Tips on how to build the perfect Social Media Strategy

I recently attended a really interesting webinar about how to build the perfect Social Media Strategy.

Although some of the information in this post may not surprise you, you will definitely learn a thing or two!

So, let’s start with the Social Media Strategy agenda points. You can then decide to deep dive into what you feel you lack information about.

 

The first presentation was delivered by Tilo Kmieckowiack from @quintly who talked about:

Social Media Strategy

  • What excellent social posts have in common in terms of length, content type and hashtags
  • How to write the perfect Social Media post.

The second presentation was delivered by Patrick Whatman from @Mention who dived into Social Media Strategy:

  • How to and Why focus on engagement
  • Learn from your competitors
  • Monitor your campaigns.

1. Let me share with you a bit about Tilo’s background

Tilo is the Brand/Product and Communications Manager of Quintly for the German-speaking markets, i.e Germany, Austria and Switzerland. He works from Cologne, Germany.

His daily job is to create a Social Media Campaign analysis and case studies to optimise the company’s social media strategy. One of the perks of being part of this company is access to a big database. Indeed, the Quintly Marketing team analyses over 10 million posts from Facebook and Instagram per month. In this presentation, he shares his findings of how the perfect social media post looks like.

Social Media Strategy

2. So, let’s start with the Facebook Analysis

a) Data Range analysed

  • January 2018
  • 239,327 pages
  • 11,472,559 posts

b) Analysed Dimensions

  • Message length
  • Message type
  • Date
  • Tag Social Media Strategy
  • Likes
  • Comments
  • Shares
  • Interactions
  • Reactions
  • Emojis Social Media Strategy
  • Hashtags #⃣

c) Means of Success: Average Interaction per Post

Results:

  • Users most commonly post links, however, videos and also photos receive much more interactions on average
  • The Post volume is highest during the week but posts on weekends get more interactions
  • Most posts contain either 0 or 30-150 characters. According to the findings, a text of 1-50 characters receives the most interactions
  • A large number of posts does not contain emojis. Nonetheless, moderate emoji usage of 1-8 shows higher interactions
  • Hashtags are seldom used on Facebook, besides posts without hashtags receive more interactions.

Consequently, what does the ‘perfect’ Facebook post looks like? It looks like this:

  • Limits to 50 characters in length
  • Uses emojis moderately
  • Doesn’t use hashtags
  • Is posted at weekends
  • Uses videos and images wisely

⚠ Bear in mind that content quality is important, too! This analysis only covers objective technical factors. Analyse your own performance and compare it to the presented results, in order to optimise your own strategy.

3. Now let’s move on to Instagram Analysis

a) Data Range analysed

  • January 2018
  • 41,389 Instagram profiles
  • 1,019,978 posts.

b) Analysed Dimensions

  • Message length
  • Message type
  • Date
  • Tag
  • Likes
  • Comments
  • Interactions
  • Emojis
  • Hashtags

c) Means of Success: Average Interaction per Post

Results:

  • Users post images most often, yet videos get the most interactions
  • Most posts are published during weekdays. However, posts on weekends receive more interactions
  • Most posts contain between 0 and 150 characters, but posts with up to 50 characters get the most interactions
  • Many profiles don’t use emojis, yet posts with 1-3 emojis show most interactions
  • Most posts contain no or few hashtags. Posts with 1-3 hashtags receive most interactions. Note that with Instagram, you can up to 10 hashtags but you need to ensure that they are relevant to the post.

So, what does the ‘perfect’ post on Instagram looks like? It looks like this:

  • Limits to 50 characters in length
  • Uses emojis moderately
  • Reduces hashtags to max 10
  • Is posted mostly at weekends
  • Uses videos and carousel wisely

Additionally, you can also check his presentation with graphs on Quintly’s Website.

All in all, Social Media Analytics can help you benchmark your content performance against our analysis.

The second presentation was delivered by Patrick Whatman from @Mention.

