First, I can tell you that you don’t have to use all of them. Ok? So you can relax a little bit.
And fortunately, there are some quick questions you can ask yourself to help figure out if you’re ready to jump onto this digital marketing adventure: [click to build] Time – how much time can you devote to the tactic or channel, like a social network? You may not need to hire a new staff member to manage your use of Facebook, but can you devote enough time to make it worthwhile? [click to build] Resources – or maybe you do need someone else in your business to focus on the new tactic or channel you’re considering. Do you have that resource, or can you add it? [click to build] Will you or your team know how to get the most out of that channel? If the answer to this is “no,” you’re going to need to find training or someone who does have the skill. [click to build] Finally…do you know where your audience is spending their time?
I’m going to put all of these into three simple steps you can take to jump into (or deeper into) this digital marketing world…
[click to next slide]
Facebook is a [click to build] low volume, high value network, which means that your frequency should be low – fans get frustrated if they see that a business or brand is dominating their news feed. But every piece of content you post should be valuable to your audience. In other words – you do need to plan ahead. Don’t post just to post. You need to be strategic about your content – and we’ll show you how to do that later.
[click to build] We suggest that you post at least 3 times a week to keep your relationship with your fans going and be visible to them.
[click to build] But DON’T go overboard. 10 times a week/2 times a day is plenty to keep top of mind with your fans.
[click to build] When you are sharing content on Facebook, don’t post just to post. Focus on quality content.
And what is that quality content? Let’s talk about some best practices to keep in mind for when you’re creating Facebook content.
Fortunately, we have a rule of thumb at Constant Contact that will help you come up with the right things to talk about on social media. If you’ve taken our Getting Started with Social Media webinar, you’ve seen this before so this is a refresher for you: [click to build] 50% of the content you post should be aimed at getting likes, shares, and comments. This means that it needs to be entertaining and invite conversation. Asking questions, asking for opinions, using images and video, as well as being timely (is there an event or holiday coming up?) [click to build] 30% of your content should be useful/informative. Provide information about your industry that your customers will find interesting. Become known as a source of important information and tips---whether that content is from your own blog or from other blogs you trust. [click to build] If you do that stuff correctly, then you’ve earned the right for 20% of your content to be direct CTAs for your business. This doesn’t necessarily have to be BUY NOW!
Let’s look at some different types of content, and keep these best practices in mind when you see the examples. And – even though these examples are all about Facebook – you can apply them to any social media network you use.
Twitter is a [click to build] high volume low value network – different from Facebook. This means – because of the high volume of conversations happening on Twitter – you need to tweet several times a day. The tweets don’t have to have that high value, like Facebook posts. Your tweets need to be interesting to your audience, but they don’t have to be as carefully crafted as a Facebook post.
[click to build] We suggest that you post at least 5 times a day to be visible in that high volume stream of content that’s happening on Twitter
[click to build] There’s no maximum recommendation for tweets, but make sure you are spacing them out over time. Don’t send all of your tweets at once. Your content will dominate the feed, and people will get frustrated.
[click to build] When you are sharing content on Twitter, quantity really is important. Remember, the pace of information being shared on Twitter is fast. There’s a lot happening at once. Be visible, watch your timing, and your tweets will get noticed as part of the Twitter conversation.
Let’s talk about some best practices to keep in mind for when you’re creating and sharing content on Twitter.
Let’s talk about content on LinkedIn - what to post and when.
[click to build] LinkedIn is a low volume/high value network. This is similar to Facebook. Make sure you’re not taking over the news feed on LinkedIn with a lot of posts on a daily basis. Plan them out, and make sure each one is a valuable post to your audience.
[click to build] You should be posting at least twice a week on LinkedIn to help maintain a presence.
[click to build] And not more than five times per week.
[click to build] The content you post should be more formal and technical – it should be about your industry and your business. But not everything has to be completely serious. You can talk about your company’s culture or your industry’s culture too so you can show your personality.
So beyond the content and etiquette, how do you know if you’re doing social media right? How do you know it’s working?
