Shareable Content – The Key to Engagement Success


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Think about a video, photo, or story that has gone viral. Its popularity is evident in the number of likes, shares, and comments each receives, proving there is a direct correlation between shareable content and high social engagement. But with so many new platforms to manage and so much happening on any given day, how can you effectively manage time and content engagement? Find out how.

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Shareable Content – The Key to Engagement Success

  1. 1. When President Obama won his second bid for election, he made history in more ways than one. Outside the political sphere, our newly reelected President made social media history. Shortly after his victory was announced, President Obama posted a photo to his official Twitter and Facebook accounts. Within hours, the photo of him embracing his wife Michelle, simply titled “Four more years,” became the most liked and tweeted photo in Facebook and Twitter history. A few weeks later, a man virtually unknown to the world, shared a Facebook photo that nearly quadrupled the President’s photo in shares. In the frenzy of the $588 million Powerball jackpot, Nolan Daniels shared an image of himself holding the alleged winning ticket, claiming to be one of the winners. But that’s not what made his photo a viral phenomenon – his attached message of “Share this photo and I will give a random person 1 million dollars!” quickly resulted in over 2 million shares. Shareable Content - The Key to Engagement Success Twitter AccountPublishTwitter AccountSocial Media Tip: Photos are the most popular content type for engagement. The photos President Obama and Nolan Daniels posted illustrate the direct link between shareable content and high social engagement – evident when something goes “viral.” The more compelling and provocative the content is, the more likely it is to be shared across multiple networks. However, with multiple outlets and audiences to share with, social media management is often time consuming as it takes time to find the right content to share. And when the right content is found, marketers, community managers, and social media users are constantly copying and pasting or signing in and out of different accounts to share the content with the appropriate audience. The time spent on the seemingly simple task of logging into accounts to post begins to add up and become cumbersome, especially for those managing multiple accounts for numerous companies or businesses. With so much happening on any given day, especially in the unpredictable and ever changing social world, how can one begin to effectively manage time and content engagement? Let’s take a look at some ways to ease the task of sharing content across multiple platforms. 1) Share time-sensitive content right away. Imagine if a world championship sports team shared its triumph the day after winning. The content would be untimely, stale, and, literally, yesterday’s news. Reviewing processes can be time consuming; a workflow tool that supports streamlined review and approvals will make things go faster. Remember that social media thrives off of live, real-time updates. Your content has a higher chance of being shared and interacted with when it is current, so keep the time in mind. 2) Schedule interesting content ahead of time or add to a queue. Some content you come across can be relevant to your audience for extended periods of time. Just because you may not be able to share the moment you find it, doesn’t mean you should lose the chance to share with your audiences at a later time. Schedule to post at another time or keep it in a queue of content to refer back to in the future. Note: Photos paired with a memorable caption are a great way to quickly capture your audience’s attention.
  2. 2. How to reach us Email: Web: 3) Find content your community cares about Depending on the industry you are in the community you are sharing content with will vary. Make sure you are sharing content that is not only timely but also interesting to them. Set up RSS feeds that pertain to your industry, highlighting the articles, graphics, and videos that will resonate with your community and share them throughout the week. How do you know what your community cares about? Listen to them! By actively monitoring industry trends, stories, and interests, you get a good idea of what is important to your audience so you can share relevant content they can benefit from. By doing this you will become a trusted resource for your audience. 4) Find a tool that helps you manage and engage from multiple social media accounts. The advent of social media and the its increasing popularity carved a unique place for the development of social media tools. A comprehensive tool like Viralheat offers users account management, engagement, and analytics across multiple platforms as well as a publishing suite that offers scheduled publishing and rich media integration. Leverage your website - extend both your content and customer flow between website and social with Flint, an extension for Chrome, Safari, and Firefox that allows for easy publishing through sharing stories and links to any connected accounts without leaving the page or signing in. With different audiences across multiple platforms, it is essential for community and marketing managers to understand the important connection between shareable content and high social engagement. While audiences today spend more time online than ever before, they are also constantly bombarded with information when online so high engagement ensures your audience is paying attention. It is equally important to manage time and social accounts in order to deliver the most compelling content. Note: Choose a tool with a variety of features so you can ensure you are getting the most bang for your buck. About Viralheat: Viralheat is the social media management and intelligence company that makes it easy for you to manage social and put it to work for your business. Trusted by more than 10,000 brands, Viralheat combines social media management and intelligence in a single platform encompassing account management, monitoring, engagement, and analytics. With its comprehensive platform and flexible pricing, Viralheat easily scales as your social programs and business needs evolve. Tip: Keep in mind that you are sharing for your audience to benefit so choose content relevant to your audience and community. Note: Keep in mind which social platform you are posting to as each has its own unique qualities and quirks.