If you are doing social postings for a brand, do you ever stop to think about what your target audience values or are you just posting a product-push? I am still surprised at the amount of pure and blatant product push brands post on their Facebook and other social channels.
Just stop and think of your own personal use … you are catching up with friends, looking at photos of their night out on town, their family, or something of that nature, and then you see a post in your newsfeed that reads “Doctors report that ___ deodorant keeps you 90% dryer.” That will really motivate you to take action and buy the product, right?
And the sad reality is that “Your Average Facebook Post Only Reaches 12% Of Your Friends.” But all is not that bleak. You can post compelling content AND increase the number of likes that see your posts. Facebook uses edge ranking to determine what posts are seen by what users. One of the key factors of post visibility is whether or not particular users engage with the brand. Engagement is such actions as liking posts, commenting, or posting on the brands page.
Engagement is key to social success – both from a strategy and empirical approach. I have stated this numerous times. But three things happened this week that motivated me to hit this topic again.
First, I read a pretty straightforward article on digiday.com titled, “5 Most-Liked Brand Posts on Facebook.” Second, my article last week about my sister’s strong motivation coming from social engagement as she fights cancer, “Tell Me You Don’t Think Social Connections Matter After Reading This” was read far greater in a week’s time than any other post in the same time period. And the clincher was that someone I work with asked me for examples of compelling posts as we prepare to help one of our existing clients.
There is no “known” formula for good posting (although the edge rank site referenced above does provide strong guidance). But there are things to consider to optimize your audience engagement. Here are four considerations:
1) An inspirational human story – everyone loves a story of the underdog winning. Highlight a customer that deserves kudos.
2) Tap the passion of your target audience – whether it is a sports team, music group, charitable organization, or some other aspect of your market’s passion. Talk about them. Highlight them. Tie your company values or product position to something they stand for.
3) Nostalgia – everyone likes to be taken back to the “good old days” when they remember a show, concert, moment in history. Something that stirs a strong positive feeling. Go back in your history and tie it to an important date.
4) Breaking news – CNN is not the only source for breaking news. You can be too. Try to align it with the interest related to your offerings or your audiences’ interests. Curate pop culture events.
Think about the posts that interest you the most. Are they human interest stories? One that captures your emotions and passions? Something that takes you back in time or gets you in the know first? Think beyond product promotion … social marketing is best for socializing, not promoting.
Make It Happen!