14 Aug Our Intro guide to Social Media for SMEs
Organic reach on social media is increasingly more difficult for brands to achieve, especially the smaller and lesser known Irish brands. While most businesses are actively publishing content, it’s not reaching or engaging their consumers. For example, only 16% of brand Facebook posts are reaching fans. Brands are increasingly looking at fans and followers to actively engage with, and promote, brand content with their own friends and followers thus achieving social activation.
Social activation is the act of transforming your social media followers from voyeurs, into participants, into ultimately evangelists.
Every digital marketer would like to create content that goes viral. When your target audience spreads your message for you, it’s essentially free advertising, and so it is a great way to increase the return on your marketing investment. But what do brands know about digital marketing psychology? What makes consumers want to share content with others?
We are far more likely to share content if we believe it is good social currency.
3 Tips to strengthen your social media presence:
1. To achieve social activation, Irish SME’s must create a strong calendar of video, imagery and blog content that will be hosted on their websites. Content needs to include professionally produced material as well as stories and images submitted by both the brand advocates and the brand creators. Ensure social sharing functions are built into your content and website. When people come across valuable content, they want to share it with their friends and followers. If you don’t have sharing buttons, your visitors will likely click away and you’ve lost that opportunity to reach a wider related audience.
2. When creating content remember at the end of the day, people’s brains are simply pattern-identifiers. As it turns out, this means that consumers are very good at filtering out anything seen as repetitive. Something seen as unexpected or surprising is far more likely to attract a person’s attention and remain memorable, and thus has more potential to be shared on.
3. Brands need to meet consumers in their Facebook newsfeed, on Twitter or as consumers visit and read blogs. If engagement occurs in the right place at the right time, brands can ‘activate’ their owns fans to act as brand advocates and actively influence their friends and followers. Social media takes time and energy, which are precious resources. Set yourself up for success by starting with a manageable load – choose one or two platforms to start with.