Presented by Angelika Lipkin, Sr. Manager, Client Communications, Higher Logic, and
Teah Hopper, Director, Digital Engagement, Missouri Realtors
When used wisely, social networks can play a definitive role in driving members to engage in a community. Delivering timely, share-worthy content on the right social media channels can make organization members more likely to keep the conversation going – resulting in an informed community discussing relevant topics. This liveliness, in turn, can attract new members, and result in a more unified home base for all.
Here are the top 10 methods – countdown style – to drive traffic to your community using social networks:
#10: Start with Share-Worthy Content
People share for a variety of reasons – to spread important and interesting information, to support a cause they care for, to give others a better sense of who they are, and to grow and nourish relationships. That means your content needs to strike a chord and be share-worthy. A “share” is worth 13x a “like.” Ask yourself, would I share this?
#9 Create an Editorial Calendar
Planning ahead gives you the opportunity to consistently provide your audience with timely posts. Create an Excel file which lists the type of content you plan on promoting each day via your various social media channels. Examples include, promoting specific blogs, an all member forum thread, upcoming webinars and events, and the top rated or recommended resources that were shared in your library, etc.
#8 Cross-Promote Content
When it makes sense, cross-promote content by tailoring each post for its intended social network. If you’re sharing the same relevant content in multiple places, make sure you change the headline/call to action to fit the appropriate channel.
#7 Segment by Social Media Channel
People use different social networks for different reasons, so it’s important to match your agenda to the appropriate social network. For example, photo-centric posts work for Pinterest and Facebook, whereas text-only posts are better suited for Twitter.
#6 Use Images
Images, infographics and the like have a tendency to be the most engaging, so use images where appropriate.
#5 Take Advantage of URL Shorteners
Shortened URLs are important for a few reasons: They help maximize your character count, they’re trackable via a variety of tools to gauge click through rates, they can be personalized, and they look better than a long URL. Great examples include bit.ly and tinyurl.
#4 Pay Attention to Timing and Frequency of Posts
Best practices dictate that Twitter should be updated more frequently than Facebook. On average, it’s recommended that you post 3-4 times per day on Facebook and 7-10 times per day on Twitter. While various research declares the best time to post, the most important factor is to know your audience, their lifestyle and when they tend to be online.
#3 Tag Members & Provide Accolades
Tagging members, credible speakers, staff, and sponsors in photos and status updates promotes a sense of community. Likewise, these posts are more likely to garner likes, shares, and retweets. Also, ask your members to tag themselves!
#2 Find Ambassadors and “Gamify”
Identify the people and businesses that are sharing the same kind of information, and be sure to follow and share relevant information right back. Share interactive updates that drive engagement, like polls and photo contest. Check out SocialToaster if you’re interested in creating a social media influencer program.
#1 Be Human
Nobody wants to see redundant or robotic-sounding posts every day. Use friendly, casual language and share aspects of your company’s culture to give followers a fun, unique view of your organization.
You may view a copy of the full PPT presentation with real life examples of Higher Logic clients here.