With over 3.2 billion active users on social media, it’s not a question of ‘if’ you should be on it but rather ‘how’ should you use social media to power-up your reach and marketing. We now live in an online digital landscape that sees mass marketing on an unprecedented scale with the advent of Machine Learning algorithms and the widespread use of paid advertising.
We’ve put together a social media marketing best practices so you don’t get swallowed up by the ocean of confusion. Hopefully, you will use this information to create an amazing tournament experience.
Getting To Know Your Audience
You should meet your audience where they are, not where you think they’ll be. Understanding who you’re communicating to, and what you want them to do with this information is critical to an effective campaign. The language and social media platforms you will use varies greatly between age groups and demographics.
Ideally, you want to identify your target market and then start designing the voice, or persona, that your posts will adopt. Everyone’s voice sounds unique and your digital voice is no exception, it’s important to speak in a way that resonates with your audience and draws a focus around your brand. Keep in mind that the tone you write in should stay consistent between platforms but allow for a slight variance.
– Find out who you’re talking to, then determine how to talk to them.
Understanding The Platforms
Now that you’ve identified your audience and formulated an effective voice that represents your brand it’s time to look at what platforms will work best for your marketing objectives.
Facebook is not the end-all solution it once was, you may find that a lot of your target market may actually be on Instagram, LinkedIn, or even Snapchat. When researching your audience you should have gathered some additional information that will also give you a good idea of where these users are spending most of their time online.
Use this as a guide when you begin producing your posts (for the sake of this article we’ve covered the four major platforms most used today).
Facebook – A huge platform with a massive amount of users from across the globe providing easy publishing tools built for effective marketing. Facebook is great for getting your message to a vast amount of people quickly but easy to get overshadowed because of the volume of content being published.
Instagram – Another social media giant with over a billion monthly active users. This platform has grown significantly in the last two years and is seeing massive improvements in business marketing tools. Fantastic app to visually showcase your organization but can miss the mark when targeting the 40+ demographic.
LinkedIn – Where people go to make professional connections. This is still very much a platform for mature, business-driven, career-minded individuals. The perfect platform to show new initiatives, giving perspective on your organization, and creating thought leadership qualities. Although it can be hard to gain initial traction within the community, once established this is a great platform for publishing impactful idea pieces.
Twitter – What’s happening, right now. Twitter is where people come to see what celebrities are up to while posting anything and everything that comes to mind at the moment. Considered to be an informative authority (as you cannot edit a tweet) this platform is great for reaching a younger audience while building an online presence.
– Identify what platforms will work best for you and your message.
“You Have 22 New Notifications!”
When interacting with your followers it’s critical to emphasize that you’re now representing your entire organization. Be mindful of how you engage with your followers as what you say will reflect how your business operates.
You have complete power over the tone and perception you have on social media. Positive interaction, quality content, and timely responses build brand equity. Alternatively, you can quickly tarnish your brand by miscalculating a situation and interacting in an inappropriate manner, or not responding at all. No matter the platform you must address any negative comments to promote transparency between you and your audience. Social media is fantastic for establishing that connection and building a relationship with people who are genuinely interested in what you offer.
Take a look at the activity of accounts you personally enjoy following and look for qualities you can adapt to make your pages shine.
– Interact with your followers but be keenly aware of the image you present.
- 3.2B global users
- Average user spends 135 minutes per day on social media
- 90.4% of millennials are on social media
You Can’t Manage What You Can’t Measure.
It’s important that the content you create and publish has purpose and value. Unlike a magazine ad or billboard you have the benefit of measuring the performance of what you produce. You measure success by how many likes an Instagram photo gets. However, this should be drilled down further.
Ask yourself, did this post have the intended result? If you have a tough time answering this, your goals aren’t defined enough. What is the value of a click, like, or share? Is that all you wanted them to do?
One of the most important qualities in social media marketing is learning how to read your results. If you can look at what’s worked and what hasn’t with the proper perspective then you should be able to identify and address problem areas along the way, making adjustments to your content in order to become even more effective.
– Keep a steady eye on your metrics to fully optimize your social media presence.
Crossing The Finish Line.
Social Media can be an integral tool in creating a compelling presence online, connecting you and your followers on a personal level. As the internet continues to evolve so will our behavior in how we interact with it. By aligning your online content and social media presence with the value your audience is looking for, you will remain ahead of the curve and easily adapt to changes.
Remember to have fun! This is an opportunity for you to extend your tournament’s experience online and create lasting and valuable relationships with your audience.
Social Media Checklist
- Understanding your audience/creating a voice
- Identifying what platforms will work best for you
- How to best target your audience (by each platform)
- Interacting with your audience
- Reading your results