Social media is now part of the ever expanding appetite for content that the internet has developed over the past few years. In fact, social media takes it a step further by allowing user generated content to be posted alongside and in response to official company posts.
Given the interactive nature of this exchange the kind of content that your company cultivates and posts is critical to user engagement. In this article, I’ll explain various content creation strategies for social media that, if implemented, will help generate activity and create a better overall user experience.
What most people tend to forget about social media is the fact that a brand (any brand) is expected to maintain a unique personality and style of engagement. The very best B2B brands create a social profile that aligns with their brand objectives and attitude. Furthermore, by extending this attitude to all customer interactions brands have a chance to create a one-of-kind style of engagement.
Social media drives you to create better content. As you interact with your client base, you’ll notice trending topics and develop a feel for what interests your most active contributors. You can use this information to keep fans swarming around fresh, highly relevant content. Remember, as long as you stoke the conversation, you’ll never run dry of exciting, new stuff to post.
While many social networking sites share community members, each network will have its own content format – Twitter restricts you to 140 character posts, Facebook has no such limitations, while Pinterest is primarily for photo-sharing. Similarly, you can expect users on each network to react differently to your engagement strategies, making it vital that your content is tailored toward each format.
Stuffing your content with critical search keywords, overtly advertising products and using words from the spammer’s dictionary will lead to negative brand perception and poor engagement. By now every marketer and optimization analyst should know that there is absolutely no excuse for black hat tactics.
Instead of harping on about general topics, create content that addresses a specific issue. This will help you work the long-tail and will help drive more relevant traffic to your page. When using long-tail keywords understand that unlike broad keywords, you cannot effectively target several related topics at the same time and will have to focus on only one or two with each post.
Pursuing a B2B social media strategy essentially helps you interact with clients and create brand awareness, and limiting yourself to a single network is not the optimal way to go about things. For the best results, ensure that you have initiated an active social media presence on at least three networks that cater to the largest segments of your customer base. Furthermore you may want to implement cross-network integration as a means to achieve higher levels of brand recognition.
Instead of just putting up share buttons, take things a step further and try embedding your social feeds on to your company blog. This will not only drive higher levels of user engagement, but also works to increase the flow of traffic from your blog to you social media pages. Additionally, these feeds add even more value to your blog by showcasing social media content and affording visitors a quick way to share your posts.
If you’ve got any tips to add, feel free to tap it out into the comment box!