Collecting "likes" and "looks" in social media might seem like kids' stuff—it's not. Sure, there was a time when Facebook, MySpace and the others were just hipster hangouts, or halfway hubs for youth to prop up their self-esteem.
Businesses should avoid taking a 'daily diary' approach. They need to be deliberate in their goals
For businesses, however, the social-sphere is where some of the purest, albeit virtual, customer engagement is taking place. Just as the Internet has brought near-unfettered access to information, social media has put people in touch with businesses like never before.
Even so, some of your most diligent efforts to engage your followers (that is, your customers) don't seem to connect as well as you'd like. Not to worry. Here are a few keys to get more views on your posts, gaining you better access to customers and they to you.
Express your purpose
Chances are you've read far too many social posts that don't seem to have any rhyme, reason or relation. They come across as random thought-droppings, mental waste in your path for you to accidentally step in (but more likely to step around and avoid after having been caught unaware the first time).
Businesses should avoid taking a "daily diary" approach to social posts and pins. Instead, they need to be deliberate in their goals and then post material that will demonstrate not only a planned approach (that instills confidence and curiosity in readers) but also a respect for readers who don't want their time or attention wasted.
Begin your social campaign by establishing the following for your readers/followers: First, introduce your product, service, business or brand in your initial posts. Keep this visible in your social presence page layouts (headers, profile images and so on).
This helps readers understand what you're about and why they might be interested in following you. Then explain your reason for utilizing social media. If you want to reach more people and help increase awareness of what you have to offer, say so. Oftentimes, this is key to getting followers to help spread the word on your behalf—and that is priceless stuff.
Make it meaningful
Sorry, but you can't take a day off with any of your posts. While you needn't be in perpetual "pitch" mode (that actually gets tedious and can become a turnoff for readers), you need to ensure everything you post has relevance to your purpose and is of potential interest to loyal followers.
Give your readers an ongoing look into what you're doing from a variety of views
This doesn't mean you're constricted to a single thread of conversation or thought. On the contrary; variety keeps readers' attention. Discuss several topics in tandem, explaining your business growth, product successes, employee activity and customer engagement.
Give your readers an ongoing look into what you're doing from a variety of views and perspectives, and they'll begin to feel they've been invited to share in the experience. In this way, they get to know your business and your products better, and that helps in building and maintaining a following that finds value in every post you offer.
Choose the right images
Images catch readers' eyes, and they've proven to increase the view and "like" rate of posts. More than ever, a picture is truly worth a thousand words—when you choose the right one, that is.
As you consider the images you'll include in your posts and pins, follow these
- Make sure images are clear and uncomplicated. An image of a single item, person or other relevant content is easier for readers to quickly "consume." It doesn't require them to squint and scan to determine what's going on and why.
- Make images mobile-friendly. Most often, these images are going to be viewed by folks on the go. Be sure your images are colorful, clear and easy to discern on any size display.
- Call out specific elements when necessary. If an image is a bit complicated or requires some explanation, add highlights (circles, arrows, etc.) to help the viewer focus on the intent. Also be sure to use social media tagging tools to elaborate on what or who is of particular interest in an image.
Keep it simple
Most often these images are going to be viewed by folks on the go. Be sure your images are colorful, clear and easy to discern on any size display
Above all, make your posts "pithy," that is to the point and easy to interpret.
Avoid lengthy dissertations where readers' attention might fall away (especially when viewing on a mobile device). Instead, go with a brief sentence or two that explains the core intent of your post, or describes the reason for an accompanying image.
If you need to provide deeper detail, offer a link in the post to a blog or other Web destination where your readers can learn more. Remember that readers have hundreds of social posts to sift through on any given day; your job is to make sure they'll read yours, hopefully even seek them out.
When you keep your content focused, relevant and easy to enjoy, you'll show that you understand how to effectively communicate in the social realm. Your followers will see that you "get it" and that you value their time and attention. When you do this, you'll be more likely to get more views of what you post.