Think about your favorite cookie recipe. Chances are, it contains a specific combination of flour, butter, sugar, and other add-ins to make it the delicious cookie you know and love. However, if you were to change the amounts or types of those staple ingredients, the final product might look (and taste) entirely different. This concept is no different for effective social media strategies.
Editor's Note: This blog was originally published in December 2011 and has since been updated for accuracy.
While there are a wide variety of methods to achieve social media success, it all begins with the same raw ingredients. Like a baker, the way in which social media managers combine their ingredients results in a final product unique to your brand. Let’s take a closer look at these ingredients.
Engaging Copy & Imagery
These are your essentials—the flour, butter, and sugar of your recipe. Without these ingredients, even the most well-thought-out social media plan will not work. To start building a successful social media presence that people will want to follow, your brand must create posts with interesting and engaging copy paired with high quality and eye-catching imagery. Why? Posts that contain photos or videos are 40 times more likely to be shared than posts that don’t. Without engaging content, people won’t want to hit follow or tell their friends about that great page they discovered.
Make the cookie a good cookie with the right amount of eggs, baking soda, vanilla and more. To create a strong presence and keep people returning and engaging, a social media manager must maintain a consistent posting and engagement schedule.
People visit Facebook 8 times per day on average. This means that followers will expect steady activity. Whether that means posting a few times per week or multiple times per day, consistency is key in social media success for your business. Schedule posts in advance to publish throughout the day or week so that your team doesn’t have to worry about missing a beat.
In between posting, managers must keep an eye on channels and mentions to stay on top of conversations surrounding your brand. With 42% of customer service replies sent within the first hour, your team should maintain an “always on” approach to keep up with customer activity and conversation.
Genuine Interactions with Followers
Make your cookie your own unique creation with add-ins like nuts or chocolate chips. Social media is just that—social. Don’t forget the value of keeping up with followers wherever they are online. Answer their questions, respond to issues, and interact on their level.
It’s important to note that all of this should be done through the lens of your specific brand and brand voice; 80% of all social media users will follow a brand based on the authenticity and uniqueness of its content and voice. Brands should not only reply, but initiate conversations by asking questions in posts and engaging with followers through comments and replies.
Our Recipe for Success
Our team of digital marketing specialists will take your business goals and craft a unique social media recipe for your business. Whether you’re in automotive, equipment or one of our other core industries, our team will apply your brand voice to reach and convert more of your target customers.
Contact us today to find out about how we can help develop the right social media recipe for your business.