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In this second part of the Smart Idea Lane's 5-part series on social media, we look at Social Media Engagement. * What are you currently doing? * What are the styles of posting? * What are the types of media in social? * When is the best time to post on your social media platform? * A Facebook Reach cast study * How can you start social media testing for reach, engagement and timing? For more information, specifically the first episode in this series, check out the Smart Idea Lane at ( http://smartidealane.com/social-media-template-social-media-funnels/ ).
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Social Media Template
Part Two: Social Media Engagement
What will you learn?
In this step in the Social Media Template, we are going to discuss some basic actions and best practices for social media engagement.
What do you use right now? Which is your most active platform? Where is your community? And who are they?
Styles of Engagement
These are the types of posts that will get your the most engagement with users and your community.
Styles of Engagement
1. FUNNY
Styles of Engagement
1. FUNNY2. NEWS / UPDATES
Styles of Engagement
1. FUNNY2. NEWS / UPDATES3. INFORMATIVE / HOW-TO
Styles of Engagement
1. FUNNY2. NEWS / UPDATES3. INFORMATIVE / HOW-TO4. CONTESTS / GIVEAWAYS
Types of Media
These are the types of posts you make. These could be completely textual or use multi-media to get information across, or just to provide entertainment.
Types of Media
1. Text
Types of Media
1. Text2. Hashtags
Types of Media
1. Text2. Hashtags3. Links
Types of Media
1. Text2. Hashtags3. Links4. Images
Types of Media
1. Text2. Hashtags3. Links4. Images5. Video
Time to Post on Social Platforms
Timing on social media platforms is like advertising on television. With social, like in normal marketing, you are looking for the most reach, for the targeted market or community, with the most impactful message. Quality =/= Quantity
Time to Post to Social Platforms
1. Are you already using social?
Time to Post to Social Platforms
1. Are you already using social?If you are, when are the times your community is most active; not for looks, but for commenting, sharing, etc.? What day of the week is the most effective? How often do you participate?
Time to Post to Social Platforms
2. If you aren’t, we need to experiment!- setup automatic posts- use Twitter, Facebook and Google+- 5 times a day, for 2 weeks, MINIMUM- gauge results, alter efforts and retest
Steps to social testing
1. Get a Hootsuite Account (allows us to time our posts)2. Post at different times each day, but at the same times for 2 weeks- 9AM, 11AM, 1PM, 5PM and 9PM3. Use similar ‘types’ of media in your posts4. Evaluate engagement (and on Facebook, reach)5. Switch times as needed- 10AM, 12PM, 3PM, 6PM and 10PM6. Evaluate results7. Repeat
Is testing even important?
Is testing even important?
YES!
Facebook Reach Case Study
Page outline prior to changes
1. Facebook page with 200+ fans2. Reach was an average <10%3. Niche is seasonal (July - February) - this means the page and theme is in ‘downtime’4. Mostly links to website was being used in the past
Facebook Reach Case Study
What I tested...
1. Post 3-5 times a day (become active)2. Use text, links and images (become entertaining)3. Don’t link to the webpage, to other articles (become trusted)4. Review results after two weeks, and change5. Repeat over and over
Facebook Reach Case Study
Results...
Facebook Reach Case Study
More Results...
Facebook Reach Case Study
What was learned…
1. My community is most active from 3PM - 11PM EST2. My community values news updates and evergreen content3. Images AND Trending Topics got the most reach4. Like/Share links, with my own opinion got the most interaction5. Starting next week, I’ll be testing late evening postings exclusively - 4PM, 6PM, 8PM, 9PM, 10PM6. Review, Re-evaluate, Repeat
What did we discuss?
1. Styles of Engagement2. Types of Media and Postings3. Times to post4. Evaluating our best methods of getting the most reach5. How I increased reach from 10% to nearly 30% reach over 5 weeks
What will you be doing?How are you testing engagement and reach?
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