Are you new to social media, lack confidence in the platforms, or feel overwhelmed with what you should be doing? Then, you could benefit from a social media review.
With so much advice and guidance online, it can be hard to know where to start. And it’s difficult to be objective about your own business, even when your results tell you that your social platforms could be working harder.
A social media review will pick up what you can improve while shining a light on what’s working well! It’s not all bad news.
Are you using the right social media platforms?
Finding time to collate written and visual content for social media and scheduling and posting updates can be challenging for any business. It’s a time-consuming task, especially when you’re reaching out on multiple social media platforms.
Perhaps it’s not right for your business to be on every platform. Take a look at where your audience hangs out and what they’re searching for. It will help define which platforms to concentrate on. It might be more appropriate for your business to hone in on a more specific market with content. Look at your platforms and consider which ones are working for you. If one is taking more work yet yielding little return, consider shutting it down.
Likewise, focus on platforms that you are currently not using or underusing. For instance, is it time to improve your game on LinkedIn or start an Instagram Business Account? There’s no hard and fast way to find the answers by searching online. Where you should be on social media is down to your unique offer and audience.
Is your branding helping to build your business on social media?
Your brand is one of your most important assets. It sets you apart from your competitors and makes you identifiable. That’s why it’s essential to check that your branding is being used consistently across all your social media channels and you are not sending out mixed messages about your business.
Take each of your accounts by turn and check that your branding is used consistently across your social media platforms. Focus on your imagery, tone of voice (more about this later), hashtags and keywords and check that any images are the correct dimensions for each specific platform.
Look at your bio and description details and optimise them to keep on brand. For instance, Instagram provides 150 characters within the bio details. Make those characters work extra hard to showcase your brand.
Could your #hashtags work harder?
Hashtags are an essential part of social media marketing. They make content discoverable and increase awareness, expanding your reach. Getting the right mix of hashtags will help you grow your audience.
How you approach using hashtags will depend on the social media platform you are using.
In most cases, less is more. Although Instagram will accept up to 30 hashtags, recent advice suggests using 11 for optimal engagement. The same is true for the other platforms, with Facebook and Twitter favouring two and LinkedIn preferring three to five per post. Consider the number of hashtags you are using within your posts - are you going overboard or keeping within the accepted limits?
Instagram is an excellent place to start when it comes to reviewing your use of hashtags, as it’s where the majority of hashtags are present. The key is finding the right ones that fit your business and specific posts. A good mix is to use high and low performing hashtags with niche and location-based hashtags (if applicable to your business). And it’s never a bad thing to take a look at what your competition is doing.
Are you keeping up with trending hashtags, could you be using your own branded hashtags and are you researching the best hashtags for your sector? By reviewing your use of hashtags, you’ll be able to identify if they could be working harder for you - reaching a larger audience to build your brand.
Do your posts add value?
If you want to see value in your results, you’ve got to be prepared to add value to your content. Adding value to your social media posts will boost engagement, increase your audience and improve your brand’s reputation. If not, your audience will become disengaged and lose trust in your brand.
However, to offer value, you need to understand what your audience will find engaging. And then provide that information in various formats. Think inspirational posts, top tips and solutions. Providing information and being helpful is a sure-fire way to create connections.
Providing information and being helpful is a sure-fire way to create connections.
It’s worth taking stock of your current content to review what is and what isn’t working. You can then move forward with a better understanding of what works for your business. For example, which posts have received the most likes, comments, shares or views? Do photos perform better than videos? Do the same images perform as well on Facebook as they do on Instagram? Next, pull out your top three performing posts on each platform. Can you detect a pattern in what is popular? Then, on the backflip, which posts have been a flop - what can you learn from them?
Are you using the correct language?
Have you considered the tone and language in your posts? It’s one phrase we tend to have on repeat when it comes to branding - but consistency is key. Defining a personality and tone of voice to represent your business across all of your social media platforms and your wider marketing communications will help you strengthen your brand and make your message stronger.
Ask yourself, if your brand was a personality, who would it be, and what qualities would you associate with it? Is it casual and fun-loving, stylish and savvy, or confident and serious? It will help you discover a tone for your communications. At Uproar Creative, we like to think that we’re friendly and fun to work with while also being professional!
The approach you take will also depend on the sector you work within. For instance, if you specialise in finance, it’s unlikely your target audience will respond well to a laid-back tone with casual language.
But whatever tone you decide on for your business, make sure it’s consistent across all of your social media platforms.
By following our five-step approach you’ll be on your way to acing your game on social media.
Do you need a hand with a social media audit? Find out more.