• Rachel Rubinstein

Behind the Scenes of Social Networking

Social media is a tool that every marketer should be utilizing. Whether it’s personally or professionally, getting to know the platform is vital. Here are some best practices for social networking.

1. Understand your audience

The ability to put yourself in someone else’s shoes is one of the most important skills in communications. Not only are you trying to get inside the head of your audience and understand who they are, but you also have to think about what they need. Identify your audience’s needs. Are they coming to your social media to learn, support, or just to follow along? Once you have figured out the who, what, and where of your audience, you also have to think about when they will use social media and how they find out about you. This is where search engine optimization and analytics come in.

2. Do your research

There are many marketing resources available, such as Meltwater, Hootsuite, Notified, Cision, and Buffer. These tools allow you to know the who, what, where, when, and how of your audience.

You may ask: if you’re using these tools, what research is there left to do? Well, there is a lot of research that still needs to be done.

Research competitors and other similar brands. You absolutely do not want to copy them, but you want to make sure that you're staying current on industry trends. If you know your competitors and your audience, you will be able to find what your brand can provide that fulfills a buyer’s needs.

3. Less is more

When it comes to content and design, everything must be easy to read and understand for the audience. In this article “Best Practices for Social Media Content That’ll Improve Your Writing and Design,” Keith Quesenberry explains that good brand design is clear and not overwhelming. Having short captions that are clear and emulate the brand voice is better than writing long, meaningless captions. Similarly, with design, a busy graphic will distract the audience, but a clean and simple design will grasp their attention. Remember, all your marketing and communication efforts are for the audience, so tailor content to your target persona.

Social media is a valuable asset to your company, but it isn’t just about posting. There’s so much more behind the scenes action that takes a lot of work but has to look seamless.