5 Tips for Making a Consistent Social Media Effort

social mediaIn our time of social media networks, it is rather common that companies establish an identity on Facebook, Twitter, Linkedin etc. to market themselves even more.  There are a lot of platforms to choose from, and many of us are monitoring more than one profile. Just try to ask yourself how many profiles your business actually has across the web?

Each of these profiles gives us a chance to connect with new communities in different ways, but each network needs to be managed and updated. With so many online profiles, it is obvious that several questions might arise. Is your page the same across all platforms? Should it be the same? Or not?

I have put together a list of five basic – but useful – steps, when your business is navigating in social media. These steps will help you to portray a consistent social media identity.

1: Use a consistent tone of voice

One of the most important steps in managing a social media identity is to keep the various profiles consistent. This includes your bio page, your profile picture and your tone of voice. You need to express the same image and message, because consistency is a part of making sure that your viewers keep track of you across different platforms. When you make updates on various platforms, using the same tone of voice will help people recognize your brand by its consistency. However, you should keep in mind that consistency doesn’t mean repetition. Your profiles and updates must align with the values and uses of each social platform, but still maintain a common theme throughout.

2: Get vanity URLs

Start by scooping up vanity URLs on sites like Facebook and Twitter and buy your domain name. Vanity URLs mean that your Facebook page or Twitter account can be found through your brand name – like for instance facebook.com/yourname or twitter.com/yourname.

3: Align your visual identity

You need to express the same image and message so that your viewers and followers easily can keep track of you across different platforms. Part of making a consistent identity also includes using similar fonts and font sizes along with the same profile image or logo to make you recognizable.

4: Be representative of your brand
One of the best ways to track your progress is a simple Google search. Therefore, only make updates you want to be remembered by and known for. When searching the web, it is not possible to distinguish between profiles. Google will list all of your networks, so be representative throughout all of your profiles. Furthermore, it is also a vital step that your name is memorable and representative of your company. It also adds something extra if the name appears interesting, and something that leads to further reflection about the brand, when presented to an audience.

5: Be personal and engaging

Out of these few tips, the most important lesson is for you to be yourself. It may sound simple, but ultimately people are connecting with you because of who you are. The audience wants to know the person behind, which is why it’s okay to appear a bit personal – and not least create some dialogue. If the audience feels that they are a part of the business and they are listened to, automatically, they will build more trust towards the company. So if you connect and market your business in an honest way, this can include new supporters for your product or brand.

Do you have any tips to add? Please, let me know!

Clickbait: Information overload! How can brands cut-through all the noise?

Screen Shot 2016-04-12 at 10.11.34You won’t believe the hidden message in this blog post! Or rather – there isn’t one, I just wanted you to click through and read this. But bear with me – I’m about to suggest something incredibly controversial – a never-heard-before admission by a social agency!*

As much as clickbait is the emotional catnip of our online experience and can drive consistent traffic for publishers like The Daily Mail and Huff Post who churn out multiple stories each day, it’s still hugely annoying to discover you’ve been duped by an over-excited headline promising to give you all the feels. For brands, adopting the same practice can negatively affect perception and ultimately – sales. So how can brands cut through all the sensational copy and deliver successful results without falling prey to creating clickbait themselves? How do they beat them rather than join them?

 

Platform crackdown

In the early days of social, Facebook optimised content based on engagement, meaning that if users clicked on a piece of content, it received a higher ranking in newsfeeds. In 2014 Facebook took steps to try and crack down on those gaming this ranking using clickbait, and in February this year it introduced an update based not just on what users engaged with in their feed, but what they wanted to see. Facebook’s advice is that Pages should avoid encouraging people to take action (such as encouraging lots of clicks), because this will likely only cause temporary spikes in metrics that might then be rebalanced by feed’s ranking over time – meaning the latest ranking favours content that users naturally engage with rather than content that users click on through coercion.

 

Last month Instagram followed suit and announced it would alter user’s feeds to optimise the content users “care about the most”, and Twitter has also adopted a similar change (although users can opt-out and revert back to the chronological feed). The changes will hopefully make it harder for clickbaiters to game feeds with meaningless content, but the real aim for the platforms hosting is to surface more engaging content more frequently so users return often and stay longer.

 

The same goes for brands on social. If the content they produce is consistently engaging, then users will interact more frequently, leading others to discover it through preferred ranking. Ultimately, these new newsfeed algorithms exist to generate more meaningful engagement, driving not just clicks, but conversations via comments, and shares.

 

Learn and adapt

Meaningful engagement begins with relevant content that creates value for the user and the brand. While an insight-driven content strategy is key to delivering this, brands should also adapt stories and messages based on the emotional needs and behavior of their audience. This is more than just a case of ‘test and learn’ or refining what has already been done. Brands must also evolve their approach in line with new behaviors, platforms, competitors and rankings or risk being left behind by those who do.

 

A good example of a brand that does this well is Buzzfeed, who’s CEO recently shared their new strategic thinking, revealing how their objective has changed from getting users to click through to their main site to view stories, to allowing content to be consumed directly on other platforms. The new direction was prompted by analysing which content generated clicks and discovering that users prefer to consume some types of content within the platform they are already on. The company also found a discernable difference between user interactions with the same content on different platforms, demonstrating how content demand and consumption vary across sites. What spreads like wildfire on Facebook might fail miserably elsewhere.

 

Relevance is key

For brands looking to use social content to drive click-through to their site, it’s important to balance the goal of the company (clicks to eyeballs, or conversions to sales, for example) with the desire and behavior of users on different sites, and monitor response over time. Relevance is key to interaction, and brands that think like publishers will know that relevance is an ever-changing chameleon. While users are bombarded with meaningless clickbait, there is ample opportunity for brands to channel the social zeitgeist by delivering valuable content that meets audience needs in the format, time and platform that suits them. If they get this right, they won’t need clickbait.

 

At Mindjumpers we help companies and brands to think as publishers and provide end-to-end social media management across multiple markets, encompassing full social strategy, planned and reactive content creation, analysis and reporting.

 

If you’d like to find out more please get in touch.

 

*Don’t be naughty and scroll to the last paragraph – I’ve hidden the controversial part somewhere to optimize your dwell time in finding it!