You’re on Facebook and Twitter. Maybe even Instagram and Pinterest. You’ve nailed the basics. But, instead of being content with what you know works, you’re ready to take it to the next level.
Want to add some sizzle? Mix-and-match some of these ideas to help your social stay fresh, creative and relevant.
- Infuse creativity: Don’t limit yourself to sharing only text and links. Incorporate photos, videos, infographics or textography to give your content a boost. (Bonus tip: Test different kinds of content to see which types your fans are most likely to engage with. Then, adjust your strategy accordingly!)
- Create engaging, shareable content: One of the most effective ways to get more eyeballs on your content is through shares. Before you post anything, ask yourself: Will people want to share this with their personal networks?
- Crowdsourcing: Use your social channels for engaging with fans – not just sharing content. If you work for an event, ask fans for feedback once it’s over. Or, invite them to share photos to be included in a user-generated photo album.
- Real-time engagement: Real-time engagement can easily become a natural extension of your existing strategy if you’re committed to actively listening and responding to your community. Respond to fans’ comments on Facebook. Monitor keywords through Twitter searches and jump in relevant conversations. Whatever you do, just make sure it’s a natural fit for your brand and community.
- Organize an influencer campaign: Partnering with online “influencers” – people who are well-connected through social media AND excited about helping your company succeed – is a smart way to extend your brand’s social footprint. When it comes to working with influencers, think beyond the blog and create campaigns to foster ongoing relationships, such as inviting them to co-create content, become a brand ambassador or attend a private cocktail hour.
- Social channel takeover: Initiate a “takeover” on your brand’s Facebook or Twitter pages, where online community members can ask questions to one of your company’s executives or a celebrity host. You could also invite someone to take over your Instagram account and post live pictures throughout the day.
- Be a community partner: Highlight, support and interact with other local organizations and events that align with your online community’s interests.
- Co-host a community event: Partner with another brand to co-host an event (could be virtual or in-person!) that benefits your community.
- Surprise and delight:Creating outstanding experiences for unexpecting fans can garner a lot of goodwill and positive outcomes for brands. (Bonus tip: This kind of campaign can be as simple as sending a handwritten note to someone who mentions your brand, so you don’t need a huge budget to execute it!)
- Highly targeted outreach: Whether you’re working with media, influencers or organizations, be very targeted with your outreach. Identify a handful of people or groups whose values align closely with yours, then focus on engaging them.
About the Author: Heather Whaling (@prTini) is founder/CEO of Geben Communication, a PR firm that helps emerging brands, nonprofits, and forward-thinking, established companies excel in a social world. Heather was selected as one of Columbus Business First’s “Forty Under 40” and named one of Columbus’s top 10 entrepreneurs by The Metropreneur. She also serves on the Board of Directors for The Women’s Fund of Central Ohio.