Trust Critical to Social Success

The unquestioning use of social media is a thing of the past. Facebook and other platforms have had issues with privacy, fake accounts and other trust-breaking events. We are all more skeptical.

To succeed on social, brands must make connections that build trust. Relationship building needs to be the centerpiece of engagement. Social media has never been mass media. Brands that embrace the difference will see the most success.

Brands need to focus on generating transparent, quality interactions with individuals. Targeted messaging is more important than audience size.

Essential to this approach is making the brand human. Marketers must move away from corporate messaging to amplifying the voices of the people who are behind the brand. The best “celebrity” or influencer is someone who is part of the day to day of the business.

This could be the CEO, it could be the marketing team, or it could be someone on the front lines of customer service. People trust people. To be successful on social media, brands need to help make those connections.

In messaging, the overriding goal needs to be transparency, accuracy and authenticity. Focus on values and purpose over specific products and services.

In approach, tactics that create conversation have the greatest impact. Try Twitter chats, Facebook live, and groups on LinkedIn, for example.

Great Post AND Awesome SEO

When you commit to writing a blog, the first fear is probably coming up with enough topics to write about. These days, writing an interesting post isn’t even half the game.

Writing a blog post or other online content is only worthwhile if it helps your effort to be found online. Every blog post should advance your search engine optimization (SEO) goals.

It is actually pretty easy to write a post that your audience finds interesting AND helps your SEO.

Define the Message

What do you want to tell your readers? What is the key takeaway you want to offer?

Every post you write should have a purpose. Define that purpose before you start to write.

Keywords Come First

Every post should be written with keywords in mind. You need to use the same words and phrases that your audience uses when searching online. Define a primary keyword or phrase. Also have a list of keywords related to the content. Use them all!

Structure Your Writing

Start with an introduction. Say what you are going to say. Tell the reader why they want to spend the time to read your post.

Write the text of the post in a series of short paragraphs. Each paragraph should consist of short sentences that use short words. This approach increases the chances your reader will understand what you are saying.

Group related paragraphs with subheads that keep the flow. The reader should be able to read the title and subheads alone and get the main point of your post.

End with a conclusion that revisits your main message. All of the elements – title, subheads, paragraph and conclusion should make use of keywords.

When you are done you have told the reader what you will say, provided the details, and then told them what you said. And, you have done all of that using the words and phrases that they use!

Write Enough to Count

Aim for 600 words minimum per post. Google likes articles of 600-1200 words. However, if your article is too long and not easy to read it won’t be read. So make every word worth reading!

Link Related Content

Be sure to use links to connect related content. Link to related website pages and other blog posts. Internal links – links within your website and/or blog – helps readers get the full breadth of your expertise. Links are also important for your search engine rank.

Add New Content

Search engines like active websites. A major signal is new content. So, be sure to add new content often.

Make sure every addition adds to your business goal, highlights your expertise and speaks in the words (keywords!) that your audience uses. You will keep you audience interested and attract the attention of search engines, too!

Great Content Works

Every blog post is an opportunity to highlight your expertise and to talk to your audience in a way that makes sense to them. It is also an opportunity to get the attention of search engines. Make sure every post follows the basics of great online writing and you will advance your business goals.

Get Your Business Seen on Facebook

Your business can get attention on Facebook! Here are great ways to get attention in a time of almost non-existent organic reach.

Facebook has been decreasing organic (free) ways for businesses to connect with people for several years. Last year it reached the point that no one could avoid noticing the dramatic decrease in organic reach.

Every business needs to be on Facebook. The platform has more than 2 billion monthly active users. With the right strategies, you can still maintain and increase your organic reach.

Understand What Works

Facebook previously used signals like the number of people who reacted, commented, or shared a post to determine where that post appeared in the News Feed.

Now these are ranking factors:

  • Posts from friends and family over public content
  • Posts that will create interactions between users.

The days of chronological feeds and easily attained organic reach are gone.

Engage or Be Invisible

Engagement still plays a major part in Facebook news feed position. This metric must now be the focal point that businesses must tailor their Facebook strategies to meet. Businesses that increase their levels of engagement will earn exposure.

Here are six strategies to engage on Facebook.

  • Add video. Video content drives higher engagement and interaction in comparison to all other content types. Video can be recorded or live. You can use Facebook Live to promote upcoming events, capture behind the scenes moments, convey authenticity, and humanize your brand.
  • Ask questions. Write your content in a way that encourages answers/comments. Ask stimulating questions. Make sure your content and the accompanying question are unique and compelling.
  • Activate employees and influencers. Get as many people talking about you as possible. Everyone has friends and family they influence.
    Help them by creating content calendars and thanking them when they shares.
  • Avoid links. Facebook’s goal is to keep users on Facebook. Rather, focus on posting content with interesting visuals or multimedia.
  • Use Facebook audience optimization. Target your posts to people who will be interested. Log in to your Facebook Page and click on settings in the top right-hand corner of your dashboard screen. Select ‘General’ settings on the left-hand table and click ‘Edit’ to the right of the ‘Audience Optimization for Posts’ option. Select the checkbox to allow you to select a preferred audience and hit save changes. When you compose a new post, you will have the option of filtering your audience. While it may feel counterintuitive, reaching out to a smaller but targeted audience can be a smarter decision compared to posting to your largest audience possible.
  • Create a Facebook group. When managed correctly, a Business Group can create a micro-community of highly engaged users who are both advocates for, and potential customers of, your business. A Facebook Group fits Facebook’s meaningful engagement vision, as they are typically formed around shared interests and create natural discussions.