Social should not just be about the platforms being used; it should be inherent in everything a business does. This includes incorporating it across every touchpoint such as events, emails, content, and even brick-and-mortar stores, according to David Yarus, founder of Jewish dating app JSwipe.
Speaking to a crowded room of marketers at ClickZ Live New York last week, Yarus gave a number of tips to better utilize social in order to make it a better match for businesses. Here are 10 of them:
- Social Engagement. Your “fans” are brands and brands are your “fans.” Engage with them daily.
- Content Strategy. This begins with your community, figuring out whom, what, and why, and personalizing content around them. Who are the people engaging with your brand? What content is important to them? Why are they there in the first place? Yarus notes that for JSwipe it’s often a case of Jewish “yentas,” checking out profiles to find a good match for their sons. Oy vey!
- Newsfeed and Sharing Are King. Only 5 percent of your community engages with your product on an app, according to Yarus. Therefore it is important to create “shareable posts” and publish these on your newsfeed daily. In order to do this, content needs to be digestible, actionable, well structured, human, and shareworthy.
- Shareworthy. To generate earned reach, marketers must first understand what drives their consumers to share. Ask yourself: Would the fans of your community want to share this content? Would sharing the content reflect positively on the consumer’s personal brand?
- Keep It Short. Bite-sized content is significantly more likely to be consumed or shared, says Yarus. When in doubt, use the following limits to guide you: Facebook posts with 80 characters or less receive 23 percent higher interaction than longer posts. In turn, tweets that contain less than 100 characters receive 17 percent higher engagement rates than longer tweets.
- Hashtags. These allow you to easily filter by global conversations and communities across social platforms. Therefore it is important to determine locally ownable and globally relevant hashtags. Always tag your content with the relevant hashtags and encourage your community to tag their content with it as well. Lastly, include these tags in all promo material including emails and signs in the building and at your event.
- Ask for Action. Research shows that fans follow simple instruction well. Include a clear call-to-action (CTA) at the beginning of every post. These could include, click, share, respond, or all of the above. Fun fact (according to Yarus): Although it’s common practice to include links at the tail end of a Facebook post or tweet, URLs included earlier tend to garner higher click-through rates.
- Make It Visual. Some of the best social media posts contain barely any copy at all. Visual content is powerful and can often speak for itself.
- Mobile, Mobile, Mobile. Whatever you do and however you do it, making sure that everything is optimized for mobile is imperative. We’re living in a mobile world, where the fear of missing out – also known as “FOMO” – is greater than it has ever been, says Yarus. Consumers are constantly taking videos/photos from their devices and putting them on social channels for their “friends” to see. Businesses must always be prepared for this and leverage the opportunities.
- Measurement. This is key to determining success across social. Understanding what’s working and what isn’t in order to optimize efforts, and spend more time on high-impact tactics that matter. Metrics to look at include: likes, follows, shares, and impressions.