Social Media: Earn the Right to Engage

by Chris Lowers

Smart marketers know that paid advertising in social platforms is really just paying for the ability to interrupt user experiences. Is that how you want to be perceived? 

Here are 4 tips to help you earn the right to engage and grow your brand:

1. KEEP WRITTEN CONTENT SHORT, DATA-DRIVEN & CONVERSATIONAL

Less is more. The majority of users access via mobile. Provide a quick, fun & casual experience.  

• Get to the point quickly and, in a friendly, warm tone.
• Use data to drive your point home.
• Monitor what your best customers are saying – then use it to shape your social strategy.
• Use call-to-actions sparingly – 1:4 ratio at a minimum

2. DEPLOY VISUAL ELEMENTS – LEVERAGE THE POWER OF EMOTION

Studies show that visual content is 40 times more likely to be shared than non-visual content.

Use relevant images to drive engagement instantly and, in visceral way.

• Use pictures to make people feel happy, angry, excited or curious.
• Ensure that images are relevant to your marketing strategy and the user.
• Images should convey what you want the user to feel.

3. BE MORE EFFECTIVE WITH VIDEO

It’s no secret that video content has been surging with no slow down in sight.

Both B2B and B2C marketers rank it in the top three most effective social media tactics.

• Video success lies in telling a compelling story.
• Use video to show what other content forms can only describe.
• Use interviews with executives, employees and customers to display a brand’s human side.
• How-to guides can provide practical information as well as entertainment.

4. EXPAND REACH WITH OFFSITE COLLABORATION

Going beyond your own channels drives exponential results. Expand your reach. 

Build your offsite content to further establish your brand as an industry leader.

• Explore opportunities to guest blog.
• Arrange video collaboration.
• Find complementary partners to share content – for example – a running store might partner with a physical therapy clinic sharing relevant meaningful content for both audiences.

Effective social marketers use these tips as driving principles behind every strategy and tactic they employ. I hope that you will too. If you’d like help unlocking your brands full potential, Grey Partners is here to help.  

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Chris Lowers is a frequent blog contributor helping us better understand the technology that drives our ever-evolving world of marketing communication. 
He is the founder and president of Grey Partners, a full-service advertising firm.  

When he isn’t building strong brands, you’re most likely to find him alongside his girlfriend Julie training for their next triathlon, relaxing on a mountain trail or traveling someplace warm and sunny