Social Media Strategy

1. Now let’s move on to Patrick’s background

Patrick is from New Zealand and works in Paris, France. He is the Digital Content Marketer of Mention. His presentation focuses on Social Media Strategy around the following topics:

  • Engagement
  • Social Listening 
  • Influencer Marketing
  • Competitive Analysis
  • Data Tracking.

Patrick started off his talk with a fun quiz to make a point about engagement.

2. Do you know the answer to this quiz question?

Q: Who is the most re-tweeted musical artist of all time?

A: BT K-Pop Group with:

  • 252 000+ re-tweets
  • Winner Billboard for ‘Best Social Artist’ in 2017-2018
  • More than 10 million followers
  • Performed at 2017 American Music Awards.

3. EVEN SO, why should you care?

This data proves that social media success is closely linked to engagement.

Mention’s Twitter Report 2018 -Top 5 hashtags (for engagement):

  1. #Love_Yourself
  2. #Jimin
  3. #BTS
  4. #DNA
  5. #THELASTJEDI

Amongst these hashtags, the top 4 are coming from this K-Pop band.

4. YET, how do they do this?

It’s all about engagement. They engage with their fans by:

  • Holding contests. They ask their fans to draw, respond, and tell stories about their faves
  • Rewarding fans for their re-tweets. They send personal ‘Thank you’ messages
  • Creating their own emojis.

Their success lies in the creation of online communities, mainly on Twitter, but also a bit on Instagram and a lot of forums, where fans do all the stuff for them.

5. then, why engagement matters?

It is important to emphasise engagement in your social media campaign because of:

a) The Snowball effect

Indeed, Social Media is all about connections: your followers, their followers…Your message reaches much further if shared with all these connections

b) Platforms reward engagement

Organic Reach is about winning in ‘the feed’. The more likes, shares and comments, the more likely Facebook, Twitter, etc will promote your post for you.

c) Respond early and often to foster a community. This is valid for viral campaigns or simple customer support

  • When a social media user gets in touch, you need to be there to help
  • Build momentum for key posts and campaigns
  • Catch issues before they get out of hand.

d) Social Listening comes in handy

Social Media Strategy

Here are the reasons:

  • You can’t respond to messages you don’t know to exist
  • You may not be able to stay glued to all your social media account at all times
  • Social Listening tools tell you when you (or your keywords) have been mentioned and let you respond directly.

A good Social Listening tool such as Mention saves you time and efforts. It also lets you focus on creating winning campaigns.

6. SINCE SOCIAL MEDIA IS CONSTAnTLY EVOLVING, WOULD YOU CONSIDER a Bot AS PART OF A SOCIAL MEDIA STRATEGY?

In short, the answer is ‘No’ for Social Media and here is why. On Social Media, bots aren’t necessary or advisable. Unless you are a very big brand, you are not going to miss too many things. However, Social Listening will help you not miss all these little things and details.

Still, if you build or use a bot for your website, make sure you set it up with narrow parameters, it can be a good thing. Though, don’t show too obvious automated responses.

7. CONSECUTIVELY, The next step of YOUR SOCIAL MEDIA STRATEGY success is to work with influencers

Social-power users help build the brand by:

  • Expanding your reach (because their customer/fan base is engaged)
  • Increasing buying decisions for your products/services through their audiences thanks to their advice
  • Making you look good! When you hang out with the cool guys, it makes you look cool, too!

8. NOW, How to get started?

  • Find influential users relevant to your business (similar brands/topics within your network). They can be macro-influencers or micro-influencers. This article will help you find cost-free micro-influencers
  • Figure out what you can offer: free product, exposure, money
  • Reach out to influencers and kindly suggest to work together. Many will say ‘no’ but not everyone.

9. AFTER ALL, Why should you care about what your competitors do?

Social Media Strategy

Because a competitive analysis helps you solve your problems, understand and learn from your prospects and customers.

It will allow you to easily find out:

  • What your customers are interested in
  • What content or marketing strategies might be effective
  • Possibly even find new customers this way by interacting with them.

10. BESIDES, How can you track campaigns? And why would you bother?

Simply because you need to evaluate with tracking tools for the success of your campaign.

