It’s helpful to think of your content outlets, like your blog or podcast, as channels. Social media sites are also channels, which can be used to share both your content and that made by others.
If you have followed the steps in this book up to this point, you have already performed the research and figured out which social media channels are best for you to use.
The following are some items I have found to be helpful in maximizing my social media return. I am not a social media expert: I have learned these on my own while building my content websites. I think it is important for me to mention that I am not an expert in social media, because you need to know that you don’t have to be. My expertise lies in creating content and building brands. I have put social media to good use, and you can deploy it effectively by keeping the following tips in mind:
- Pick the right social media sites to utilize. I will continue to say this over and over, because not doing so is the most common mistake. You don’t have to be using all the social media sites, only the ones where the people in your niche live.
- Craft a powerful profile description and use a high-quality photo that represents you and/or your brand for each social media site you utilize. Photos of a person will always achieve more engagement than a faceless logo.
- Think of social media as a way to become a thought leader in your niche. Post your content, but also post other content that will help people in your niche. If they click on an article that you shared and they get value out of it, they will attribute the value partially to you, whether or not you created it, because you gave it to them.
- As a general rule, post information from others 80 percent of the time and your content 20 percent of the time.
- Use images to grab attention in your social media posts.
- Use short links, like Bitly.com, to track which social media sites are giving you the most traction.
- Post consistently. This is important. I can’t tell you how many times to post on a social platform, because each one is different. If you go too long on a platform without posting, your site will look stagnant. When I investigate the social media presence of a company, I always look at the last time they posted. If it was weeks ago, it tells me they are not very active social media users.
When I go to conferences and meet people for the first time, they often say to me, “Oh yes, I follow you on LinkedIn. The information you share is very helpful.” That’s how you establish thought leadership. People recognize you as a major source of information in your niche, and social media is a perfect avenue to help you achieve this leadership status.
Pick your social media channel and start posting away!
Author of The Content Marketing Equation