The Social Code Formula
Social placement is predictable in some ways. In other ways, no one honestly has any clue. With algorithms always changing and users are constantly migrating to other platforms—as a brand, you always need to be at least three clicks ahead. That’s why it makes sense to work with an agency that has an underlying knowledge of all these social platform and algorithms.
With this knowledge the agency can create a brand strategy that will weather any sudden social change.
Agencies who swear you’ll get a million clicks for minimal effort, don’t trust. Good social marketing doesn’t happen overnight. It takes careful planning, consistent posting with content that engages and educates.
- New doors open
The best agency is one who understands new social platforms are always springing up. When these social transitions occur it’s important to know the platform audience before you jump into it. Is this the right space for your brand? Will it hurt or help your reputation? For us, our best practices include a checklist for judging the success of any new social community.
- Content yay or nay
Developing content is only half the battle. The other half is if your audience accepts it. This can be hit or miss depending on the social platform. Either way, the best social approach for a brand is all about being honest rather than slick marketing speak.
- Delve into your data:
Social is only as good as the reaction. If you have zero clicks, something might be off. Conversely, if it’s a success then you need to do even more analysis to see what went right to understand how you can evolve while not losing your audience.
THE SOCIAL SHOUT OUT TREATMENT
Listen to those likers
Finding engagement is easy. Understanding how this engagement works for your brand is a skill. As an agency, we analyze our brands on social networks to see what’s getting likes and comments. In some cases it might be your brand. In other cases, it could be the competition. Either way, you need to listen to learn.
All the big platforms are essentially channels. Facebook. Twitter. Google. We know them all. The question is, how do they work for your brand. Keep in mind, landing on just one channel is never a good thing. You also need a varied approach for posting—since each channel has its own best practices on how to connect with viewers.
Content that’s compelling
When advertising and social mix, the lines are definitely blurred. Sure you can advertise your brand, but it can’t sound like advertising-speak. In an agency, the copywriters understand the need for this nuanced approach, which is why they switch from ad copy to honesty. Readers want to see the real you—not something manufactured to sell products. That being said if you do it right, you can be honest as well as present compelling reasons for consumers to buy into your brand.
When posting on social, the overall goal is for audiences to click and view this content. Of course, to keep that organic traffic flowing your brand story needs to be strong and you should post regularly. It's all about content and consistency.
The ABCs of ROI
When it comes time to boost or place paid social content, you need to be sure that you have quality content to maximize your return of investment (ROI). The last thing you want is subpar creative that barely moves the needle. Or, producing amazing creative that gets eyeballs, but does little as far as brand awareness goes. It’s a fine line you need to walk to make your social campaign a success. Either way, audience reaction is the best way to know if your ROI is working.
You want to leave your mark in the social world. Of course, you have to be careful if it will be good or positive. You could have the best intentions. However, if it's not received right, you could be hurting your brand reputation even if you’re getting lots of views. The best way to handle this situation is by crunching the numbers after every campaign and then reassess and rethink before reposing.