Indeed, the best campaigns are data-driven:

  • Learn from your last campaign to optimise the next
  • Influential people and outlets talk about you (eg on public holidays when your business may be closed)
  • Find out key events in the campaign that affected your performance
  • Assess the overall response to the campaign based on factual evidence to build engagement (eg top 10 content pieces per month or year).

11. Last but not least, Patrick shares his top tips

  • Use unique and branded hashtags for brand awareness and engagement. Why? Because non-popular branded hashtags are easier to track
  • Watch for sudden changes (spikes and dips) and understand why
  • Identify your most and least effective content
  • Measure key metrics such as volume, reach, countries, languages…

Finally, SOCIAL MEDIA STRATEGY presentations were wrapped up with Questions and Answers.

Social Media Strategy

Q: Can 15-30 hashtags work?

A: No. You need to concentrate on using relevant hashtags. Bear in mind as well that some hashtags are banned, temporarily or permanently. Let me give you one piece of advice: relevant hashtags in Instagram captions (descriptions). You may add some other hashtags after the description following blank spaces but they may not be as relevant.

Q: Do you think it’s good practice to post the same content on multiple platforms?

A: No. Every platform is different. Cross-posting isn’t recommended. Besides, consider that Twitter has recently changed its rules. They do not allow anymore the same content posted on different Twitter accounts or similar channels. Furthermore, hashtags aren’t been used on Facebook. As for the message length, Twitter restricts messages to 240 characters, which is lower than most other Social Media Networks.

Q: How to better utilise Instagram for stories?

A: Keep an eye on trends and news and be aware of the new features and tools. As discussed previously, stay engaged with informative or funny content. Another important news recently surfaced on Later, the exclusively Instagram scheduling app. They said that the algorithm prioritises people’s different content. Indeed, Instagram can tell and promote brands and people who use all of its features and have varied content (not only the same format or type of content over and over). Thus, they will bring further up your content into the feed. An interesting feature that has been rolled out is Instagram ‘highlights’ on your profile page. You can highlight a particular story to be viewed over and over again without any time limitations.

Q:  What channels do you advise to focus on?

A: That depends on the market(s) you are working for. You need to adjust your strategy to the country/market specifics. For eg, in Germany, there are very few people using Twitter, while there are 30 million users on Facebook.  Twitter is quasi-exclusively used by journalists and politicians. However, journalists can pick up topics to write about, which will be brought to the mass media. So, Twitter shouldn’t be completely written off.

How to get better Twitter reach and followers with these 3 new tools

pexels-photo-58639

Are you using Twitter to get more leads and clients? If so, this may interest you in. 

As you know, social media networks are constantly competing with each other for attention. They research new features and tools to launch in order to get more businesses in the door. Twitter is no different!

Twitter has followed suit with Instagram and Facebook marketing strategies. It has launched a tagging feature allowing you to mention some Twitter accounts to get their attention to your post.

But it’s not always showing up when you are creating a post! There is a trick for that! To trigger that option, you need to add one or several video(s) or picture(s) from your desktop or mobile phone. I will show you how to do this later on. Although adding a photo or video isn’t quite a new feature, the power of visuals must never be underestimated!

Here is why:

the importance of visuals in social media

They have also added the description or caption you can write under your uploaded image or video. You can use this feature to explain what your post is about for the visually impaired followers.

Now let me show you in practice how it works.

First, you type in the empty field:

  • your title
  • your blog post or website link
  • 2 most relevant hashtags for your topic.

Doing this will help you get your audience interested in reading your article.

Once you’ve done that, click on the following symbol under your text to upload photo(s) or video(s)upload a video or picture to your twitter post

The following sentence will appear below your picture: ‘Who’s in this photo?‘.

See below screenshot as an example:

blog post for twitter adding mentions tags

Then, you will need to click on this symbol to tag a Twitter user in your blog post: tag twitter users in your post

To tag someone, all you need to do is to click on the ‘Who’s in this photo’ sentence and type the name of the person you want to be tagged in your post.

Obviously, it may be helpful to know their twitter handle but you may find it by searching their name as well. You can tag several Twitter handles if the post targets different users.

