by Paul MacKenzie-Cummins, Editor and Managing Director of Clearly PR
Social media’s primary goal is to build your organisation’s online branding and drive traffic to your website. It takes time – time to source and produce content in the first place and time to achieve the desired results. But chances are you may not be getting as much traction from each piece of content that you are producing as you could be.
If social media forms part of your promotional strategy, here are a few ways that you can get more from your content than you currently do.
Share your content more frequently:
As soon as you publish a new piece of content on your website or feature in the media, promote that content more than once over a period of time. If you use social media scheduling software such as Buffer, Sprout Social, Hootsuite or Tweetdeck you can do this relatively quickly without the need to post your content in real time.
We recommend posting:
- Same day
- Next day
- Twice next week
- Next month
And schedule your posts based on the following:
This enables you to get more mileage out of your content and extend its shelf-life. In doing so, you reach a wider audience as no single post will catch everyone at the same time. It’s like advertising in a magazine or newspaper – if you expect to raise awareness of your brand and generate a strong response, advertising just the once simply will not do it.
You need to build awareness by maintaining a regular presence. After all, it took more than one Tweet from NERC to generate the Boaty McBoatface (now The Sir David Attenborough) hype.
Vary the message for each post:
The last thing you want is to look lazy or appear as though you are spamming your audience with the same message over and over again. So change the content of each post rather than copying and pasting and scheduling it for a later date.
Although you are still directing your audience to the exact same piece of content, you are varying the content of the ‘hook’ that will drive them there. Here is an example of how we have employed this approach ourselves:
Add imagery to your posts:
Using an image on social media makes your posts 94% more likely to be read and acted upon (source: HubSpot), because the brain processes visual information 60,000 times faster than the time it takes for the brain to decode it.
But make sure that you use images that have resonance with the content itself and don’t forget to ‘name’ each image you use too. If posting an image relating to a blog post about cyber security for instance, name that image ‘Cyber security ClearlyPR’ so that the next time someone is on Google Images and types ‘cyber security’ into their search, your post will come up.
Keep tabs on the news:
If you have produced a blog post recently and the subject matter features in the news, piggyback onto it. For example, we wrote a post a few months back on unconscious bias in the hiring process and at the end of April efforts made by KPMG and HSBC to overcome unconscious bias in their recruitment processes featured in The Telegraph.
So we posted The Telegraph’s article across our social media networks and because the subject was front of mind within the media, we reposted our article on the same day even though it first appeared two months previously; thereby increasing the views of our article.
Tap into the public consciousness:
Sometimes you need to think creatively about your social media posts. While sharing valuable information with your audiences is a great thing, you also need to remember the need to inject ‘personality’ into your brand, too. This has worked incredibly well for us.
In June 2015, Bloomberg published a report on business etiquette and one of the areas covered was the right and wrong way to sign off emails – something that is a bug bear of mine. So I took to social media to comment on this.
The piece in The Telegraph, for instance, was shared 845 times on Facebook, 444 times on LinkedIn and 171 times on Twitter, receiving 268 comments. The same piece in The Guardian was shared 541 times and received 346 comments.
The point being this, if you have an opinion on something that captures the imagination, then share it. I never thought for a second the impact of expressing my views on email etiquette would have but hey, it drove a huge amount of traffic to the ClearlyPR website and it made people aware of who we are and what we do. After all, we’re also in the business of building our online brand too!