Did you know that according to Global Web Index figures released from across the globe show that the average web user spends 28 per cent of their time online on social media. We’re all aware of the popularity of platforms like Facebook, Twitter and Instagram, but few, we suspect, would’ve thought that the figures for social media browsing were quite so high.
Where the people go, the marketing professionals follow. It’s only natural after all. Sadly many professionals make a fundamental mistake when it comes to social media marketing: many think that by simply having an active presence on the medium you guarantee a loyal and faithful audience.
Sadly it doesn’t work that way. Kevin Costner got it wrong when he said ‘build it and they’ll come.’ The simple fact is if a social media site isn’t worth visiting people won’t come however loyal you may think they are. If you want to build a following and get results on social media, then you have to earn it and you have to keep on earning it, and to do that you’ll have to use your time productively.
So what can you do to carve out a better more-productive presence on Facebook? How can you tweak your social media strategy so that it chimes with the Twitter audience? Well, here are 4 handy tips that might just help.
Know your goals
You can never hope to achieve anything with social media if you’ve no idea what you want and no clue how you’re going to get there. The companies who are already successful knew exactly what they wanted to achieve before they dipped their toes in the water. To be as successful as them, you’ll need to have that self-knowledge too.
So ask yourself the following questions before you commit:
- Who is your target audience?
- What does your target audience really want and need to know?
- What kind of problems are they facing?
- What’s the best way of answering those problems?
- What type of content best delivers the answers to those problems?
Use your social media time wisely
It’s all too easy to get carried away when you start with social media. Time tends to drift away and before you’ve noticed you’ve wasted hours but achieved very little. So use your time wisely and prioritise. Yes it may take some time to get everything in place, but it will save you time down the line. What’s more your social media efforts will be much more focused.
Work out what tasks you want to achieve, and set aside time to achieve these. You can even set up a content calendar – a sort of ready-made schedule in which you can work out what you want to do with each session. If you do this the important thing is that you stick to it. If you get side-lined you’ll simply end up wasting even more time.
Automate as many tasks as you can
The social media may function 24 hours a day, 7 days a week, but humans aren’t programmed like that. We need some R&R, so it makes sense to try and automate as many of the tasks as you possibly can, using freely available apps. How? Well, if you regularly publish posts and share them across a number of social media sites, then you can use programmes like WordPress to customise your website’s sharing options. There are also free tools readily available that will allow you to pull content from reputable websites. Every time they share something of value it will automatically be uploaded to your site without you having to do anything.
Measure your results
Forget the planning and the scheduling for one moment, and ask yourself this question. How will you know if your efforts are proving to be successful? The answer is by measuring your results. These results will give you the clearest information about which strategies are working and which aren’t.
So how can you accurately measure results? Well, forget inane markers like ‘Likes’ and the number of views, and focus instead on the number of shares, comments and engagements. Ultimately if you start to see an increase in the number of sales or interactions you make, then you can guarantee that your social media strategy is working well.