Once you’ve set your objectives and understand your audience it is time to select the right platform or platforms for your communications. To do this you need to understand where each channel excels and how it can help you at the relevant point in your customer journey.
If you’re thinking about using more than one social channel, you also need to consider the type of content people consume within different channels. A lengthy and informative blog post might work for LinkedIn, but cross-publishing this onto Twitter may not work so well. But you can always create a cut-down
or visual representation of the same content.
Facebook: Facebook is the world’s most popular social network with over 1.8 billion users. It is also highly developed for business use, with a huge ‘brand’ population all hosting their own branded pages and a sophisticated advertising platform.
It might feel like Facebook is old news in the digital world with newer platforms such as Instagram and Snapchat getting so much attention from younger audiences, but it’s still huge with nearly 90% of 18-29 year old internet users logging in.
It’s also a great platform for reaching older audiences with 84% of 30-49 year olds and 72% of 50-64 year olds. Facebook’s longevity has enabled it to become an effective and valuable platform for brands. Whilst newer networks are still working out how to engage their audience with brand communications, Facebook is a solid place to start distributing content and building a following.
Brand presence is widely accepted on Facebook with users willingly engaging with brands on the platform. Facebook’s News Feed is a very visible place for social posts, it’s one of the best places for you to distribute your content in order to increase brand awareness and drive website traffic.
The Facebook audience generally responds best to visually engaging posts that are entertaining, informative, inspirational or rewarding. The best content types to use would be photos, videos, quizzes, competitions, and digestible snippets of visually engaging facts and infographics and links to guides.
You must Optimise content to encourage sharing and engagement. Set a character limit of 150-200.
Images will impact a lot in social media. Use Images, video, gifs: Accompany all posts with an image or video to boost content reach and engagement
It’s also a good idea when establishing an audience to take advantage of Facebook’s targeting capabilities that allow you to tailor your messages to users with certain interests.
Internal and external links will help website as often as possible to drive traffic.
Try to Promote important posts to reach a targeted, new audience.
Post consistently, up to once a day. Do not post several times in one day and then not again for a week