The most challenging part of social media management is staying active and engaging. Big brands like Oreo, Nike and Target have dedicated marketing departments that spend all their time coming up with great fresh content. Following the cues of these brands is something any business, no matter how small, can do. We are going to go over some of the ways these companies keep their fan base coming back, so that you may be able to make your pages more engaging.
1) Holidays and Events
Heineken held a Instagram scavenger hunt content ahead of the U.S. Open Men’s final for a chance to win tickets. Fans had to search for clues in a mosaic of Instagram photos that would ultimately lead them to nine pairs of tennis tickets. In order to prove they had found the next clue, users had to comment on the correct photo with the codeword “#SHHH.” You can host promotions or games through your own social media channels the same way while capitalizing on an upcoming event or holiday. Reward your fans for participation and they will continue to engage with you.
Facebook and Instagram are great places to ask people for content. By asking your fans for their input, you can easily generate new content that is centered around your customers. Again, reward your fans for their input by acknowledging them and showing appreciation. Someone take a picture of using your product? Feature their photo on your own pages as a shout out. People really appreciate being noticed by brands or companies that they use, so share the love with your fan base.
Humor is a great way to humanize your brand. It shows that your company can have fun and wants to share that with others. Skittles and Old Spice do a very good job of engaging fans with nonsensical humor. If you can make your fans laugh they are much more likely to share your content and possibly let it go viral.
Almost all the major brands that have successful social pages follow the rule of 70/20/10. That means the 70% of their content is information that is valuable to their followers in some way. This can be tips, tricks, contests, Q&A chats or anything else that does more for your customer than it does for you. 20% of your content should be shared from other sources to show that you acknowledge other companies, brands or even your fans. Share articles written by industry publications, or user submitted photos and videos. The last 10% of your content should be self-promotional. This is where you show off your products and services. Apply this rule to your content and see it take off.
5) Customer Service
Daily upkeep of your social pages mostly includes responding to fans. Liking or encouraging good comments, answering questions and handling complaints is something that should be done often. This humanizes your brand and shows that you are active and involved with your followers. Take the time to respond to everything you get and make sure to tag the relevant people.
Quite simply, you should make sure that there is at least one post every few days on all of your social networks. If you focus on just a few, it’s ok to post every day. The most important thing is that you are consistently making posts so your fans know your page isn’t dead. Take care not to over post or you’ll risk driving away your audience.
Video is a great way to tell your brand’s story. Oreo is definitely a brand who has utilized video to it’s fullest extent. They generally keep their videos simple using stop motion and viewer submitted content to engage their fans. Your videos don’t have to be long or big productions thanks to Vine and Instagram Video. These networks are free to use and are easy to navigate. You can also use hashtags to categorize your posts and get your message out to a wider audience.
As the seasons change, capture the feel of each one. Fans know you are current and thinking about something other than your business if you play into the seasons of the year. Tie your brand or company into your messages. Change your profile picture or cover photos to keep with the changing times.
There are many ways to keep your audience engaged like the big guys do if you are willing to get a little creative. Play around with your posts to see what resonates most with your fans. It’s all trial and error. Don’t be afraid to make mistakes. There really is no wrong answer on how to best connect with your followers. Take risks and you may see them pay off in the long run. Good luck and happy posting!