Social Media Optimisation
In the contemporary age of online interaction, the visibility and awareness of a brand is everything. Consumers can become aware of your brand through a variety of avenues such as through search engine results, social media (which can include blogs, Facebook, Twitter, Instagram etc.) and through word of mouth.
For search engine result pages, we have SEO; which refers to a broad spectrum of techniques and methods to increase your rankings on search engines. To read more about search engine optimisation, click here.
The focus of today’s post is the second avenue through which consumers discover and largely interact with your brand/business: social media.
Social Media Optimisation involves enhancing the presence of your brand/business on social media, however, this does not necessarily only include social media platforms such as Facebook and Twitter as this form of communication and interaction can extend to blogs, discussion forums and anywhere else your business/brand can be mentioned.
On contrary to this, SEO primarily focuses on increasing the visibility of your website on search engines like Google by pushing your website to the top of SERP’s (Search Engine Result Pages) when a consumer searches for a topic of relevance.
There are many people who still consider social media optimisation (SMO) to be an afterthought for their marketing strategy, more often than not assigning social media related tasks to interns. However, with an ever-growing user base on social media platforms such as Facebook –which has 1.28 billion daily users as of the first quarter of 2017– creating an effective social media marketing strategy has become something difficult, if not impossible, to ignore.
Although there are no hard and fast rules when it comes to the optimisation of social media content, anything which integrates visuals; whether it be images or videos; is much more popular and readily consumed by possible consumers, than the traditional form of content.
With the debut of Google’s Hummingbird in August of 2013, shares on social platforms including Facebook, Twitter, and LinkedIn have become much more important in calculating rankings. What this means is that the greater shares your content will have across the numerous social media platforms, the more reliable and useful it is considered to be by Google’s search engine.
You can use a wide variety of different types of content to gain these all-important social shares; you need to craft content which is original and reflects the personality of your brand/business in a way that is easy for your consumer to grasp and understand.
Let’s take a look at some of the best types of content that consumers readily assimilate, which you can use to greatly increase the visibility of your brand/business.
There are numerous platforms through which you can live-stream. And you should definitely consider this avenue to generate leads for your business or brand. Streaming on various social media platforms such as YouTube, Instagram and Facebook is detrimental to building trust with your consumers. If you choose to conduct a Q&A with your followers, you can talk about how your brand/business operates behind closed doors; this will increase the transparency of your business and effectively improve trust and loyalty with your consumers.
You should definitely try your live-streaming on social media as the superb interaction with fans is too valuable for ANY brand to pass up.
According to this website, infographics are 30 times more likely to be read than simple text-only articles. And according to this other website, the highest percentage of marketers (41.5%) said that infographics and other original graphics had the greatest engagement. Additionally, people remember 80% of what they see, compared to only 20% of what they read. These simple statistics should be enough to convince you of the validity of investing in infographics for your brand/business’s social media account.
Virtual Reality has been booming as of late, thanks to innovations in the technology primarily by giants such as Facebook, which purchased Oculus Rift in 2014 for a whopping $2 billion USD, alongside Samsung and Sony who systematically unveiled their virtual reality technology after Facebook; namely the Samsung Gear VR and PlayStation VR, respectively.
Moreover, thanks to new possibilities created by this technology, many brands have invested in crafting engaging new experiences for their consumers. Although, as this technology is still in its infant stage, only premium brands are investing in creating truly immersive virtual reality experiences e.g. the Marriott hotel.
Other Forms of Content:
These are just some of the more recent kinds of content you can create to help you maximise engagement with your fans. Although, other methods which are tried and true such as creative copy-writing are still effective for boosting engagement; the methods mentioned above have been proven to be effective at attracting new fans and keeping your old fans, alike.
What are some of your favourite kinds of content to amass legions of followers? Did you enjoy this article? Leave a comment down below!