Developing appropriate content for social media

Key points in this presentation

Social Media Content OptimizationWho is your audience?How will you maintain the page?How will you scope your message?Terms in Social Media:3 Golden Rules for SM ContentContent Plan for SMTips and Tricks

Social Media Content Optimization?

• SMCO is the process of implementing changes on a web site and building presence on social media services, online communities and community websites using different sets of tools and methods in order to make the content more easy to share, easy to re-distribute and more visible in social media searches, custom engine searches and standard web search results

Social Media Content Optimization?

ROAD OF SOCIAL MEDIA CONTENT!

• Increase your link ability – A set of activities that suppose to increase the possibilities for others to post a link to tour website.

• Easy to share – Includes placing a content/buttons that will allow quick and easy sharing of the content, calls to action (e.g. add to… share this… or submit to…). This way, redistribution of your content is going to be just one click away from another group of users, potential customers.

• Stay fresh - Social media is changing and morphing very fast.

Social Media Content Optimization?

• Encourage mashups and embedding – When publishing a content that with goal to be shared as much as it can, that one has to be sure to provide all (or most) possible formats of the same content, and include easy to use embed code so that every one can re-post it.

• Be a User Resource - Even if it is not of any direct use, you have to create destination that will be the “ultimate” guide in that space and the users will come to check if you have the information. If your website is the first or most reliable to publish it than you'll earn credits for it and of course more relevant search engine traffic.

• Help your content travel – SMCO is about making your content available for everyone, so submitting it to relevant sites will help your content travel further, and ultimately drive links back to your site.

Social Media Content Optimization?

How Users Read the Content?

• They don’t – they SCAN the pages!• Keywords are essential to a great web headline • Make them descriptive, concise, attention-grabbing

Example:MAN WALKS ON MOON would be: US astronaut Neil Armstrong becomes first man to walk on moon!

• Use simple and short sentences• Use paragraph breaks liberally• Use subheads make them brief and descriptive• Bold text distracts the reader - use it carefully• List and bullet point make the text more scannable

When you should publish?

Who is your audience?

• Find your audience on Twitter• Twitterrel lets you find people talking about related topics.

• Twellow is the Twitter equivalent of the Yellow Pages. A directory sorted by

occupation.

• Just Tweet It, a directory sorted by interest.

• WeFollow is a directory that organizes people by hashtags.

• Tweepz help you find people nearby and Twitter has launched a new feature which

allows users that have opted in to sharing their location to see the Tweets from other

users nearby.

• Also pay attention to hashtags being used for events, you could find some great

people there.

Who is your audience?

• Find your audience on LinkedIn:• Search for the names of those people you’ve already identified by

name using LinkedIn’s search box. Also make the most of the advanced search feature.

• You can also use this search box to search for keywords that will be included in profiles. Make the most of using OR or AND in these searches to include a few keywords (OR allows you to look for any one of those terms in the profile, AND allows you to look for a number of words).

• You can also search for people using their email addresses.

• Join groups that fit your interests or industry. Once you’ve been accepted as a member, browse the member lists and find people with shared interests that you want to connect with.

Who is your audience?

• Find your audience on Facebook:• Use the find people tool by popping your email address in. It finds all

those people in your address book that are using Facebook.• Search for fan pages in your subject area and browse other fans

there.• Once you’ve connected with some key influencers, browse their

friends and connect with people that way.• When using the search function, filter your results to drill down to the

people you’re looking for.• Use the search for workmates function to find people affiliated with

companies.

How will you maintain the page?

1. Information about your business: You can post information about specials, sales, recent news, and other items of interest. If you have a blog, you can also add links to your blog posts. I'll discuss later how to automate this process.

2. Links to other sites: Other websites may have news and articles that interest your customers. I frequently posts links to other sites that have new content pertinent to my business.

3. Questions: Your fans want to belong to a community. Asking them questions about your products and services, as well as items that they would like to see, helps to engage your fans, which will in turn increase their loyalty to your brand.

How will you maintain the page?

4. Personal updates: By "personal," I don't mean that you should tell customers about your family or home life. Rather, add a distinctive touch that makes people see that a real person is behind the business. This step can be as simple as putting up a Friday post to ask what their plans are for the weekend.

5. Responses to questions: Fans will post questions about your products and services, and they may even leave complaints. This is an opportunity to provide excellent customer service. I don't ever recommend ignoring customer inquiries.

