Step 1

Listen to those likers

Finding engagement is easy. Understanding how this engagement works for your brand is a skill. As an agency, we analyze our brands on social networks to see what’s getting likes and comments. In some cases it might be your brand. In other cases, it could be the competition. Either way, you need to listen to learn.

 
Step 2

Channel surfing

All the big platforms are essentially channels. Facebook. Twitter. Google. We know them all. The question is, how do they work for your brand. Keep in mind, landing on just one channel is never a good thing. You also need a varied approach for posting—since each channel has its own best practices on how to connect with viewers.

Step 3

Content that’s compelling

 

When advertising and social mix, the lines are definitely blurred. Sure you can advertise your brand, but it can’t sound like advertising-speak. In an agency, the copywriters understand the need for this nuanced approach, which is why they switch from ad copy to honesty. Readers want to see the real you—not something manufactured to sell products. That being said if you do it right, you can be honest as well as present compelling reasons for consumers to buy into your brand.

Step 4

Audience attraction

When posting on social, the overall goal is for audiences to click and view this content. Of course, to keep that organic traffic flowing your brand story needs to be strong and you should post regularly. It's all about content and consistency.

Step 5

The ABCs of ROI

When it comes time to boost or place paid social content, you need to be sure that you have quality content to maximize your return of investment (ROI). The last thing you want is subpar creative that barely moves the needle. Or, producing amazing creative that gets eyeballs, but does little as far as brand awareness goes. It’s a fine line you need to walk to make your social campaign a success. Either way, audience reaction is the best way to know if your ROI is working.

Step 6

Social footprint

You want to leave your mark in the social world. Of course, you have to be careful if it will be good or positive. You could have the best intentions. However, if it's not received right, you could be hurting your brand reputation even if you’re getting lots of views. The best way to handle this situation is by crunching the numbers after every campaign and then reassess and rethink before reposing.

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