content, be sure to vary the type and substance of posts. For example, on Twitter you might plan for one retweet, one reply, a post promoting your latest blog post, and pose one question to promote engagement. Your followers will get very tired, very quickly of seeing just blogs or only retweets from your account.
The name of the game is to monitor and engage. If you’re spending five hours planning and drafting content, you should also be spending five hours monitoring. Monitoring involves a few different things, but what’s most important here is that you’re actively building an online community. Just remember, people will not be champions for a brand that doesn’t show up.
Tip #4: Let’s get visual!
Even if your tone is serious and professional, don’t be afraid to use photos, GIFs, videos and even emojis. Here are some great stats on why you need to incorporate visuals into your posts to improve engagement rates all around.
Organic social content, as opposed to paid content, gives you the flexibility to figure out what works best for your audience – without making financial sacrifices. Take the time to test different types of multimedia and see what resonates with your audience. Analyze which posts did better than others and the reasoning behind these stats.
Tip #5: Success is subjective.
There are plenty of social media metrics that your business can measure and track. I particularly like Hootsuite’s very robust list of measurements, categorized by awareness, engagement, conversion, and customer metrics. In order to not get overwhelmed and drown in a sea of numbers and charts, what’s most important here is that you are using metrics that matter to your business. Let’s go back to the software company example. What’s most important to them is likely how many website visitors have submitted a form to schedule a demo. This information is crucial to determine up front as your content will be tailored to achieve these topline goals.
I hope these five tips gave you some faith in the power of organic content. It’s a sure fire way to build up an organic audience and develop a strong online brand, whether it’s your only social media effort or complementary to others.
Here’s to social media success,