In recent months, the world seems to have gone crazy for personalised goods. From trainers and clothes to bottles of pop and jars of chocolate spread; if it’s tailored and unique consumers are lapping it up! It stands to reason, therefore, that a business’s social media strategy should take note of this trend and build it into their social strategy. After all, a targeted social media strategy ensures audience engagement through relevant content, thus encouraging them to stay around for longer.
#1 Choosing The Right Platform
Identifying the right social media channel has great influence over the strategy as a whole, so choose wisely. Crucially you must research thoroughly where your target audience considers a “hot hangout”. After all, if they're not present in your network then how can you engage with them? We all must ensure the channel chosen to execute social media strategy is in alignment with what’s best for both our brand and our audience. Clever media intelligence platforms can point users in the right direction by showing conversation by channel, making it an easy task to focus social media strategy on the best medium for maximum return on investment.
#2 Personalising Content
The key to truly engaging content often comes down to applying a bit of common sense. If our audience are super healthy gym freaks, don't go and post a picture of a super calorific fudge cake! Drilling down into precisely what those interests are, however, can at times be tricky, which is exactly where technology can prove invaluable. With the help of a social media monitoring tool we can analyse outbound communications by the click-throughs, brand impressions and industry conversation clouds. Once we know which bits of content resonate most, we can replicate similar topics in our social media strategy.
It is similarly important to keep an eye on changes in the key topics our audience find interesting. These trends provide us with insight into future audience trends, allowing businesses to stay ahead of the curve and proactively adapt social media strategy accordingly.
#3 Knowing The Best Time to Post
Timing is everything. We may have the most interesting content in town, but if the rest of the neighbourhood is asleep they’re obviously going to miss out! Find out the best time to post on Facebook via Likealyzer search which also provides feedback on areas we can improve on. Alternatively, if Twitter is the chosen channel to roll out the social media strategy, pay attention to the patterns of your followers and try to hit peak times of use, such as commuter peaks.
By Heidi Myers, Marketing Director, Central Europe Middle East & Africa at Meltwater.
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