SO­CIAL ME­DIA FACT FILE

10 THINGS YOU MIGHT NOT KNOW ABOUT HAR­NESS­ING SO­CIAL ME­DIA

Computer Arts - - Industry Issues -

01 TAP INTO CUR­RENT AF­FAIRS

“Face­book wants the best pos­si­ble ex­pe­ri­ence for its users, so it’s con­stantly re-eval­u­at­ing the value it puts on a piece of con­tent, de­pend­ing on how it thinks peo­ple will re­act to it,” says David Glenwright. “Try where you can to talk about pop­u­lar or cur­rent af­fairs. By us­ing th­ese key­words in your con­tent, Face­book will iden­tify your post as be­ing timely and rel­e­vant, and show it to more peo­ple.”

02 SHARE YOUR PORT­FO­LIO WITH DROPBOX

“You can share Dropbox files on Twit­ter,” ad­vises Ben Mottershead, “which is a great way to put out your lat­est PDFo­lio if you’re tout­ing for free­lance work, or a new job. This is par­tic­u­larly use­ful for grad­u­ates.”

03 USE THE GOLDEN RA­TIO

What’s the right mix of first-party and third-party con­tent? How of­ten should you post purely pro­mo­tional mes­sages? One best-prac­tice tech­nique comes from con­tent mar­ket­ing plat­form Ral­ly­verse, which an­a­lysed cus­tomer data in a wide swathe of in­dus­tries to find an op­ti­mal ra­tio: 30 per cent owned (that is, your own orig­i­nal con­tent), 60 per cent cu­rated from rel­e­vant ex­ter­nal sources, and 10 per cent purely pro­mo­tional.

04 TRACK VISI­TORS WITH FACE­BOOK PIXEL

“The Face­book ads plat­form utilises third-party in­for­ma­tion to sup­ple­ment what it gath­ers it­self,” ex­plains Glenwright. “When creat­ing ad au­di­ences, you can see where Face­book has ac­quired its in­for­ma­tion from. You can also im­port your own ad­di­tional data into your tar­get­ing au­di­ences. By in­stalling Face­book Pixel into your web­site you can track visi­tors to your site and re­mar­ket to them, and if you have an email mail­ing list of cus­tomers, you can also im­port this data and reach out to them through Face­book ads.”

05 POST LINKS WITH UTM EN­COD­ING

“Some­times the con­tent and ar­eas of post­ing that seem to be the qui­etest in en­gage­ment are of­ten the great­est sources of in­bound traf­fic and leads,” says David Kutcher. “UTM strings, used in con­junc­tion with Google An­a­lyt­ics, will let you track where your traf­fic is orig­i­nat­ing and how it’s con­vert­ing, and de­velop strate­gies to con­tin­u­ally im­prove it.” See con­flu­ent­forms.com/utm for more.

06 PAIR YOUR HASH­TAGS

“As well as mon­i­tor­ing your di­rect in­ter­ests, In­sta­gram will make as­sump­tions based on com­mon pair­ings and sim­i­lar­i­ties,” points out Glenwright. “For ex­am­ple, In­sta­gram sug­gests to me that I might like a post about cigars – I don’t smoke, but I am a fan of Scotch whisky, and the two things are com­monly linked to­gether. There­fore, use hash­tags that don’t di­rectly cor­re­spond with your con­tent, but are a log­i­cal pair­ing with it, to fur­ther your reach.”

07 DON’T GO OVER­BOARD ON HASH­TAGS

“Keep hash­tags as pre­cise as pos­si­ble on In­sta­gram,” adds Mottershead. “If you go above 25, or you use the same hash­tags in mul­ti­ple posts, In­sta­gram of­ten flags it as spam and lim­its the ex­po­sure of said post.”

08 LET PEO­PLE PIN IT FOR LATER

“Adding ‘Pin it for later’ links to your so­cial posts – on Face­book, for in­stance – means peo­ple can pin in­spir­ing posts to their boards to read later,” says Ben Mottershead. “This is a great way to cre­ate fur­ther ex­po­sure and click-through.”

09 QUAL­ITY OVER QUAN­TITY

“LinkedIn lim­its the num­ber of in­vi­ta­tions you can send and it’s of­ten bet­ter to have con­nec­tions that give you sig­nif­i­cant ad­van­tages within your sec­tor,” points out Mottershead. “Cre­ative di­rec­tor of a lo­cal agency – yes. High-school friend you haven’t seen in 10 years? No.” 10 RE­PLY TO MES­SAGES IN LESS THAN AN HOUR

Re­search by Lithium Tech­nolo­gies shows that con­sumers ex­pect a lot from brands on Twit­ter. Some 53 per cent of users who tweet at a brand ex­pect a re­sponse within the hour – and that per­cent­age in­creases to 72 per cent for those with a com­plaint. If you’re han­dling so­cial for a client, con­sider in­vest­ing in soft­ware like Spark Cen­tral to stay on top of cus­tomer sup­port tweets.

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