Put down that sandwich and FOCUS on this!
Distractions are all over social, and a scatter-gun approach to strategy will see you chasing your tail to find results - so we’re here to keep you focussed.
We’ve compiled a list of seven key things you need to concentrate on (right now) with your social media strategy. These tips will give you the best chance of social success as we enter the second half of the calendar year.
FOCUS on Engagement!!
A key metric to measure is engagement across all content you produce. All reactions, comments, and shares contribute to your ranking in the platform algorithm (universe). Shares in particular, can be really informative & insightful. Engagement in general is a great indicator as to whether your content resonates or sparks conversation, and will inform you about what sticks and what doesn’t land. Here’s what engagements tell us:
👍 A reaction = The user passively agrees, disagrees or shares your sentiment. Different reactions for different platforms - know & understand how each of these can be optimised for each platform.
A comment = Users who comment are engaged with your brand. Here’s where we'd recommend responding… In a timely manner, OK team?
Share =Your post was impactful. The user wants others to see it, and share it themselves. Algorithm Superpower. When someone engages with your content, they bump it in the algorithm, thus more of your content, and other users with similar interests.
FOCUS on Diversity, Equity and Inclusion!
Goes without saying, diversity, equity and inclusion are incredibly important values in building genuine connection on social. Inclusion is imperative to the ‘social’ part of social media make sense? Being mindful and considerate when including diversity equity in your social media strategy. Done well, this generates an opportunity to diversify your audience for a more dynamic online community.
For example, don’t be afraid to sprinkle some beautiful Te Reo Māori into your content - we do live in Aotearoa, people! A useful resource we use is Te Aka Māori Dictionary.
In addition to your writing, consider visual content, too. If your content contains images of people, ensure a wide-range of cultures are represented. This helps people to feel included when they visit your accounts.
FOCUS on Data!
Data is invaluable when it comes to your marketing strategy. Social media collects demographic and behavioral data about your audience and will often organise this into insightful, interactive graphs, accessible on your insights section. Go look! It’s interesting & easy once you know the terminology, with hugely helpful info that will form the foundation of a solid social media strategy.
FOCUS on Follows!
Not the cheesy 'fake likes' type, but genuinely engaged followers. When someone follows you on social media, it vastly improves brand recall and increases the likelihood of purchase. In fact, up to 90% of individuals who follow a brand on social media will purchase from them - that’s 90%! Using insights means you can target an interested audience and give them an extra push to purchase, meaning you get more bang for your buck when it comes to your marketing spend.
FOCUS on Short Video!
TikTok, followed by Instagram Reels have taken the world by storm. Now there’s YouTube ‘Shorts’- and every other platform's version of short-format video. Algorithms share these ‘Reels’ far and wide, which present a great opportunity to generate more brand awareness and engagement. We can vouch for short-format video with the clients we look after, seriously - give it a go.
Fun fact: Our clients saw a 65% increase in engagement in the first month we added reel content to their social strategy! You need to start including short Reels into your social media strategy. Do it!
FOCUS on Frequency!
While it’s important to post, it’s important not to post too infrequently OR too frequently. Two to three times a week is a good place to start. This is manageable, and is often enough to keep your brand top-of-mind for your followers. However, like some weird romances - seeing you too often may mean they consider you spam. Find a balance of frequency with consistently good content and you’ve got it nailed.
FOCUS on Community!
Community Management is always at the forefront of any top social media strategy. Responding to comments & messages will help you establish & maintain awesome relationships with your followers. A great way to nurture your community is to educate them. Example: This content is educating you. And, Social School is our free Facebook group for marketers. A great resource for social media updates, best-practice, tips and tricks (on all of the points we’ve raised above). Click here to join (it’s free!)
That’s it. Not a lot - but a lot of important elements. So to summarise:
- Double-down on engagement being your objective for content.
- Don’t be shy in fostering diversity, equity and inclusion.
- Explore your social insights and let this data guide your strategy.
- Start publishing Reels. Remember, it is important to have some fun, get creative and take risks while doing this!
- Build a loyal following, and they’ll repay you in spades.
- Achieve the right balance of frequency and consistency with your content.
- Invest in community management. If you’re going to create a community, keep it social!
Oh OK team - now you can FOCUS on the rest of your sandwich.
We hope this strategy quick-fire has been helpful! Remember to join us in Social School for the most helpful social media advice. Burning question? Send it to us here, we’re always here and happy to help!
Happy socialising amigos.