By: Antonio MG - @rantoniomg
Having an account on many different platforms can be useful to reach different segments of your intended target audience. This may also have the adverse result of information getting lost amidst the noise or being duplicated instead of adding any real value. One strategy to overcome this problem is to have a blog that allows your followers and fans to put all the pieces together.
Creating widgets around your YouTube clips and then embedding them on your blog is another useful option. A widget can allow users to engage immediately, for example, you can add a “donate” button right next to the clip.
Social Content Optimization
The concept is similar to Search Engine Optimization and basically means understanding the algorithms used by different social media platforms to decide what contents are shared with whom. The more engagement your contents create, the more likely is that they will appear on people’s feeds.
How to achieve it?
Start by reviewing the performance of your posts and see which ones have been more successful. Knowing your levels of engagement can assist you to present your case to sponsors. For example, Facebook offers “Insights” which are statistics about your page’s performance.
An important thing to remember is that the definition of “engagement” can vary across different platforms. For example, on Twitter you have re-tweets, favourites, mentions, whereas on Facebook you have likes and shares.
The following steps can assist your efforts:
- Define: your organization’s objectives.
- Research: Analyze relevant data to understand what is working.
- Insights: Apply what you have learnt to enhance your contents.
To have an accurate idea of what is working, look at your engagement trends on a weekly and monthly basis. Evaluate the engagement success by checking variables such as:
- Time of day contents were published.
- Title used on a post.
- Length of the post.
Your review should also include measuring which platforms (Facebook, Twitter, Google+) are getting you more response. Then you might choose to focus your resources on those platforms or come up with new strategies to increase engagement in the networks that are not working as well.
Realize that different levels of engagement can be achieved depending on the format of your post: is it text, a picture, a video?