Post authored by Emily Richmond, Social Media Marketing Specialist
“You grew up with social media, so it must come easy to you, right?”
As a millennial, I get this question a lot.
I was in middle school when Myspace was popular. That alone should tell you how much the social media landscape has changed in a short period of time.
It can be overwhelming to keep-up with the continuous updates and the newest trends within every platform.
Fortunately, many digital marketing professionals are constantly “refreshing” to stay current in all things social media.
A few weeks ago, I had the opportunity to attend Social Media Marketing World in San Diego.
As many of you know, you can stuff a lot of knowledge into a two-day event.
As I reviewed the tremendous amount of information I learned, I thought it would be helpful to share key takeaways that you can use to promote your event.
Be More Human, Less Robot
Unfortunately, social media can mask the organic human connection that we typically experience meeting face-to-face.
“Being human makes your brand more relatable, more approachable and more, well, engage-worthy,” according to Dan Knowlton, of KPS Digital Marketing.
When it comes to creating and scheduling content there are many helpful tools . However, they can add an automated feel to your feed.
If you plan to use social media management software, make sure to keep value, customization and variety in mind.
If your audience isn’t reading, liking, or commenting on your content, it may not be providing much value. Your audience is more likely to respond if they feel it meets their needs.Creating value-driven content will make a difference in the way your audience reacts. Make them feel like they are gaining something from your posts. Click To Tweet
Creating value-driven content will make a difference in the way your audience reacts. Make them feel like they are gaining something from your posts.
Even though your overall message is the same across all social channels, you need to tailor your content to match how your audience consumes it on each platform.
While it may be appropriate to post a GIF on Twitter, it may not be received the same on LinkedIn. Be sure to customize your content based on your audience and the social platform you are using.
Do you post content repeatedly on all social media platforms?
Unfortunately, doing so can dry out your feed, boring your audience easily. If you have the same content that needs to be pushed out to all your platforms, try using different formats (video, photo, infographic etc.). Even if each network has similar audiences, they may not even recognize that it’s the same content! Genius! It might be worth considering this approach if you have lost followers due to oversaturation of your content on different platforms. You can gain more followers by using tools like socialfollow, and from that point, you can reassess your approach and build back up.
Engage with your Audience
It is called “social” media after all, so interacting with your followers should be second nature.
Social media has become a core platform for customer support, idea generation and connecting people who have common interests.
When developing your social media strategy, I think it should be easily summed up by this quote from social media marketing expert Mari Smith:
“Content is king, but engagement is queen and she rules the house.”
Here are a few great tips that can help engage your attendees on social media:
Take ‘em backstage
The part of an event the attendees do not get to see is the time and preparation that goes into making an event successful.
Offering a glimpse behind the scenes through Instagram Stories, for example, will show the attendees what they have to look forward to, making them feel like they’re a part of the event from start to finish.
We’ll do it live!
Most social media platforms offer you the opportunity to engage with your audience in real time, making live video a great option to use at your event.
It creates FOMO (fear of missing out) for those who didn’t attend and—ultimately—helps drive your attendance for the following years.
Get that feedback!
Now that you’ve included your audience in the planning process and the actual event itself, use your platforms to ask your attendees for feedback. This is a simple and effective way to get ideas on how you can create an even better event experience in the future.
Whether it’s responding to a direct message on Facebook or asking for your audience’s opinion on Instagram Stories, your platforms provide you unlimited opportunities to engage with your audience.
Consistency is Key
If you want to grow your audience, you need to be consistent.
In the last couple of years, I have followed quite a few bloggers that I find interesting. Even though they blog about similar topics—lifestyle, fashion and beauty—they all seem to have one difference that creates individuality: branding.
Since there are many companies in the same industry, building your brand is a key component to having a successful social media presence.
Your brand is what differentiates you from your competitors.
When thinking about your brand, remember to think about your identity, content and design.
When your brand is consistent, your audience is more likely to remember you and keep you top-of-mind. They will also be more inclined to share your content with others, driving more traffic to your networks.
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