You do need to monitor your networks – each of the social networks has its own analytics, and you do need to check those. But if you are newer to this, just starting out, I just want you to focus on two things:
[click to build] The first is engagement. Be mindful of the frequency, days of the week and times you’re posting. Consider the type – text updates, photos, videos or links. Think about the 50-30-20 rule. Are you sharing engaging, useful content and balancing that with content about your business? What’s your audience’s response to that content? Look at your content on a regular basis, think about when you posted, and [click to build] see what kind of results you got. Did you get Likes, comments and shares? And don’t worry if you got Likes but no comments or shares. Any activity is good and it shows that people are paying attention to what you’re sharing. Focus on the content that your audience engages with, and don’t post things they haven’t or don’t react to. [click to build] Another benefit of that engagement– when someone Likes, comments or shares your content, that activity is seen by THEIR networks. This is digital word of mouth, and those actions are a way of endorsing you to their friends, which could get you more fans and followers. Monitor your Facebook page’s likes. As you continue to post while focusing on what your audience wants and when they want it, you will see your fan count go up. [click to build] Keep in mind – this does take time. Your page is not going to explode overnight. This is about building relationships – building relationships with actual people does not happen overnight, and that’s what you’re doing with these social networks. You’re sharing and having conversations and getting to know each other. Stick with it and you’ll build those relationships and get great results.
Using Social Media to Promote an Event or Conference
Social Media Conference Tips
brought to you by Roundpeg
The Basics: General Etiquette, Avatars & Cover Images
Content types: Text, Visuals, Video & More
Platform specific strategies
Delete negative comments
Be helpful, create a positive experience
Ignore your fans Answer questions, like and share content
Talk only about yourself Balance self-promotion with helpful and entertaining
Not completing your page Complete profile add logo, photos and link to your
Forget to provide context
Infrequent posting or too much Be active, match volume to platform
Include a comment when sharing
Avatars and Cover Image
Avatars & Cover Images
Fill-in-the-blank Question Fun fact or tip
TRAVEL TIPS – Did you know that every night at
the Trevi Fountain in Rome about 3,000 Euros
are swept up from the bottom of the basin and
donated to charity?
Post with a link
Stats, facts or tips
3,000 Euros are swept from the bottom of Trevi Fountain daily & donated to charity. Why not book
a trip to see if for yourself
Your audience: Where does your audience hang out?
Time: How much time can you devote to a social network?
Resources: What personnel and skills do you have to work with?
Knowledge: Do you need to train on it or train your staff?
Low volume/high value
Minimum: 3 X per week
Maximum: 10 X per week
Quality vs. quantity
Facebook Best Practice
Get likes, shares, comments
Entertain, invite conversation, ask questions
Be useful & informative
Hints + tips, interesting articles and links, 30%
About your business
Calls to action. Learn More. 20%
Facebook Conference Strategies
Connect with speakers, sponsors potential
Schedule daily updates leading up to,
during and after the conference
Keep updates on the lighter focus on
Encourage your conference team to share
updates on their timelines.
Create a public photo album.
Invite attendees to share their photos
Weekly Content Plan - Facebook
1 50% Fill-in-the-blank:
2 50% Question:
3 50% Photos:
4 30% Tip, stat or fact:
5 30% Link to a blog post:
6 20% Sale, event or product/service info:
High volume/low value
Minimum: 5 X per day
Quantity is key
Schedule 3-5 updates a day.
Speakers plant “retweetable” content
during your presentation
Share what’s happening. Comments on
presentations, who you are meeting,
food, facility and after hours
Use the hashtag consistently.
Follow and interact with sponsors,
speakers, attendees, anyone using the
1 Planned Blog post (created or curated):
2 Planned Question:
3 Planned Tip, stat or fact:
4 Live Photo:
5 Live Key learning from one of the presentations:
Daily Content Plan - Twitter
6 Live Retweet something in the hashtag feed:
Low volume/high value
Minimum: 2 X per week
Maximum: 5 X per week
More formal and technical
Linkedin Conference Strategies
Create a strong graphic for your company
Create one update a day on company and
Keep updates focused on business elements
like agenda topics.
If you are a speaker
Share individual slides
Upload entire slide deck to SlideShare
Weekly Content Plan LinkedIn
About your company Product updates, behind the scenes or recruiting:
Useful info Blog posts, guides or ebooks, or industry news :
3 About you Presentations, blog posts, speaking engagments, conferences :
Likes, shares, comments,
retweets, repins, +1s
Traffic to your site