In the world of Digital Media, the only constant is change. New platforms are emerging every day, and existing platforms are always coming out with innovative features.
So how do you find the right balance when it comes to social?
While we all know that visuals perform better than plain text, make sure your content is a good mix of pictures, videos, slideshows, infographics, and other creative pieces. Varying the type of content you post will open your business up to a wide range of new audiences.
As a rule of thumb, 80% of your content should be news, tips, entertainment (including memes or other viral shares), and relevant articles, while 20% posted on your company’s platforms should be promotional pieces. Consumers follow your platform to be entertained, and often find it all too easy to unfollow when all they are shown are sales motivated campaigns.
Respond to Negativity
It can be tempting to delete negative comments, but that won’t help you build your brand. Instead, respond timely to negativity by offering solutions to problems consumers may be facing. By tackling trouble head-on in a public setting, your company will gain the trust of consumers.
Hashtags are a great way to build your audience, but using too many or too few can be detrimental and unprofessional. For example, on Twitter 1-3 hashtags is best, Instagram performs well with 11+, and Facebook favors posts with no hashtags at all.
Sure, no one knows your business better than you, but handing over your platform for a day to a social influencer (like Aspyn Ovard or Ellie and Jared), can help your brand to reach millions of new viewers, and get the social facelift it needs to get your business to the next digital level.
Digital media is always changing, and you need to be willing to change with it. Not all campaigns will be successful, and not every post will render a great ROI. Be willing to tweak your campaigns as they are implemented, and take what you learn from this ever changing industry to boost your brand online.
What are some of the best ways your business stays balanced digitally?