Frith Wilson-Hughes is the Brand Lead Partner at Spark NZ.
When it comes to social media, one size doesn't fit all.
The first consideration should always be to identify your audience. What are their demographics, like age and location? And what kinds of content would resonate with them?
Curate your business’s social channels with content specific to its platform. This means treating each social channel as its own entity, picking and choosing the right message and how it appears. Each platform has a different purpose. All are constantly evolving. For example, Facebook’s News Feed algorithm currently favours video while Instagram’s is image-led. The advice around Twitter is to share clever snippets of prose versus long-form content, which might be better suited to LinkedIn. Read more about the Facebook News Feed algorithm
Bear in mind too, that not every business message is appropriate as a social message. Sharing non-social content on social channels can be detrimental to the specific campaign, not to mention the brand.
So, how do you know if a message should be shared on social media platforms?
To find the answer, ask yourself these five questions:
If you can't answer "yes" to all these questions, think twice about posting your content.
What do you do now that you've posted?
It’s so important to follow through with any social content you post. Social media is about connectivity – it’s a two-way street. Make sure your audience knows you’re listening to what they have to say. But you also need to strike the right tone as a business.
Here are a few quick tips on managing interactions with your audience on social media: