“We brainstormed ways to engage followers, and one of the ways we thought of was to have a “Titan Word of the Day,” said Emily VanderBeek, marketing director for Titan Commercial, a commercial real estate brokerage firm in Chicago, Ill.
Here is what I have learned from my many years as a social media marketer. In the course of helping business convert referral traffic from social media to customers. I have found that Twitter cannot be overlooked as the Cadillac of social media channels. Twitter provides quality referral traffic to your website. The referral waves that arrive on your website shore tend to come from tweets packed with a strong opinion. The tweet is voiced in responds to a specific issue. The issue relates to either popular culture, newsworthy people, places and or events.
Likewise, a retweet of an image of a homemade meal thrown together with ingredients from a Keto recipe will attract Keto followers. Catches more attention by touting about how easy it is to make and how satisfying it is. Retweets are basically reposts of another Twitter user’s tweet on your profile. Retweets function like a re-share of a post on Facebook. In a similar fashion, retweets like hashtags, are community-driven and facilitate spreading discussions. Another example, a retweet taking a political stance in responds to a either a current event or controversial issue will garner political junkie followers be it activist, pundits, retired veterans and or PTA mom’s.
Know Target Audience
Knowing well your target audience down to their quirks cannot be overstated. People living in the Twitterverse exist in crowds. Picture a herd of cows all moving in the same direction. For this reason, it is important identify the type of crowd your target audience belongs such as millennial crowd hipster. Millennial generation are those born after 1980 and the first generation to come of age in the new millennium. Additional millennial crowds is the Kim Kardashians, or theTaylor Swifters. Then there is the Baby Boomer crowd. Those are further filter into subgroups such as Trump supporters or Resisters and so forth. Your target audience needs to be laser specific.
Timing Is Everything
Timing plays a major role in engagement. If a newsworthy issue pops up in the newsfeed, you want to be among the first to retweet the newsworthy tweet. This is why I am not a big fan of schedule tweets. Because you miss out on all the action. It’s like arriving at the party on time and finding only a few have arrived. Not to mention very little action has taken place. It is not until the night progresses with more people arriving at that the party really starts. At this point increasing the likelihood of something party-worthy happening.
In the same manner parties attract groups of people, a newsworthy issue also attracts tweeter crowds to retweet and as the amounts of retweet increases, the retweets garners steam. And before you know it is trending. That is long after plenty of drinks have been poured and people’s inhibitions loosened, that the party is in full swing. Therefore, retweet at the right time. And watch your exposure increase.
In summary, for me Twitter is my go-to social media platform. Because it brief and it is fast. Businesses get to connect with customers. I call Twitter the- convince-convert-customer-vehicle of social media marketing. In order to sell yourself and establish your brand, you need to be authentic, and you need to understand your customers. Through Twitter for business you can build a community, amplify your voice, spread good information and interact with potential customers.
If you are interested in building out a community on Twitter for your business, we can schedule some time at your convenience to talk to you.
You probably have heard that the Facebook algorithm determines what each one of those 2 billion monthly users sees in their News Feeds when they log in. If you want your audience to see your content, you’ll need to understand Facebook’s algorithm and adapt your social strategy accordingly. The tricky part? The algorithm is updated often.
Facebook maintains social media supremacy. It recently publicizes an astounding 1.28 billion daily active users and nearly 2 billion monthly active users in its first quarter of 2017.
Adapting your social strategy with the ever-changing algorithm will greatly benefit your small business by ensuring you stay visible to your followers and are producing content they’re interested in. Here are three of the top ways to make the Facebook algorithm work for you.
1 IMPROVE YOUR WEBSITES LOOK AND FEEL
Your small business may or may not have a physical curb, but it should definitely have a digital place to call home—your website.
In today’s digital world, an effective website can make or break a company. Everything your business does online links back to your website, so your homepage should be informative, beautiful, clean, and engaging. A well-organized and user-friendly website will encourage people to not only visit but also stay awhile.
This isn’t just an issue of personal aesthetics, either—Facebook has recently announced that it will downplay links back to low-quality websites in an effort to curb issues with fake news.
Ensure your website is engaging and appealing, both to your users and to the algorithm, with these easy tips.
Revamp Your Website
Before you set up a Facebook page for your business, give your company website some attention. Your business’s website is linked to your Facebook page, so make sure to establish a credible and informative website for your followers to visit.
Simple ways to improve your website include the following:
Opt for icons instead of words, especially for social media buttons.
Incorporate white space to give your website a clean feel.
Use concise sentences and short paragraphs to make your website user friendly and easy to read.
Change fonts to adjust the overall design and feel of your website.
