Top 3 Best Practices to Take Your Brand to the Next Level on Social Media

By Dee Beck

There are many important lessons I’ve learned along the way from being a social media manager and as I reflect on what I’ve learned, there are three important concepts to know when it comes to leveraging social media’s best practices. As a social media manager at O’Connor Connective (OCC), on average, I typically have around five clients (brands) at a time that have anywhere from two to four social media platforms I manage and create daily content for. Since I’m constantly engaging audiences, strategizing and creating content and managing more than 10 social media channels every day — on top of all the other projects going on around OCC — it’s crucial for me to pivot quickly and use my critical thinking skills so I can truly focus on one brand at a time to provide the best social media practices for each of my clients. Here are my top three best practices I’ve learned that can help you elevate your brand on social media.

Know your audiences and adapt your content to their needs.

According to “Essentials of Social Media Marketing” by Michelle Charello, “the first step in any social media marketing strategy should be to identify [your] target market.” If you know exactly who you’re speaking to, your messaging, content and way of delivery has a great chance of resonating well with your target audience. It’s important to note you must adapt your content to the way your audiences prefer to consume content. For example, some audiences may prefer to watch videos over reading a blog, so one best social media practice takeaway is to generate a mix of content for all your social media platforms. Also, know that your audience consumes content differently on each platform as well. You don’t want to share the exact same types of content on each platform because your audiences will lose interest when they’re constantly seeing the same information on each platform — so, what’s my advice? Break down larger chunks of content into smaller, bite-sized pieces to share in different ways across each of your platforms. Your audiences will find more value from your content this way, trust me.

Stay relevant.

The key to keeping up with the various social media platforms and the fast-paced growth of digital technology is to stay relevant and up-to-date with each platform’s technological advancements and software changes. One way I’ve stayed in touch with social media’s best practices is subscribing to each platform’s social media pages themselves. In addition, I set time aside each week to research and explore the industry’s latest updates by signing up for webinars, subscribing to relevant social media e-newsletters, such as Social Media Examiner, reading articles and watching recently published industry topics on YouTube, such as “Using Content as a Business Differentiator,” which I highly recommend watching for more content tips and advice.

Hold your audience’s attention.

Content strategist and founder of the Content Advisory Robert Rose speaks about the importance of establishing loyalty to the content you’re creating on Social Media Examiner’s YouTube Channel. Rose states, “What we’re seeing is that in many ways, our strategy around social media and posts were [previously] all based on, entertainment, delivering value and trying to inspire through thought leadership and more across as many platforms as we could, [but] now it’s different. Now, we have to start establishing loyalty to the content we’re creating, so that people want to live and spend time and hold their attention with that content [you’re] creating.” (Social Media Examiner) I’ve recently have been able to start applying this advice to the brands I work on every day. For example, professional audiences on LinkedIn [seek] educational industry-related content that helps them become more productive and successful (Charello). To keep O’Connor Connective’s audiences engaged on LinkedIn, I strategize and create a mix of attention grabbing, valuable content that’s tailored directly to each of my client’s target audiences. In order for a brand’s post to stand out in the newsfeed [on LinkedIn] it needs to have stopping power. (Charello) Since OCC’s primary target audience is executives, CEOs and business presidents, I know they don’t have a lot of time to consume bulky content, so I create a variety of short and impactful, attention holding posts to make those audiences stop scrolling and absorb the messages we want them to receive. Here are two examples of posts that have performed well on LinkedIn for OCC:

By producing a variety of content that is attention grabbing, creative and value-driven, it sets your brand apart from competitors, increases a brand’s trust and loyalty between consumers and can even lead to an increase in sales and revenue. Did you know that 77% of consumers are more likely to buy from a company whose CEO and leadership team engage on social media? (Charello) Ultimately, get creative and put yourself into the shoes of the audiences you are trying to reach and produce the kinds of content they will find valuable from your brand.

Now that you know a few more ways you can elevate your brand on social media, it’s essential for you to put these concepts into practice for your own brand. Give these a try but remember to always check on your analytics and post performances and adjust your content based on how your audiences interact with your varieties of content and brand. #GetToWork

One thought on “Top 3 Best Practices to Take Your Brand to the Next Level on Social Media

  1. Very well-written blog. I really enjoyed reading it. I also agree with your 3 best practices and think they are key, foundational elements to have when managing social media.

    Like

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