7 Essential Tips for Family Activity Organisers On Social Media
Social media is an effective and affordable way to connect with your customers and build your brand. It’s quick to set up a social account for your business - but this doesn’t mean it will be easy to keep your followers engaged. Here’s our seven helpful tips to make the most of your social media presence.
Social media is time-consuming
It takes just minutes to set up a Facebook, Instagram and Twitter account for your business but can take hours or even days to manage an account effectively. Crafting great posts that get the engagement you want and responding to customer queries is time-consuming, so think carefully about which social platforms you want to engage with.
Consider which platforms are best for you by thinking about your audience: who are you speaking to and where do they spend their time? You may want to start with just a few social media platforms and work on refining your process before launching more.
Each platform has relative strengths and weaknesses and requires different content types to succeed. Very rarely can you copy across the same content across multiple platforms successfully without modifying it.
For example, Instagram is a much more visual platform that will require easy access to lots of strong photography to work, whereas Twitter is much more reliant upon sharp, concise prose. Before you pick a platform, think about what the goals of your social media account are, and the type of content that you will be posting.
Post quality over quantity
Each social media platform uses a proprietary algorithm that determines the posts that you will see in your feed. The upshot is not everyone that follows your account will necessarily see your post. A Facebook post with low engagement might only reach 2-5% of the people following an account.
Changes in mid-2018 to Facebook have focussed the New Feed on connecting people, so posts from friends and family take priority over posts from businesses, and you may have seen organic reach decline (that means the reach of post that you haven’t paid to promote).
Social media platforms try to show the most relevant and engaging content to a user, which so if your posts don’t get positive engagement regularly, subsequent posts are less likely to be shared with your followers. This is a trend that has accelerated in recent years as each platform tries to ensure that their users only see the most engaging content intermixed with advertisements.
With this in mind, your time is better spent post fewer high-quality social media posts, not bombarding your followers with information. Not only will your customers value the posts more highly, but there’s a better chance that your audience will see what you’re sharing. A good guide is to aim for 3 to 4 posts per week to begin with and then review how users are engaging with your posts.
Check what’s working
One of the great things about digital marketing is that it is easy to get real-time insights into what is working and what’s not. Learning from these insights will help inform which content your customer value receive most and help share your content strategy.
On a weekly basis, take time to review the analytics in your social media accounts to see which posts are getting the most engagement. The big platforms often have a good inbuilt insights feature, like Facebook Insights, Twitter Analytics and Instagram Insights.
Depending upon your goals will determine what you should look for. If you’re aiming to drive sales and get new customers, then you’re more likely to be tracking the number of clicks on your social media posts. If you’re using social media to help extend engagement with existing customers, then softer metrics such as the number of likes or shares will be more valuable.
Importantly, without looking at your metrics on a regular basis, you’ll struggle to ever make informed decisions about what and when to post. Things to look out for include:
The time and day of the week of your successful posts
The length of popular posts
Style of content: photos, videos, text or links
Content type: personal message, updates on your business, jokes
Set a style guide
The best social media accounts are effortlessly recognisable from the style and tone of their content. You may not be an international brand, doesn’t mean you can’t set out some brand guidelines to inform what you post.
Establish some clear guidelines around what you’re will to post about and what you’re not going to post about, as well the tone of voice you’ll use in your copy and the style of photos and imagery you will use. It shouldn’t take very long to note down the basics, and it helps define a consistent identity for your business on social media.
Always get permission
Sharing photos for your classes, testimonials from parents and quotes from kids is a powerful way to tell the story of your business. Before you share such content, always get the relevant legal permissions from the individual. Understandably, parents are cautious about how images and representations of their children are shared online, and it’s your responsibility to get permissions before posting sharing such information online.
Start a conversation
Some of the best social media accounts are a conversation between the business and their customers. Social media is just that - social! So it’s a space people are comfortable getting into a dialogue.
Use this to your advantage, and engage your followers with questions and conversations. Just like in the real world, a good conversation requires two participants which means you need to be ready to engage with your followers' feedback and comments, hosting a space that customers will enjoy responding to.
The world of social media is a busy place
Social media is a competitive space with millions of voices vying for your attention.
To stand out from the crowd you need to either be capable of posting some mind-blowing content or to engage with your followers on a personal level.
Unfortunately, social media algorithms don’t care that you don’t have the same marketing budget as a blockbuster movie promotion or the latest Kardashian post, they are only interested in sharing the most engaging content with their users.
Use the immediacy of your relationship to your customers and local parents to your advantage to share posts that speak directly their needs, in a way that a big brand will never understand.
For example, BYOB Comedy’s Twitter Feed has oodles of personality that can’t fail to engage their followers.
Navigating the world of social media can seem daunting at first, but with a clear plan of what you want to achieve with your posts, a bit of creative thinking and most importantly a reality check on how much quality content you can post on a weekly basis, you’ll be ready to grow your business online.