See below example:

blog posts on new tag feature shown in my post

Before you click on tweet button , you may think about adding a description to your photo(s) or video(s), so that the visually impaired people know what your picture or post is about.

As the example below shows, you have the following white text displayed just below your image: ‘Add description‘. Click on it to add a caption to your photo.

photo showing option to add description

Once you click on this sentence/field, your post will pop like this:

the add description box for pictures shared on twitter

Once you have added your description or caption, click on: apply button to apply the changes to your picture.

When finished, you can tweet your post. The added caption/description will not be visible to you but will be viewable to visually impaired users.

Have you noticed other useful Twitter features or tools that may be useful to get more followers or higher reach?

If so, leave a comment in the below box! 

 

Honore’ – unsigned U.S Pop/Rnb singer-songwriter’s single release ‘#3LW’

Honore

As usual, I’m having fun discovering new artists and I came across Honore‘s music on Instagram. Honore’ is currently releasing a new single called #3LW, as well as looking for collaborations to advance his music career further.

About Honore’

Honore (pronounced honour-ray) is a Pop/R&B singer-songwriter from Los Angeles, California.🌹

Hailing from ethnic descents of Creole (African American & French), and Filipino, Honore’ reflects the same diversity in his universal style.

Honore has performed throughout the US and Asia.

His favourite performing credits include opening for the Pussycat Dolls at The Araneta Coliseum Manila.

He has also sung with many artists such as:

  • Harvey Mason and Friends,
  • Howard Hewitt,
  • Denise Williams.

He has notably done a duet with Patrice Rushen for the opening for Vina Morales/Eric Santos at the San Diego Symphony Hall.

Honore is a singer who puts on a great show. Whether he’s performing on stage solo or live with his band or moving fans with dance choreography, or writing and producing songs, his originality and professionalism completely separate him from other artists. 💣

Honore’s influences are Prince, Miguel, Bruno Mars, Pharrell Williams, Justin Timberlake.

He stated: “I want to speak to the world through my music, spread love and inspire minds.”

ABOUT HIS NEW RELEASE SINGLE #3LW

Honoré’s latest single, #3LW is a statement that true love never dies.

#3LW Rn’b single written in collaboration with Jasmine Ejan was recorded in the studio by superstar producer Mike Cee. You can download the song on Itunes for only $0.99! 

💰 Honoré’s RnB single #3Lw 🙏

Never underestimate the power of #3LW: 3 Little Words: I Love You.

Honoré gives a respectful nod to classic 90’s R&B music. It was a time when songs had a deeper meaning. True love was at the centre of every harmony and lyric.

The official music video released on 4th July 2017,  directed by Bobby Torres has an amazing storyline.

It displays the ultimate sacrifice of love and all the ups and downs of being in a relationship.  It will move your heart. You will find yourself singing every line until you reach the emotional twist at the end. Check it out!

#3LW features the talents of Jasmine Ejan and Gino Calantoni.

OTHER PROJECTS

Honoré continues to stay relevant and popular among his thousands of fans and followers by working harder than ever between performing and recording.

He’s currently recording his much-anticipated, third solo album “SuperFantastik” with superstar producers Mike Cee, Elev8t, and RJ Fullrange.

Honore’ also released last year a single called ‘Good Times’, which you can download at this Itunes link:

👉 Honoré’s RnB single ‘Good Times’ 👈

He also released in December 2017 the following YouTube playlist of cover songs (mashup):

👉 Honoré’s Playlist  👈

To see what Honoré is up to, check his website: http://www.honoremusic.com

To book him for an upcoming gig or to collaborate with him on music projects, you can email him to honoremuzic@gmail.com 

And of course, you can follow him on any of his Social Media Accounts:

Honore

 

https://www.facebook.com/HonoreMusic/

 

 

 

Honore

 

https://www.instagram.com/honoremusic/

 

 

 

Honore

 

https://www.youtube.com/user/HonoreMuzic

 

 

 

Honore

 

https://twitter.com/honoremusic?lang=en