Tagged: social media agency
Westchester NY Social Media Marketing Agency Ruby Media Group was recently featured in 914 INC. Magazine’s “Social Media Playbook” feature article. Click here to read the full article!
Why you should never post the same content on every social media platform
I cringe when I hear small business owners talking automating their social media channels so that one post goes out to all of their networks at once. Don’t do this! This feels like spam to your audience. Cross-posting the same piece of content adds very little value to your followers and network.
It is important to respect the platform “atmosphere” of how people share content and the experience they are looking to get on each social media channel.
Something that would be perfectly acceptable to post within the Snapchat ecosystem may feel entirely offensive and amateur to someone’s professional network on LinkedIn.
How to create content for each social media platform
Your friends, followers, and social media audience is looking for different interactions depending on which social media channel you are on. For example, someone on Snapchat is looking for quick, engaging videos most likely with geotags and face filters, whereas someone on Facebook would be more likely to “like” a family photo.
What should you do instead of cross-posting?
- Edit the copy or creative to match the platform.
- Post the content on social media platforms where it will resonate with that audience.
How to repurpose social media content on different platforms
Here is how I repurposed the article I wrote titled 13 legal mistakes your business is making on social media.
Same piece of content, yet entirely different post strategy on each platform.
Facebook. Shared the article link along with a paragraph of descriptor text on why this matters and why people need to read it. This yielded high engagement.
Twitter. Wrote entirely new copy to promote the article from a different angle- why it is incumbent upon PR Firm agency owners to understand the legal side of social media. Included relevant hashtags in the legal industry to get on the radar of more attorneys.
Instagram. I wanted to post this as a stand-alone post, but knew it wouldn’t have yielded high engagement. Instead, I posted a screenshot of the original Observer article on mobile and uploaded it to RMG’s live Instagram Story and wrote on it “new blog” with an upward arrow.
Snapchat. Chose not to share the article at all because it would have looked spammy.
LinkedIn. Shared the article link with paragraph of descriptor text- also yielded high engagement.
Again, notice how it is the same piece of content, yet the article copy and creative is entirely different with each post depending on the platform?
Social Media Strategy Posting Tips
As a small business owner, you need to plan out not only the creative, but your distribution plan around the creative as well.
So for example, at the beginning of every week, we have content lined up for clients, but we will then create a specific posting plan for each individual piece of content on how we will promote it on each social media channel.
Sometimes, our NY Social Media Agency will create a piece of content that is great for Instagram, but won’t work for a client’s Facebook page.
Other times, we will update a client’s Instagram 1x per week, whereas we update their Facebook 3x per week because the content will resonate with their target audience in that digital channel.
Social Media Marketing for Business Tips:
It is critical to review the analytics in any social media campaign.
- Where your target audience is
- What social media platforms your target audience uses
- Execute a social media strategy
- Analyze the results
What content is best on Facebook?
- Educational content
- Articles with descriptive text
- Tagging others to amplify reach
What content is best on Snapchat?
- Filtered posts
- Location tags
- Light and breezy content
What content is best on Instagram?
- Instagram Stories
- Aesthetically pleasing feed posts
- Bulleted copy
What content is best on LinkedIn?
- Long-form published articles
- Lengthy posts
Social Media Key Takeaway for Small Business Owners:
Stop posting the same content on every social media channel!
Didn’t get what you expected from your last Social Media Marketing campaign? Here’s why.
You have invested a great deal of your marketing budget and valuable time in social media marketing, but you may not be getting the return on investment (ROI) you hoped for. You’ve read about other businesses who are thriving on Twitter, attracting customers from Pinterest and Instagram and making money from targeted Facebook ads, but yours isn’t one of them. Before you pull the plug on your social media marketing campaign, take time to review what is and isn’t working and refine your strategy. When trying to assess what works, be sure not to skip over the basics. Review the following key areas every quarter. Not paying attention to some of these very simple rules could be the reason why your campaigns are tanking every month. Remember to invest in a social media marketing strategy up front, before engaging in social media, to avoid making critical mistakes.
SOCIAL MEDIA MISTAKES TO AVOID
What are some common social media marketing mistakes businesses make?
You don’t know who your target audience is: First, do you really know who your customers are? Are they teens, young millennials or baby boomers? Mostly men or women? The content that you put up on social media should be of interest to your customers, but you need to know who they are first. If you’re unsure, spend some time researching who is buying your product or services and who is engaging with your content. If you don’t have a crystal-clear idea of who your buyer persona is, your Facebook advertising campaign will also under perform.
