Updated: Mar 29, 2019
Keeping tabs on social media best practices is getting more and more difficult as changes in algorithms seem to crop up virtually each quarter. As tricky as it can be to keep up with the changes, though, no one is denying the ever-increasing importance of having a strong social media presence for your brand.
Not to worry -- we’ve rounded up a few things to keep in mind when you’re putting together plans for your brand’s social media presence:
Video content is always a plus. In most cases, photos are good, but video is better. They’re a fast and engaging way to deliver information AND can be a great way to convey your brand’s personality, look, and feel. People make stronger connections to videos because they can connect to them emotionally, so try to introduce those into your social media content often. (That said, be sure the videos are well done and on brand!)
Take advantage of personalization tools. Customers are now used to personalized emails and other touch points that speak directly to them, so do the same for them within your social accounts. Create tailored content for various audiences and then push them out to the appropriate customers using social tools.
Lean on user-generated content. Let your customers speak for your brand and create social content and conversations for you in the process! You can encourage this by asking questions of your customers, fielding contests, etc. You can also glean some great content ideas just by paying attention to the kinds of comments your customers are leaving on your posts.
Find your frequency sweet spot. You don’t want to post so much that you’re annoying your customers, but you don’t want to post to little that you fall off their radar. Experiment with frequency of your posts and keep an eye on your social media analytics and engagement to find what that perfect balance for YOUR brand is.
Stay authentic. As with all things you do for your brand, be sure to stay true to, well, your brand. It can be easy to want to emulate every other clever thing you see another brand do on social media, but stop and think about whether those things make sense for your brand first before putting them out into the social media universe. Customers are savvy, and they can tell when something just doesn't feel right coming from you.
Explore paid ads. Organic reach is on the decline, so even when your content is stellar you might have to put some dollars behind it to ensure your customers are actually seeing it.