Social media is essentially a mandatory business tool, especially if you want to attract younger, more technologically savvy clients and customers. Unfortunately, not all of us have the ways and means to hire a social media manager or communications director to lead the way. At The YGS Group, our social media management is an internal effort, with editorial services, marketing services, and interactive services all on board to get our message heard. Consider the following tips to make sure your website and social media activity put your organization on the right track toward visible results.
- Make your blog visible on your website. If your child gets a good grade on a test, you tack it up on the fridge. If you are recognized with an award or certificate, it gets a frame and a prime spot on your shelf. Your blog should get the same treatment on your website. If you create and post content, make sure your website visitors can find it in a prominent place on your website.
- Make your social media presence visible. Your blog and your social media should go hand-in-hand, so it makes sense that your social media presence and your blog would share space on your website. The ubiquity of social media makes it simple to just have the icons of your most commonly used social media sites at the top if your page, next to the link to your blog. You can also consider embedding your social media feeds into your blog, so users can see your engagement and activity all in one space. This is only successful if you make a habit out of social media, though.
- Be consistent in your activity. Scheduling your content lets your followers know what’s coming when, and it also takes the load off your shoulders to try to keep track of the last time you posted on Twitter. Here at The YGS Group, we post the same kind of activity at the same time—blogs on Monday, tweets on Monday, Wednesday, and Friday, and Facebook and LinkedIn posts on Tuesday and Thursday, respectively. (If you don’t already keep our schedule on your calendar, please do so now!) If people see a posting pattern, they’re more likely to look forward to what’s coming next.
- Give your blog a name. The name doesn’t have to be witty, but it should be relevant to your industry or what your blog is trying to accomplish. If you write an informational blog for the concrete industry, consider “Concrete Facts.” If you offer a weekly round up of your sales team’s successes, why not try “Successful Sales Solutions.” This gives readers an idea of what’s coming, and it tends to make your content planning simpler by streamlining what content makes sense under your blog’s umbrella.
- Be an individual, not a company. The success of spokesmodel campaigns is obvious: People like to get information about a product or service from someone they know or a face they recognize. Putting a name on your blogs allows readers to correlate your advice with a person, instead of just a corporate entity. It also allows for variability—consider offering guest blog spots to other members of your team, or even clients offering a testimonial of your products and services.
- Give it time. The return on your social media investment is not something you’ll see overnight. Take note of your follower and subscriber numbers when you start your new process—you may want to have your IT department help you with visitor analytics and tracking—and then check those numbers at regular intervals throughout your campaign. The six-month mark and the one-year mark are good measurements to take; The YGS Group just did a ten-month check and found a 92 percent increase in Facebook likes from when we started! As long as you follow all the steps above and then adjust them to fit your specific needs as you go, you should see a marked difference in your engagement and your traffic.
This list is a good place to start when you’re reconsidering your blog and social media strategy and how it relates to your website. As you start to develop your content and address the needs of your organization and your audience, you may add more customized necessities to your list. We’d also love to hear what has worked for you—or what hasn’t. Let us know your organization’s strategies in the comments below.