You never look at analytics: What content is performing the best with your target audience? Do they like images, video or long form content best? Out of the content you created, what generated the highest share count? If your followers love to engage with pictures, but do not seem interested in back-and-forth discussion, Instagram may be a better choice. Measure the shareability then tweak accordingly. Also, be sure to dig deeper than basic Facebook insights. Familiarize yourself with Google Search Console and Google Analytics. Review how much traffic is being driven from social media back to your website, and look at the sources that are driving inbound leads to your site.
You spread yourself too thin: Are you spending hours filtering photos for Instagram and seeing little to no results? Your target clientele may not be active users on Instagram. According to studies, the average American spends roughly 40 minutes per day on Facebook. This may be a ripe opportunity that you have completely looked past if you are more focused on Instagram or Snapchat. You need to find out where your customers are and then focus on the social media networks that perform best with your prospects. For example, your target clientele might want six-second Snapchat videos verses long YouTube videos. Do not spread yourself thin just to make sure you are “everywhere.”
You create boring content: Is your content even shareable? For example, you want your customers to know what a great staff you have and you are posting office photos daily. While customers care about customer service, if they are not sharing or commenting on these photos, stop posting them. Instead, try focusing on the benefits of your products and services and provide tips or articles that help your customers live better lives. Stop wasting time creating content that your customers are not engaging with. Rule of thumb: if you wouldn’t share the content you are creating, stop creating it. If you can’t personally see yourself even giving it a measly like, why would someone else like it?
You don’t respond: Are you tweeting out questions and not responding when your customers answer? Do your followers tweet and tag you, but you don’t interact with them? According to Entrepreneur Magazine, almost half of the millennial segment — and one in three consumers overall — say they are influenced by social media and use it to make purchasing decisions. Customers build relationships with companies through social media, so you need to take time and respond to them. If they do not see that you are responding, they will leave you behind in the social media dust.
But really, the number one reason why your social media campaign bombed? Because you are inconsistent. Social media is a daily practice. You have to post consistently to build an audience and get results. One hit wonders don’t do very well on social media. You can’t post religiously for two weeks and then ghost your followers for two months. Your audience won’t build up trust in your brand and won’t rely on you to provide consistent, steady content. Lack of consistency is the number one reasons most social media campaigns do not take off. Occasionally, small businesses with mediocre content will perform far better than large-scale agency campaigns simply because they post daily and put themselves out there. Half the battle is consistently using the technology and engaging with your audience. Devoting time daily to your presence on social media is a must in order to grow your followers and succeed. Without it, you will perpetually be in a failure-to-launch phase. Even the most expensive New York social media marketing agencies won’t be able to help you if you are not committed to consistently creating new content and measuring the performance.
Did you like this post? Click here to read 10 more social media mistakes your business is making
On March 9, Facebook rolled out a new feature merged into its Messenger chat application called “Day.” Inspired by Snapchat, it allows you to post video or image content that lasts for 24 hours. Afterwards, your posted content disappears.
Facebook is not the first social network to copy Snapchat’s innovative Stories feature. Instagram has done the same (also calling their feature “Stories”). The previous month, WhatsApp followed suit, adding an update to their “Status” feature.
As a business owner, you can use these features to capture a sense of spontaneity and engage with your customers. But which network should you choose? We explore the pros and cons of each platform.
Facebook Messenger Day
Facebook Monthly Active Users: 2.41 billion
Facebook Largest Demographic: 25-34, followed by 35-44, 18-24, and 45-54
Facebook Messenger Day Pros: Because it’s brand new, fewer people use Facebook Messenger Day, which means your posts may not get lost in the crowd. This is ample livestream “real estate” to broadcast your day to people who otherwise may not use livestreaming platforms. Additionally, Facebook is still the most popular social network with the largest overall reach. As Messenger Day matures, this may ultimately result in a broader reach than you will find elsewhere. Facebook’s demographics are well distributed among middle-aged users. If your business is targeting a middle-aged demographic, this would be the perfect livestream feature to capture their attention.
Facebook Messenger Day Cons: Because Facebook Messenger Day is still new, your reach may be limited. Functionality is lacking in a few areas as well. There is still no indication that Frames are available for use with Day posts, which restricts geographic discoverability. Day also does not work with Facebook pages right now; it’s only available to individual users. That means you must use a personal account, which may be difficult if all of your business content is on your company fan page. Facebook Messenger Day is also still missing features that exist on Snapchat and Instagram, such as 3D stickers, swipeable filters and brush styles.