Proofread everything—spelling and grammar mistakes could make you look less credible to your audience.
Keep the most important content first to entice your audience to continue reading.
Remove Ads from Your Website
Remove spammy ads from your website so your content won’t get buried in the digital abyss. People find ads annoying, and a lot of pesky pop-ups can pull your audience away from the important stuff—your business.
And remember: the Facebook algorithm buries links to low-quality sites containing useless content or shocking and malicious ads.
Engage Your Followers
If you don’t already have a blog on your website, consider creating one. Blogs are a great way to engage with your audience, boost your Google ranking, and gain feedback from comments.
Suppose you own a local doughnut shop, blog about seasonal flavors you’re offering.
Or what if you run a mom-and-pop diner, post photos of the menu options and keep your customers updated on special holiday hours.
What about if you run your own freelance interior design company, use your blog to share behind-the-scenes photos and tips about the design process.
Whatever you do, make a genuine effort to engage with your followers through these tactics:
Reply to comments on your blog and social media.
Answer any questions or concerns quickly.
Like and repost content your followers share.
2 Master Reach and Watch Your Business Grow
The Facebook algorithm prioritizes posts from users’ family members and friends. Many businesses worry their reach will decrease as their target audience sees pictures of Aunt Susan’s adorable golden retriever puppy first.
There are two different strategies you can apply to keep your content visible.
Focus Your Strategy on Social Ads
To improve your visibility on Facebook, you can emphasize paid ads. This does require a chunk of your advertising budget, but fortunately, Facebook ads are relatively affordable and can be specifically targeted to your audience using their location, relationship status, interests, age and pages they already like.
Use a sales funnel approach for creating your ads in three stages—awareness, consideration, and conversion. Here are a few ways to get started:
Write a useful blog post and advertise it to your ideal customers to increase brand awareness.
Retarget those who clicked on the first ad with another ad that establishes your business as the expert.
Advertise a third time to those who clicked on the previous ads by including an ad with a sales pitch.
Save Money by Tweaking Your Organic Reach
Word of mouth is a powerful marketing tool, so use Facebook’s prioritization of family and friends to your advantage. Create useful content that people will want to share. For example, suppose Aunt Susan shares your bakery’s tutorial on how to frost the perfect cupcake, your brand lands in someone else’s News Feed. Posting shareable content can save you advertising dollars.
Share content your followers want to see by using Facebook Analytics. A tool to help you see how your business profile or page is doing. This tool will show you what kinds of posts are most popular on your page. If you have a business page with over 30 followers, you can also access free on-page Insights.
With analytics, you can dive deeper into these metrics:
Demographics of your audience
Types of posts your audience is interested in
Times your audience is on Facebook and engaging with your business
Likes and reactions to different types of posts
Number of unique viewers who saw your content
3 Prioritize Video
A third of all online activity is spent consuming video. For this reason, engaging your audience through videos can impact your visibility on Facebook. Because 92% of mobile video consumers share the videos they watch. When consumers share your videos on Facebook, your business continues to grow its organic reach.
The Facebook algorithm now prioritizes video in the News Feed and analyzes the “percent completion” for the videos users watch. For example, if a user watches most of a video, Facebook will then boost similar videos in that user’s News Feed. This is good news if your small garden center business creates helpful videos with tips to keep succulents alive.
Not sure how to optimize your video strategy? Try starting with these three tactics.
Upload Directly to Facebook
When you upload your business’s video directly to Facebook, it’s called “native video.” Recent studies show that native videos have a 1055% higher share rate than YouTube videos uploaded to Facebook.
Capture Your Followers in the First Four Seconds
The high share rate is partly due to the autoplay feature native videos have. This feature allows the video to begin playing as the user scrolls through their News Feed. Use this autoplay to your advantage by capturing your audience within the first four seconds of your video.
Do your research on your audience. How old are they? Are they male or female? What problems do they need solved? To repeat, keep them in mind as you’re planning your video, particularly the attention-grabbing first four seconds.
Spend plenty of thought on planning out your video’s first shot. Test different ideas, angles, and settings to determine which is most captivating.
Keep Your Videos Short
One study shows that videos around 21 seconds or less performed the best using Facebook’s percentage completion.
Finally, Facebook counts a video as “completed” if a user watches at least 95% of said video. In fact, when videos score higher on completion percentage, those videos—and similar ones—are more likely to be seen in News Feeds.
Facebook is constantly improving its algorithm, just like you’re constantly improving your small business. Stay up to date by checking Facebook Business News often, watch your page’s analytics closely, and use the tips above to build an algorithm-approved Facebook strategy.