Social Media, Engaging ‘Like’ You Mean It

People are completely attached to their phones – we check our devices countless times throughout the day and keep them by our sides when we aren’t peeking to see new notifications, news articles and texts. A digital age has arrived that grants businesses more access to their consumers and audience, allowing them to communicate directly to their viewers – and what better way than to use the social media outlets that their users are so attached to? 

Social media means an increased presence on the web, which means a considerably extended reach and a consistent build of authenticity (if done correctly). All businesses are using the internet to market their brand, in some shape or form, but only the best ones see the spotlight. What are they doing that we can glean wisdom from? How can both new and experienced businesses establish themselves as the go-to experts in their field?

Approaching social media outlets, with the myriad of uses and options available, can be overwhelming. Before deciding that one source is the best choice for an organization, the company’s intended audience must be considered. Every audience is unique and expects specific elements to be provided when they interact with a business – simply jumping on any social media platform and hoping for the best will not assist in meaningful communication. There must be a carefully implemented strategy.


Know Your Audience

If the main demographic is composed of an older generation, Facebook and Instagram (“younger” networks) may not be the most effective forms of communication. Often, individuals who have spent more time in the industry are interested in obtaining new information, and are most drawn to platforms like LinkedIn and business blogging. This may seem not as exciting as the former options, but do not mistake “business” for “boring.” When blogging, approach your content as you would a normal conversation – remain friendly, informative, professional and fun. Make friends through your writing!

A younger brand can implement photo-based social media platforms; retailers have found that consumer interaction is heightened when there is a quick message transposed on an engaging graphic, making Facebook, Instagram and Pinterest the most effective outlets. It is recommended that all forms of social interaction over the internet are accompanied by clear and appealing images, as the human brain connects emotions more easily to aesthetically pleasing visual presentation. Snapchat, the quick photo-sharing app (where photos last up to 10 seconds before disappearing into the cloud), can be an engaging platform for young business who compile images into a story.

If a company decides to use more than one social media platform as their connection strategy, they must realize that each platform is its own unique entity – posts must be tailored to fit each channel’s feature and customizations. Facebook and blog posts can go into depth about various relevant topics, but Twitter messages are limited to 140 characters. How can you concisely entice your audience to click through and see what you have to say?


Be There When They Need You

Analyzing the metrics at those platforms can assist an organization in determining which area is most effective in their social media strategy. Obtaining that data can assist in the next steps of meaningful communication – being where your audience needs you to be. If posting on Facebook is not providing the most ideal results while Twitter is increasing in follower engagement, the logical inference is to focus more attention on the platform that is flowing with your efforts. 

However, don’t be afraid to experiment! The best way of finding the right social media platform(s) is to test for genuine engagement. While not every new social network will work for a company, it’s important to experiment to see if there is a section of your audience that you can reach in a meaningful way. Once you’ve sat back and observed how people are using the network, you can come up with a strategy to make sure that your content and offering are going to make an impact. 

Regularly contributing to whichever social channel you choose will build up a strong audience and solidify your presence, increasing rapport and engagement. Happy posting!

Esther Gutkovsky

Esther is a Content Strategist at ArtVersion Interactive Agency. She first discovered a passion for marketing while studying brand management – since that moment, Esther has rejoiced in using her creative and writing skills within a field that allows for limitless self-expression and ingenuity.

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