Social Media Marketing: Do This, Not That

83% of marketers say that social media is important to their business.

Marketing on social media allows for definite creative leeway. Especially effective in the advancing digital age, this form of inbound marketing plays off the large amount of time users spend on social sites. Your brand is free to experiment with images and content – within the parameters of the platform – in order to determine which engages users the most.

On each platform, the content type varies greatly – for instance, Twitter has a smaller character allowance than Facebook. The ideal brand post on Twitter would be a succinct sentence including hashtags, while images on other sites like Facebook and Pinterest can make-or-break engagement rates. It all goes back to understanding how users view and interact with content on each network.

In our time thus far as social media marketers, we have seen many excellent posts…and others, not so much. We decided it would be a great learning experience to compare content that is being posted today. The following are examples from Facebook, Pinterest and Twitter.

FACEBOOK

Do this: Make your users feel like they have something to offer – after all, social media is all about a reciprocal relationship. Asking questions and providing helpful information are both great ways to do so on this platform. In fact, studies have found that posts with a question at the end have a 15% higher overall interaction rate and a 2X higher comment rate.

Social Media Marketing: Do This, Not That image smm whole foodsSocial Media Marketing: Do This, Not That

Not that: Not all questions are a good idea – the one below is slightly insulting to users! Although asking fans to take action in response to your post – such as a “like” – is a common practice, it should offer more value (by way of customer feedback or opinions). One example would be “like this post if you love treating your kids to our food!”

Social Media Marketing: Do This, Not That image smm burger kingSocial Media Marketing: Do This, Not That

PINTEREST

Do This: Quality over quantity. This skirt stands out in its presentation – it helps users visualize how they can wear it. Pinterest drives more referral traffic than Google+, LinkedIn and YouTube combined. You want your products to influence those users looking to make a purchase.

Social Media Marketing: Do This, Not That image pinterest good exSocial Media Marketing: Do This, Not That

Not That: In order to attract attention on popular social networks, you have to make your product appealing – not just relevant. Even though this product comes up when users search “skirts,” it doesn’t catch your eye the same way the one above does. It’s missing two important elements of fashion: fit and styling.

Social Media Marketing: Do This, Not That image pinterest bad ex1Social Media Marketing: Do This, Not That

TWITTER

Do This: Consumer packaged goods brands, along with many others, have a lot of opportunity to have fun marketing on Twitter. The micro-blogging platform allows you to connect in unique ways – and Better Crocker demonstrates the importance of knowing your audience and offering value to them. Their hashtags are simple and beneficial for amateur cooks.

Social Media Marketing: Do This, Not That image twitter good exSocial Media Marketing: Do This, Not That

Not That: This brand is an example of a lack of social media strategy. They are missing out on the benefits Twitter has to offer in reaching more users by not incorporating features such as hashtags or links. In this case, it would have been helpful to users to attach a pancake recipe or even an image.

Social Media Marketing: Do This, Not That image twitter bad exSocial Media Marketing: Do This, Not That

Do you have any great examples of what brands should or should not be doing on social media? Let us know in the comments below!

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