What content does your customer value?

• News

• Useful tips

• Tools• Links to pages on your website• Resources and links to other websites in your industry• Photos

• Videos

• Events

How will you scope your message?

• Step 1 - Determine the current scope

• How many Twitter followers do you have?

• How many Facebook fans?

• How many Youtube subscribers?

• How quickly your audience grows?

• What is the average number of retweets your content?

How will you scope your message?

• Step 2 - Determine the demographics of your fans

- Age

- Location

- Genre

- Type of content preferred

- Other Interests

How will you scope your message?

• Step 3: Calibrate the relevance of content and interactions:

• What content has generated most of interaction in recent months?

• How the content is related to my business/brand?• What was the demographics of users who interact?

• What content generated less interaction occurred?

3 Golden Rules for Content!

• 3 types of content :

- Education- Entertainment- Inspire

40% of the content should be with EDUCATION subject

40% of the content should be with ENTERTAINMENT subject

20% of the content should be with Inspire subject

Education content for SM!

• Write an eBook• Publish articles about your company

• Create an infographic

• Generate media releases• Create guides or how to documents• Produce trend reports• Record a podcast

• Interviews to show how your products are made or used

Education content for SM!

• Upcoming events• Introduce a series of webinars

• Feature current customers and vendors

• Research your organisation is doing• Make a SlideShare

Entertainment content for SM!

• Create a game

• Give them a quiz• Start competitions/contests• Invent a playful widget or app• Ask fans to vote on something

• Host a caption contest – Post an interesting/funny picture

• Share funny, trending or emotional videos from Youtube

• Do a weekly meme

Inspiring content for SM!

• Open a community forum• Generate a cause marketing effort• Encourage customer reviews• Solicit celebrity endorsements

• Give a keynote speech• Tell the story of how your company or business

started, successes and failures

3 Golden Rules for Content!

• This list is neither exhaustive nor is it exclusive. A speech can do more than inspire, it can also educate or entertain.

• Like any marketing strategy – content marketing requires forethought and planning, because producing a blog podcast or even putting on a contest requires a significant amount of time and effort.

• Content marketing allows a business to connect with a potential customer long before they’re ready to buy. It gives them a sense of your product, service, culture and expertise. Good content marketing tools communicate not only your expertise but it also

gives them a very good sense of your brand’s personality.

Terms in Social Media:

• Avatars are graphical images representing people. They are what you are in virtual worlds. You can build a visual character with the body, clothes, behaviors, gender and name of your choice. This may or may not be an authentic representation of yourself.

• Blogosphere is the term used to describe the totality of blogs on the Internet, and the conversations taking place within that sphere.

• Community building is the process of recruiting potential community or network participants, helping them to find shared interests and goals, use the technology, and develop useful conversations. A number of different roles may be involved.

• Content is used here to describe text, pictures, video and any other meaningful material that is on the Internet.

• Forums are discussion areas on websites, where people can post messages or comment on existing messages asynchronously – that is, independently of time or place.

• Groups are collections of individuals with some sense of unity through their activities, interests or values. They are bounded: you are in a group, or not.

Terms in Social Media:

• Links are the highlighted text or images that, when clicked, jump you from one web page or item of content to another.

• A post is an item on a facebook, blog or forum.• Profiles are the information that you provide about yourself when signing up for a

social networking site. As well as a picture and basic information, this may include your personal and business interests, a "blurb" about yourself, and tags to help people search for like-minded people.

• RSS is short for Really Simple Syndication. This allows you to subscribe to content on blogs and other social media and have it delivered to you through a feed.

• Social media is a terms for the tools and platforms people use to publish, converse and share content online. The tools include blogs, wikis, podcasts, and sites to share photos and bookmarks.

• Social networking sites are online places where users can create a profile for themselves, and then socialize with others using a range of social media tools including blogs, video, images, tagging, lists of friends, forums and messaging.

Template for Content Plan

Content Plan for SM

• Creating a whole weekly content strategy where every day is a different story and only a bunch of statutes and pictures is very important.

• Try to describe what you want to achieve with every post, whom you dedicated the post, age etc…

Tips and Tricks for SM Content:

• Share Images: Increase Interaction by 150%• Share Content More Than Once per Day• Reframe Content to Suit Your Audience• Keep on Top of Your Brand and Find Great

Content with Mention & Buffer• Full Transparency• Tell a Really Good Story