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When promoting your brand on social media, it’s tempting to target companies and people with millions of likes, followers or connections in the hope that you can take a share of them for yourself. However the question you have to ask is: “How many of these people are actually engaged with the company/ brand/ cause/ celebrity?”

The key is not to target people with lots of numbers, but to target those with lots of influence. Those who comment, share, retweet and produce their own interesting content are people worth getting to know. Below are 6 tips to help you:

1. Produce content that is both high quality and consistent- It is obvious that whatever you are saying should be interesting, but what many forget is that it should also be unmistakably you. This means keeping any branding, logos and colour schemes the same, as well as writing posts in the same tone of voice.

2. Keep being consistent- It can be tempting to start trying new things. This could be because you think you have an established and receptive audience looking for something different or maybe you are bored of your branding yourself. But it’s important to remember that the way you write and produce your content now is why you have that audience. If your audience starts leaving, then you should think about changing.

3. Big names, mostly, mean nothing- If you make quality shoes, seeking to capture some of Coca-Cola’s target audience is irrelevant to you, despite the millions of people that engage with them- They are in no way similar with your product, brand, service or scale (most likely). However, targeting people who are interested in fashion boutiques? That makes sense.

4. Keep looking for what’s new- Searching for new social media sites should be at the forefront of your mind, as if you get to them early enough and they take off, you will not be competing with many already established companies, they will be competing with you. If you find a new social media platform you like the look of, set up an account and start using it. It may fold, it may be obscure, or it may be the next Facebook.

5. Let data not instinct govern you- Social media sites can offer you so much data that it can be hard to know what to do with it. But that does not mean you should not be looking at it. Your gut feeling might tell you that your customers are predominantly male, but if when you look at the insights on your Facebook page you see they are predominantly female don’t write it off as an anomaly- Learn from it, and work out how to engage with this audience.

When using social media, remember numbers are nice, but when it comes to being recognised, influence is better.