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The 2019 SOCIAL MEDIA CH CKLIST How to Maximize Post Engagement 2 Introduction Today, the majority of consumers cant imagine their lives without social media. Its woven into our society, and has transformed the way we communicate. Throughout the 21st century, social media as a whole has adapted to meet the needs of its users. Brands also joined the arena, battling for consumers attention. With all of these changes, audiences have become more distracted and discerning when deciding whom to follow and whom to trust. Thats why Rebrandly and HubSpot have joined forces to create this Social Media Checklist to walk you through all the steps of successfully posting on social media, from setting goals and identifying your audience, to writing your call-to-action and uploading the optimal content. By following these steps, you will maximize audience engagement with your posts and, over time, will understand how your audiences differ between platforms. Marketers today must segment their social media strategy in order to successfully interact with potential and existing customers online. Since social media is integral to the way your audience communicates, its essential that your brand knows how to connect and talk with them while considering each social networks limitations. Writing on social media on behalf of a brand is much more difficult than managing your own accounts. This is a guide for marketers that breaks down everything you should do before you publish your next post on social media. In this guide, we will explain how to obtain high engagement while maintaining brand value on social media with every post you publish.Before your share, its important to. Social Media Checklist Identify the Audience Remain Consistent 2. 7. Understand Each Platform Re-size Visuals 4. 9. Be Human Use Hashtags 5. 10. Set Goals Add a Call to Action 3. 8. Use the Best Tools Optimize Links 1. 6.4 1. Mozs Fresh Web Explorer - Analyze brand mentions, your competitors, and keywords before you post. 2. Grammarly - Check writing style and grammar with this extension right in the social media platform youre posting in. 3. Rebrandly - Share every link on social media with your brand name, what you do, and where the link will lead. 4. Ritekit - Identify and choose relevant hashtags for any brand to help you be heard on social media. 5. Help.PlagTracker - Run your posts through this plagiarism checker to ensure your brand originality. Use The Best Tools 1. 6. Hemingway App - Scan your copy before its published to make sure no sentences are too complicated or wordy. 7. HubSpot - Schedule posts, monitor mentions, and track the impact of your efforts on your companys bottom line. 8. Canva - Create designs for your social media posts from templates with this free online drag-and-drop tool. 9. Unsplash - Free, high-quality images and photos that can be downloaded and used for any project or social media post. 10. Social Mention - Monitor trending topics to learn what content your audience is interested in and track brand mentions. Creating posts for social media is easier when you have tools. Weve pulled together some of the most helpful tools and plugins to aid your writing on social media. 5 Identify the Audience 2. The first step to posting on social media is knowing who youre writing for. Once you identify your audience you can tailor the posts you share on social media, the tone of your messages, and where youll look for new audiences. Ask yourself: What is your ideal customers biggest problem? Where does this customer go to get their news? What are some problems they face day to day? Who does your ideal customer follow on social media? Why is your ideal customer on social media? What connects your ideal customers? Is it a location, job, an industry, or a topic? It could be a mix of a few. 1. 2. 3. 4. 5. 6.6 The answer to these questions varies depending on your company. Usually, the reason customers purchase a product or service is for more than just what lies on the surface. Think about what motivates them, and consider their goals. Once you start thinking like them, it will be easier to deliver a message that resonates with them on social media. Once you establish and understand the specific, targeted problem or need that your audience faces, youll be able to work to solve it better than your competition. Once you know the why behind the audiences actions and perceptions, you will be able to write in their tone, as well as understand what they want to gain and learn from you. Once youve formed this abstract view of your audience use Google Analytics, analytics within individual social platforms, and link tracking to learn more about your audience. Learn how to track links with Rebrandly to measure the effectiveness of every social media post here: Rebrandly.blog/ TrackSocialMediaLinks By taking time to learn about your audience, you will be able to develop social media campaigns and content that meets their needs. If your brand is well-established, you can learn about your existing audience by analysing the followers that regularly engage with your content. If youre targeting an audience thats very different to your most engaged followers, you might need to reset your strategy. Similarly, if your brand is very new, youre going to need a strategy that can cut through the noise and deliver your message to the right audience.7 Once you map out your audience, consider the value youll be creating with your social media post. Every time you share something there should be a reason for it. The goal of every post typically falls into one of the two following categories: promoting and community building. Posts focused on community building center around fostering relationships with customers, whereas promotional posts are created with a defined objective in mind, such as a sale, registration, or a download. The most effective social media strategies use a combination of both categories. The majority of posts you share should build a community, rather than directly sell. When planning your social media calendar and deciding how often you should share community oriented content compared to promotional content, consider the 80/20 rule. 80% of posts should be of the community building type, and 20% can feature a direct sales pitch. Although this ratio might seem stark, remember, social media is for building relationships with your audience and other brands, and not for direct selling. If you dont first build up a strong rapport within your community, it will be hard to sell to them. Rather than thinking of your audience as resources to harvest for the next upsell or cross sell opportunity on social media, think of them as individuals that you want to build a relationship with and understand. Set Goals 3.8 Once your audience sees your brand as an expert in the field, its only natural for them to look to you to solve their problems, or in other words, purchase your product or service. When nurturing your audience, you want to tell them who you are, what you stand for, and how your product will benefit them, without asking them to buy anything. People are looking to build a relationship with your brand before making any decisions. Jaguar found that sweet spot between writing promotional and community building posts. They