If you’ve got a smartphone in your pocket, you are surely no stranger to some form of social media. From checking Twitter for updates on the latest dine-in restrictions (boo Covid-19), and posting #InstaWorthy stories of last night’s dinner with your best mates – it’s always exciting, and ever so addictive.
However, if you’re here, you know that social media doesn’t just work well for keeping up and catching up — it also provides an avenue to share information about your brand, build a community of like-minded individuals, and connect with consumers in authentic ways.
Social media is powerful stuff — which brings us to the big question, how can you harness that power and turn it into engagement and results? If you’re looking to get your brand started on social media, here are some pro tips to keep in mind.
Tailor your content to work on different social media platforms
Social media channels are in abundance, and while they may appear to serve the same purpose, they’ve got their own strengths and unique characteristics that help them effectively reach different sorts of audiences using varying content formats. Let’s break down a common few that you might be familiar with.
- Facebook connects businesses with like-minded individuals, and is ideal for sharing content such as announcements, images and videos. In particular, video performs better than other types of content on this platform, and you can easily add page links to drive traffic to your website.
- Instagram provides a visual way for businesses to to connect with their audiences. Aside from being an aesthetic outlet to present a curated brand personality, it also allows businesses to create interactive Stories and LIVE videos for two-way engagement..
- Twitter is a great platform for businesses to start social conversations or make important announcements. Similar to Facebook, Twitter also allows for clickable links that can send traffic back to your website.
- LinkedIn is the place to be if you’re looking to build thought leadership, establish yourself amongst peers and network with potential partners.
- TikTok allows businesses to reach the younger crowd with short-form videos that are perfect for grabbing attention. It is a versatile platform that thrives on creativity, while giving you the opportunity to hop on trends that are relatable to your audience.
Choose the channels that work for you
Too much to absorb? If you’re feeling overwhelmed, the good news is you don’t have to use all available social media channels – just the ones that work for your business!
To determine the right platforms for your needs, start by defining your purpose. Are you looking to sell a product? To build a community? Or to inform and educate? If I work in events, Twitter may be the perfect platform to broadcast announcements and hold lively discussions on what programmes to carry out next.
Then, look at your target audience. What are their ages, demographics, and interests? Different generations consume content differently. For example, TikTok is a great way to reach younger audiences, who are gradually moving away from platforms like Facebook. While Millennials may be more active on Instagram, they still frequent Facebook for video and news content.
Don’t be afraid to experiment
Now that you’re all set up for social media, it’s time to get some engagement going. What works for one organisation might not work as well for the next, so experimentation is key! From IGTV interviews, AMAs, video content, giveaways, mini-games or interactive Stories, there’s so much to play around with.
If you need some inspo to get started, here’s an example of a fun little game we put together during Easter for Singapore Sports Hub, that achieved four times more organic interactions than usual.
Be authentic, be human
An important thing to remember is that authenticity is important. Mindlessly jumping on trends to appear relevant, for example, is an instance where audiences can tell that content is not genuine. So make sure that whatever you advocate for on social media is something your business is really taking action on and translating into real life.
People enjoy engaging with real people, so share human interest stories, spotlight your employees, and provide your brand with a face that your followers can relate to. Another way to lend a personal touch to your social media channels is to set up community management, answering queries, responding to comments and interacting with your followers on a deeper level. This will help you to build relationships and a true sense of belonging that will leave audiences always looking forward to more of your content.
Need help with navigating social media? You’ve come to the right place: [email protected]