• Emily Foucault

Engagement is King

How’s your social media stacking up this year? Even if you’ve been tracking on pace or ahead of your plans, with the rate at which social media changes, there are always areas where you could be making gains.

But fear not, we at ThinkHatch are here to help. We’ve compiled a list of the top ways to increase awareness on social media through 2018.

And while we’re on the topic of social, are you following us? You can catch us @ThinkHatchCA on Facebook, Instagram and Twitter.

1. Determine your most important engagement metrics to measure success:

Long gone are the days of ‘Likes’ being the be-all and end-all in social media. In 2018, what matters most on social media are the metrics that are going to have the biggest impact on your bottom line and yours alone. Got an online jewelry shop? Then how are you tracking on Instagram’s new in-platform shopping feature? Trying to spread buzz about a cause your company is aligned with? Then how are you capitalizing on Twitter engagement? There is no longer a one-size-fits-all metric on social media, so the key is figuring out your social media goals and then the metrics that best fit those. Some potential goals to consider are to drive in-person sales, increase ROI or increase brand loyalty.

2. Investigate your social media competitors:

Social media has made brands more transparent, and while that’s good news for consumers, it’s also great for businesses trying to get a glimpse into their competition. If you aren’t using social media to investigate your competition then you’re missing an opportunity that’s being given away for free. Task a member of your staff with creating a report on your competitive set on social media and use that intel for everything from positioning your own social media posts to changing operating methods.

3. Invest time in creating video content and live video events:

Video has exploded on social media in the past couple of years. One study estimated that there’s been a jump of 99% in branded video views on YouTube and 258% on Facebook between 2016 and 2017. And on Twitter, a Tweet with a video is six times as likely to be retweeted than one with a photo. Facebook’s CEO, Mark Zuckerberg even called out video as a “megatrend” in 2017. So, if you aren’t using videos to drive engagement on your company’s social media channels then you should be considering how you can in a way that maximizes your goals.

4. Create content series’ to foster longer-term social relationships with readers:

If you’ve ever been sucked into a six-hour Netflix session binging the latest season of Stranger Things…or re-watching The Office for the 1065th time, you know series have addictive powers. And you should be using those powers to foster longer-term social relationships with readers. Got a blog post idea?

Brainstorm it with your team and create a way to turn it into a three or five-part series that can be carried across your social platforms.

5. Gain the respect of your audience by being present and engaging with them:

Speaking of that content series, you can build on the relationship you’re creating with readers by creating opportunities to be consistently present and engaged with them as they’re interacting with content. One example would be to ask readers for feedback on the types of content series they would like to see on your sites next or to create scheduled live chats to talk about an issue that’s come up in a post. Remind customers that there are humans behind your brands while keeping the brand message and voice in mind.

6. Apply social media tests:

A benefit that companies of 2018 have on social over those from the early days of brands being on Facebook and Twitter way, way back in 2009 is the ability to conduct rigorous social media tests on everything to do with your account. Every business on social media should have a social media measurement tool. Of course, there’s Google Analytics, which can track social media campaigns and measure ROI, as well as platform-specific options like Iconosquare for Instagram, Snaplytics for Snapchat and Facebook’s Atlas measurement tool. As management thinker Peter Drucker said, “you can’t manage what you can’t measure,” so keep a watchful eye over everything going on with your social channels at all times.

7. Keep up with the new developments in automation and AI with social media marketing:

Automation and AI are changing social media marketing at a breakneck speed, and while it can be tough to keep up, the trend is one that can benefit your company online. For instance, services like AgoraPulse can be used to automate social media activities across channels while also measuring relevant KPIs. Social media companies are constantly using AI to tweak the algorithms on Facebook and other channels, so stay on top of it by knowing your social stats so you’re better able to change tactics on the fly as the platforms evolve.

Want to know more about how to use social media to boost your bottom line? Reach out to us at info@thinkhatch.ca!