Social Media Playbook for Publishers
Leading up to the Social Media & Inbound Marketing Master Class, marketing consulting firm Grow Socially will be sharing insights on social media management strategies, breaking down how publishers can engage a wider readership and drive revenue. For an even deeper dive into the content discussed here, be sure to attend the Social Media & Inbound Marketing Master Class in NYC on October 16th.
Social media. It's a huge part of the modern marketing world, and as you know by now, in order to make your online marketing efforts a success, you need to be on it. To help guide your team to success this season, check out your social media playbook below!
A Game Plan for Each Major Network
While there are plenty of social networks where your organization could have an online presence, we are going to focus on four of the most active ones today -- Twitter, Facebook, LinkedIn, and Google+. In order for your organization to keep up with the competition, incorporate these plays into your strategy.
Twitter can be one of the most beneficial platforms to interact with your audience, keep up with industry trends, and share relevant content, but it can also be one of the most difficult presences to maintain. Twitter can be extremely time consuming as it requires the most attention, posts per day, and monitoring; however, having a strong Twitter presence will pay off for your organization. Use this strategy to help you stay on top of your Twitter game:
- Post three to five tweets per day
- Posts should be personalized, interactive, engaging, and social-friendly
- Utilize videos, articles, photos, and blog posts as tools to tweet about
- Include relevant hashtags for topics, chats, industry events, and current events
- Use Twitter as a utility for your readers to voice questions or related information. Be sure to retweet and interact with your subscribers
- Each week, search for new and relevant people and organizations to follow and interact with: Current subscribers, potential subscribers, thought leaders, industry professionals
Facebook still reigns the social networks in terms of having the highest number of users. However, organizations can have a difficult time adapting to Facebook because it is primarily used for personal connections. While it can be a tricky game, it's important not to rule out Facebook for your media organization. There are ways to be successful and reach your audience, you just have to make sure your posts are timely and relevant. Here are some keys for success:
- Aim to post at least once per day
- Posts should be light, visual, interactive, and engaging: Articles, photos, > videos, and memes are all encouraged
- Discuss neutral current events and incorporate humor. Facebook is a personal platform, which makes it a great tool to humanize your brand.
- Run contests through your Facebook page to encourage interaction: Because Facebook has so many users, you can really build your following and interact with your readers this way.
LinkedIn has become the go-to place for business professionals to connect. When used properly, you and your organization will gain visibility and the credibility you need to compete in your market. More than just a marketing tool, LinkedIn gets you connected with the audience and resources you need for your organization to grow. Here are some tips on how to maintain control of your brand's LinkedIn account:
- Share an interesting industry-related post on your page 3-5 times per week: This could be a blog post, industry article, discussion question, or even a relatable meme.
- Be an active LinkedIn contributor. Write in an authoritative way that gives your audience something they can use. You'll gain credibility and eventually become known as an expert in your field.
- Join (and create) groups. You can contribute to discussions and showcase your knowledge in relevant groups. Be sure to utilize the "Promotions" section in your groups to share organizational news. Groups also provide you with the opportunity to make important business contacts and stay connected
Although many organizations overlook Google+ and don't completely understand its purpose, it is very valuable for publishers to maintain a strong Google+ presence. As Google is the world's most popular search engine, it is vital that you keep your Google+ page updated regularly to maintain a strong search engine optimization (SEO). Here are some key plays you can utilize to attack Google+:
- Post at least once per day. Posts should be personalized, interactive, and visual. You can incorporate photos, infographics, and video. Include relevant hashtags for topics, chats, industry events, and current events.
- Each week, search for new and relevant people and organizations to follow and interact with: current subscribers, potential subscribers, thought leaders, and industry professionals
- Recycle content that you've created for other networks for Google+. The most important part of staying on top of Google+ is making sure you're updating regularly, so it's okay to reuse past content - just make sure you're not posting the same updates on different networks daily.