Social Media Implementation
In this guide, we will cover the following:
1. Why Social Media?
2. Implementing Your Imagery on Social Media
1. WHY SOCIAL MEDIA?
What is Social Media?
It’s the entire internet as we know it. Your website, e-mail marketing, and social networks like Facebook, Instagram, Twitter and YouTube are all considered social media environments. Treat them as a collective rather than individual networks.
Community = The #1 Goal of Social Media
“People do not buy products and services. They buy relations, stories and magic.” - Seth Godin, author of The Purple Cow and Tribes
This quote is from one of the top marketing gurus of our time. And, Seth is right. How much stock do you put in building relationships with key individuals and organizations for the purpose of continued success in your brand? A lot, right?
In 2018, it is especially vital to a business/organization to build community online. Building community means engaging with your audience online, giving resources that are helpful to them, and interacting with them on a daily basis. Do not pretend to think community is something you only do in-person or once in a while online. This must be a daily exercise for the modern business moving forward.
Why is Your Imagery So Important?
Consider the advertising you’re used to seeing from big name brands like Nike, Coca-Cola, and Calvin Klein. You will always see celebrities sponsored by these brands because those faces and names sell the brand. In this modern age, online retailers and companies such as SquareSpace, Peak Design, and SkillShare are all using similar strategies on a micro level. They are sponsoring social media influencers (those who have a large following online) to sell their brands. It is not uncommon to see a company like SquareSpace who makes websites offer sponsorships to hundreds, yes hundreds, of influencers. Imagery is important because faces help connect the audience to the brand.
“The brands that connect with clients in a real way will win.” - Gary Vaynerchuk, CEO of VaynerMedia
2. IMPLEMENTING YOUR IMAGERY ON SOCIAL MEDIA
We talked a lot about Social Media in the first half because we believe in its power to build community and brand culture. Maintaining a strong connection with your audience online will ensure greater success in your product or service.
But, here’s the bottom line. We do NOT believe most companies will be successful with social media because of this reason: active strategy and manpower. It takes hard work for a one-man or one-woman operation to tackle all of the daily tasks of running a business and have time for social media. But social media is critical and should be considered a top priority. You’re reading this article because you have worked with us and we believe you’re the right fit for building strong social media.
When you look back on your social media 12 months from now, what do you hope to have accomplished? The answer to this question will help outline your strategy.
In 12 months, I hope to…
“…build and engage an active community of people who want to learn from me…”
“…foster and maintain client relationships through education and follow ups…”
“…build a process for social media implementation that’s managed by my employees…”
Whether you’re a one-person operation or a team, dedicate yourself or an employee to managing your active social media strategy. If you’re the boss, you may be the most knowledgeable person about your craft but you may be too busy and need to delegate this responsibility to an employee who can help keep you accountable for your social media.
Marketing Materials / Canva.com
We highly encourage using your images for marketing materials. It’s about personal connection. If you’re having trouble creating marketing materials on the fly, we recommend Canva.com.
Here’s the skinny: Canva.com is an online based tool for creating marketing materials. From flyers to announcements to media kits, this online based graphic designer will help you take your imagery to the next level with easy-to-use tools.
Facebook / Instagram Posts & Engagement
We’ve written the most about this section because these two networks are the most common for using imagery. After reading this section you will understand why our approach to Lifestyle Headshots and providing hundreds of images is so valuable for your business/organization.
1. How often and when should I post?
Maintain a regular posting schedule but do not bombard your followers with too many posts. We recommend one post (it can be the same one) for Facebook and Instagram per day. Two at the most. Consider the time of day when most of your audience may be online. Early morning before work? Lunch time? After hours? Apps such as “Prime” provide statistical analytics on when users are engaging with your posts most often.
More than 3 posts per day
Multiple posts in one hour
Posting at the wrong hour (ex: 3am is not a time when people are awake)
1-2 Posts per day morning and/or evening
Posting at the right hour (ex: 8am before people leave for work, 12pm when people are out to lunch, 4pm before people leave work.)
Keep your followers interested by running themes for your post. If you sell a product or service, you might rotate through client testimonials, case studies, freebies and contests, and stories about your company. Try your best not to ever be sale-sy. The goal is to build your community. Here's an example of a weekly schedule of rotating themes:
Monday - Client Testimonial
Tuesday - Case Studies
Wednesday - Freebies and Contests
Thursday - Stories about your company
Friday - Quote
3. Style Guidelines
A constant rotation of the types of images you use help keep the audience interested. Rotate through images of people, products, and general images related to your brand.
No visual consistency.
Subject matter is all over the place.
Makes use of content rotation.
4. Engage the Audience
How and when do you interact with others? Be sure to respond to everyone who comments on your posts. Don’t just say “Thank you!” but make it conversational. Go to your audience and write comments and questions on their posts, and do this at least 20x per day. It will cost you $4 a day to give your “two cents” to 20 people (get it?).
Use relevant hashtags related to your posts. You will find the most popular hashtags in the hashtag menu in Instagram.
6. Can I reuse an image I’ve already posted?
Absolutely. Just not everyday. Wait until you’ve had a half dozen or dozen posts before reusing an image.
7. Never make a post without an image.
Sure, on Facebook you can simply write a caption without posting an image but this is statistically proven to be less than helpful. Studies show people only remember 10% of what they hear after 72 hours. However, when a post is paired with an image people can remember 65% of the information after three days.
1. Banners on Every Page
Place an appropriate image from your gallery as a banner on each page of your website. We want people to see your faces again and again. It establishes a professional and personal connection. Use Canva.com to create banners with fancy text if you do not have a graphic designer or agency.
This one is obvious, but make sure to update your bio page with your new images.
E-mail Marketing & Signature
The most direct approach to contacting your audience is by e-mail. E-mail has stood the test of time while other marketing sources such as Google Pay Per Click are on a decline. Place your new images in your e-mail signature, and use your images in any E-mail Marketing campaigns you do.
Other Social Media
LinkedIn and Twitter are straightforward. Update your accounts with your new images right away.