honed in to understand what their target market wanted, crafted copy that played on the “theme of exploration,” and managed to fit in a call-to-action that directs its audience to find out more. 9 Now that you have your audience and goal mastered, its time to decide which platforms are best for your brand. No matter what platform youre writing for, each post you send can contain a combination of four elements: text, hashtags, a link, and an image. In many cases, the most difficult and important part of any post is writing the text. Hashtags create categories for the audience, links direct them to find out more, and the image draws them in. See the example from HubSpot that brings all four of these elements together in one post. Each major social media platform has a different purpose and audience, with different restrictions for characters, images, and a different voice and style all together. Keep reading for a breakdown of how to write for Facebook, Twitter, LinkedIn, Instagram, Snapchat and YouTube. Understand Each Platform 4.10 Facebook 68% of all American adults are using Facebook, according to Pew Research Centers social media usage report 2018. However, they dont just have an account. 74% of Facebook users are visiting the site at least once a day. Facebook is used by people from very diverse demographics, with users that are in their teens and over 65. When youre writing for Facebook, its important to keep that in mind, because the platform has such a wide reach, your messages need to stay focused on your target audience. Less than half of marketers believe that their Facebook efforts are effective - this is most likely due to the types of content that is being shared on the platform. It seems that just as you begin to understand how to maximize engagement with Facebooks newest algorithm, it is updated. The reason for the updates is to provide a better experience for consumers, but these updates can be hard for marketers to keep up with. The algorithm prioritizes posts from friends rather than from pages, because they are moving the platform back to its original purpose, to connect people. Instead of focusing on sharing promotional content, develop your story and engage in conversations. 76% of Facebook users are looking for interesting content when they log on. Capture your audiences attention with content accompanied by a video or image, in the hopes of them clicking through to your desired destination. Lamborghini uses its Facebook account to highlight the features and beauty of its cars, as both of these are of interest to their target audience. The Dos and Donts Share interesting and engaging content Directly sell to your audience x11 Twitter In 2017, Twitter upgraded its character count from 140 to 280 for all languages except Japanese, Chinese, and Korean. This increase gives marketers more freedom to get across their brands tone, message, and personality on the platform. This move is great for marketers because they now have the chance to use Twitter as a storytelling platform. Since Twitter conversations can be short and casual, your brand has the opportunity to constantly interact with consumers and other brands. There are many ways to do this, from replying to your audiences questions and comments, to finding relevant discussions to your industry. Harvard University makes use of the extended characters available on Twitter to better tell the story of its Presidents trip home. The Dos and Donts Be casual and conversational Ignore comments and retweets x 12 Instagram Instagram was the fastest growing social network of 2018, and is on track to continue growing in 2019. On Instagram, there are three possible ways to tell your brands story: by posting a photo or video on your profile or by creating an Instagram story, and through the copy and link in your bio. When posting a photo or video to Instagram or updating your bio, you have time and control. Since there are so many moving parts on Instagram, it creates an environment of organized chaos. This is great for branding, because your audience can get an idea of the many sides and layers to your brand. Although Instagram is an app centered around sharing photos and videos, the way you construct your captions and bio has an impact on your brand. The main difference between Instagram and the other major social networks is that on Instagram, you can only share one link at a time, and thats located in your bio. This means you need to make sure that your bio both showcases your voice and tone, while creating a clear path to direct customers to your site. Chinese Takeaway giant, Panda Express, makes the most of their bio by promoting their most recent addition to their menu. Since their brand is well known, theyre able to use the bio copy for a promotion, while prompting the audience to try it by clicking the link. The Dos and Donts Share bold and creative images and videos Treat Instagram like a product catalog x13 LinkedIn LinkedIn is built around creating networks and connections. It differs from the other social media platforms weve talked about because its audience is mostly business professionals. If youre a B2B company, LinkedIn is extremely beneficial because it gives you the chance to be more direct and promotional. When writing on LinkedIn, be authoritative, informative, and news-oriented. Think of posting on LinkedIn as a way to spur conversations with people in your industry. Posts should vary from sharing trending news related to your area, to posting pictures of a team dinner or upcoming events that are hosted by your company. You want to showcase all of the angles of your business, from your product to your team, to the overall market. Dont be afraid to join groups and communities of people in your industry or in your target market. Snapchat Although Snapchat is centered around sending short, disappearing photos or videos, writing on the platform helps to get both your brand story and CTA through to your audience. With over 188 million daily active users, the platform is mostly used by 18-24 year olds. Depending on your brand and your audience, Snapchat could be beneficial to your social media marketing strategy, but it can be time- consuming. Unlike Instagram, there is not an option to create a profile on Snapchat, so your creative efforts will go towards creating Snapchat stories or sponsoring a geofilter. Keep language casual and regularly update your Story to wrap in your overall brand story into each message. Geofilters can be used no matter what your brand is. Target your audience based on a specific building, like your store, or a wider area like a festival or a city. The Dos and Donts Share informative and relevant content Be unprofessional or controversial x The Dos and Donts Be engaging, tell stories, and drive urgency Post too frequently or share lengthy stories x14 YouTube YouTube may be a video platform, but written content has a major role to play in getting your videos seen, viewed and shared. After all, it is the worlds second-largest search engine, after Google. YouTube descriptions also play a role in how the audience discovers your content. For example, Rebrandly uses its YouTube video description as a place to explain the video (while using keywords and short URLs to increase searc
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