It’s a space where you can reach anybody, anywhere, at any time…a space where you can control the messaging and act as a global news channel for your brand…a space where customers are looking to stay updated on real-time information.

People have their phones with them at all times. They have curated the types of information they want to hear about by liking pages. They are looking for their friend’s next post about a great restaurant or their sister’s next photo of her baby and mixed among them is content from marketers.

They are tuned in and it’s your time to make your brand shine. How will you capture attention and bring business to your company with this ever present, powerful tool?

Have a Brand Personality

The voice of your brand should be carried through all social media channels and all marketing channels. It brings consistency to tie together all of the messaging and visuals.

Take time to carefully create a persona for your social media content and interaction. This will help people connect with your information and help followers feel like they can relate to your brand.

Share Relevant Information

What’s in it for them? Always ask yourself if the content is something that your users will find useful or interesting. If not, it should not be posted. If your followers find that they like your content, they will continue to follow your company’s social media channels.

Tie It to Business Goals for Success

Social media has to be a blend of informational and promotional content. For posts that tie into business goals, it could be based on follower count, number of interactions, registration for an event, sales tracked from social media channels, and any other measures that tie into business initiatives.

The potential for social media to bring revenue to a company is tremendous. People feel a connection to brands and the storytelling stage of social media makes it a perfect way to create brand loyalists and champions that spread your brand to their following.

Calculating ROI and reporting on the performance of all content will demonstrate the effectiveness of the messaging. It will also inform how to craft content in the future so that it will bring in even more revenue.

Plan for Onmichannel Content

Weaving all marketing platforms together so that they work as a powerhouse is imperative. It’s like a recipe when all the ingredients come together and create one
amazing comfort food hot dish.

With all of the channels reaching people in different ways and with different people interacting with different channels, the omnichannel approach is superior.

Your brand experience spans across the globe and across numerous channels, so it is important to be strategic about all content. Planning accordingly involves thorough research, complex calendars, advanced analytics, and close monitoring.

Making sure that social media works in tandem with PR, marketing, advertising, website content, app experiences, and all other communications is imperative.

Create Interactive Moments

Customers interact with brands in social media a more substantial way than in any other format. Creating a global community in that space is dependent upon posting great content and inspiring interaction.

Creating interactive moments will have huge payoff. Not only will word spread online, but revenue will ultimately grow. If a customer finds your information relevant and shares it with their followers, your brand gains additional superiority in their followers’ minds. Your brand has just been endorsed by a passionate external individual which comes with heavy credibility.

Brand moments in real life can REALLY raise the bar. If customers visit your hotel and have a wonderful experience, they can become advocates for your brand. They may use your #hashtag, @mention your company, post photos about their awesome vacation there, and inspire some of their friends to follow your page…and later visit. The social media platform is like a concert full of people seeing your message at once and all wanting to be there as soon as possible.

Leverage Engaging Visuals

When someone is scrolling through their feed they likely only have a few minutes to spare and if you want to grab their attention with a visual, you’ll need to have a captivating photo or video.

Use photos that your audience would gravitate to because that is what will keep their attention long enough to read and engage with your post.

Be Strategic with Different Platforms

Each channel may have a different audience but there is also a shared audience. Think about the way that customers engage with each page and design relevant content accordingly.

Strategically decide which content will reside on which channel(s). There are many factors to take into account and studying the behavior of your followers and analyzing their attributes will dictate what is relevant for each channel.

Continually Monitor and Learn about Your Followers

Like a Ferris wheel, the social media cycle is never ending. There are always new content going up, followers joining, comments being made, likes generated, and new topics and technologies to explore.

Monitoring how content performs is the best way to learn about what content your audience finds relevant. It will fine tune your persona and help you determine which content to post in the future.

Having metrics and analysis to share with your company makes the results of social media tangible and fact based. Performance reports highlight the incredible power of social media.

Test New Content Types

The bridge between content ideas and successful content is testing.

This can be the most exciting part of social media content creation. It gives you the opportunity to learn about your followers.

The more you know your followers, the more successful your content will be.

Strategically testing your content gives you gems of knowledge that make your channel more relevant, help your company become the thought leader in a space, and bring new customers and business to your company.