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Oct 26, 2017

5 tips to improve social media for your business

by Francis
Francis Nicholls-Wunder
Partner & Managing Director
“Hey everyone! My inbox is at zero! Oh wait. False alarm”

Francis has two main functions at Light Creative: managing everything and making puns. He does both very well, thanks in part to his expertise ranging from copywriting and editing, to social media and digital presence management. 

An acrostic of his name would go like this - Fierce Rational Amphibious Nourishing Calm Incorruptible Sassy.

Lightcreative  Francis  V2

Social media is a great way to bring in leads to your business and an even better way to engage with your community and build a loyal audience. But managing your social media business accounts can be time consuming so you want to make sure you are getting the most from your hard work. For social media to be effective you need to post regularly and give careful consideration to your content. Every business should have a social presence, and with these five tips you can make every post count.

1. Sync up multiple accounts


Most of the major social accounts have options where you can sync up posts so, for example, your Facebook posts are automatically posted to Twitter. This can literally halve the amount of time you spend scheduling your social media, as you can focus on the platforms most appropriate to your business while automatically filtering the same content through to the rest of your social accounts.

Ideally, you should be tailoring content to suit each platform specifically. Using the syncing functionality between platforms can mean that some of your images are lost and that each post might not be as suitable to each audience. But for a small business, focusing on the main one or two social media platforms your audience frequent is more than enough, and syncing that with other major social platforms is a great way to broaden your digital presence and help boost your search engine rankings.

2. Target your advertising to your unique audience


Everyone is on social media. Everyone. While that means there is a huge audience to speak to, it also means there is a lot of content for your voice to be lost in. However, if you’re willing to cough up a few dollars, most social media advertising allows you to very specifically target users demographically, geographically and even psychographically by tapping into their interests. Facebook is still the leader in terms of targeting and you can put out a Facebook ad for under $10. The best strategy is to try a few ads with a low spend, experimenting with slightly different content and targeting, to get some data and see what works before you spend any serious advertising budget.

3. Review analytics and respond accordingly


Test. Adjust. Test again. Every social media platform will have insights and analytics that give you great insight into how the public is engaging with your content. Take note not only of the number of engagements and views you have, but the demographic of the audience that interacting and what time and day your posts are most popular.

As well as reviewing your social media analytics, you can check the analytics on your website to see how your efforts on social are transferring to hits and conversions. Even the most basic Google Analytics can tell you how much traffic is being driven from your social channels and tell you how long those coming from social are staying on your site and what pages they are visiting while there.

4. Invest in quality visual content


The more popular a social platform gets, the harder it is to grab the attention of its audience. Social media is designed to be consumed quickly, with users quickly scrolling through their feeds and skimming over text. Nothing stops them in their tracks and draws their eye like a powerful image or dynamic video.

Smartphones have evolved to the point that the cameras stack up for social posts these days and it’s great to get some personal, intimate content with your own device. However, getting professional photography and video content of your products, customers, staff and office can send your engagement skyrocketing and make sure your business stands out as professional and like worthy.

5. Respond to audience engagement


Social media is not a one way street. There is a reason most social platforms refer to their users as a ‘community’: because social media is all about communicating back and forth. Don’t be afraid of opening your business up to comments and messages from the public on social media. More often than not you will receive praise and a few inquiries! While you may occasionally get some negative feedback, social media gives you the opportunity to publicly respond to the issue and reach out to the individual who has had a bad experience.

As well as feedback and reviews, be sure to engage with your audience on some of the smaller things. Reply to a comment. Like an image your business is tagged in. The more you are involved in the conversation the more likely your audience is to get involved themselves.

6. And finally - don’t be afraid to ask for help!


While it’s easy to learn the basics of social media, it is a difficult thing to master. Even if you think your skills are up to scratch, the platforms grow and update every day. Most taxing of all can be the sheer commitment of time and headspace to your schedule each month. So rather than bashing your head against a Facebook wall month after month, reach out to get some advice and even some help creating content and scheduling your posts.


For all your social media needs, contact [email protected]