Instagram Monthly Active Users: 1 billion
Instagram Largest Demographic: 25-34, followed by 18-24
Instagram Stories Pros: Instagram is arguably the best overall choice for most businesses. This social network has more monthly active users than Snapchat. While it has fewer active users than Facebook or WhatsApp, Instagram Stories is far more established than Day or Status. For right now, it provides the best reach. Instagram is particularly popular with millennials, making it ideal to reach the younger generation. Like Snapchat, Instagram is well established and sports numerous features like brush styles and GIF capture. So, you can customize your posts—perfect for letting your employees showcase your corporate culture. The growth of Instagram Stories has surpassed the growth of Instagram feed posts with millennial users. Millennials were already used to utilizing this format from Snapchat and quickly adapted to it when Instagram Stories took off.
Instagram Stories Cons: Instagram is a particularly popular network among marketers, so you may find yourself vying for attention. This is because Instagram is well established as a visual platform and provides a broader reach than Snapchat.
Snapchat Monthly Active Users: 100 million
Snapchats Largest Demographic: 18-24
Snapchat Pros: Twenty-three percent of Snapchat users are between the ages of 13 and 17. So, if you’re targeting gen Z, Snapchat will provide you with fine-tuned visibility. It has many advanced features like 3D stickers and the ability to export to other platforms, so you can customize your posts. Another advantage is that Snapchat is well established and was the leader in developing this feature. Because it was the original livestream, it still has the most “authentic” vibe.
Snapchat Cons: Snapchat is not as useful for reaching baby boomers and Instagram stories may be a more ideal platform for reaching millennials who are already active users of the platform. For this reason, its utility within a B2B context is limited.
WhatsApp Monthly Active Users (as of September 2019): 1.5 billion
WhatsApp Largest Demographic: 25-34, followed by 35-44
WhatsApp Pros: As with Facebook Messenger Day, WhatsApp Status is relatively new in its current incarnation and not yet oversaturated. WhatsApp has a large user base and gives you access to a wide age distribution. Status updates are encrypted, perfect for reaching out privately to a single customer or associate. Another interesting feature about WhatsApp is that it was designed specifically for use on mobile devices, which may make Status the perfect choice for B2B posts in an industry, such as construction, where mobile technology is pervasive.
WhatsApp Cons: Like Messenger Day, this version of Status is not well established, which will restrict reach in the immediate future. Because it’s still in the early stages, it lacks the advanced features available on Snapchat and Instagram Stories.
Ruby Media Groups Picks:
- Best for overall reach: Instagram stories
- Best for targeting Millennials and gen Z: Snapchat, Instagram stories
- Best for targeting baby boomers: Facebook Messenger Day
- Best for privacy: WhatsApp
- Best for mobile reach: WhatsApp
- Best for customization: Snapchat, Instagram Stories
- Best for geographic discoverability: Instagram Stories, Snapchat
Differences in demographics and reach make one platform more appropriate for your brand than the rest. Evaluate your target market and choose the platform that will best reach your customers.
The days of static social media are long gone. It’s no longer enough to post a photo and hope for the best. Every social network is clamoring for your attention and encouraging users to livestream their day. Without taking advantage of these livestream features, you may be missing out on a core functionality of where social media is headed.
WHY STORIES ARE MORE POPULAR THAN FEED POSTS
Stories are where all of the action is right now.
- Stories are an easy way to consume content and there is no etiquette limit to how many stories you can post in a day.
- Newsfeed post etiquette is typically not more than one feed post per day, so many users feel more free to express themselves via Stories.
- Another reason feed posts have declined with millennials? Millennials are afraid to commit. Feed posts require a larger commitment than a disappearing story does.
- A feed post has to fit in with an entire brand aesthetic, whereas a story is the more unfiltered version.
- This aversion to commitment that is evident in the growth of Instagram stories vs feed posts shows a much larger trend among millennials, which is also evident in pushing off marriage and longer term commitment.
The Future of Social Media Stories:
Publishers are creating episodic content for Instagram Stories in the same way producers create packaged content for traditional television.
This will create an abundance of new jobs and opportunities. More digital marketing agencies are creating in-house video production studio offerings to stay competitive. Additionally, new jobs are being created specifically around Social Media stories. These jobs include:
- The creation of graphics and video production for Instagram stories
- Ad sales of sponsored content of Instagram stories
- Partnership development of Instagram stories
- Branded influencer marketing of Instagram Stories
- Producers for Instagram story series production
Kris Ruby is the CEO of Ruby Media Group, a public relations and social media agency. Ruby is a frequent on-air TV contributor and speaks on social media, tech trends and crisis communications. For more information, visit rubymediagroup.com or krisruby.com
Photo Credit: Kara Hendrick, Women in Digital