Massage Today
Massage Today dotted line
dotted line

dotted line
Share |
  Forward PDF Version  

Marketing 101

By Stephanie Beck

About the Columnist
Other Articles

Tips to Make Sure You are Creating Great Social Media Content

If you're social media is not producing the healthy results you expected, perhaps it is time for a social media adjustment. Amost 90% of the social media pages I see suffer from what I like to call social misalignments. The message just isn't connecting with the prospective audience or it is so bland that it has very little relevance. Or the owner is so busy touting how "great they or their practice are" that those posts are like "wallpaper" to the users on the social site. They are overlooked and undervalued. The good news is you can correct this problem and create a social site that produces the holistic results you want, need or desire.

Adjustment #1

If you haven't done so already, spend about 30 to 40 minutes using the social media site personally and enter the common words or topics your ideal customers use when they are in search of answers to their problems. Make notes of what kind of information comes up in the search and who is engaging on those page groups or personal profiles. The average social media user utilizes the site daily to be entertained, procrastinate, connect with real people and fill a need for special recognition. They are also using it to search for information, recommendations, reviews and answers to their questions. With an overload of information on the standard search engines (Google, Yahoo, Bing, Ask, etc.), more people are turning to social media sites and trusting the information provided on them than ever before. Therefore, the more fans you can connect with and have them liking, sharing and talking about your services, the more likely you are to have a healthy social media alignment.

Adjustment #2

Make a point to reward the prospect's need to be recognized by commenting back and connecting with them when they participate. In turn, you become more valuable to them and build a stronger bond and ultimately they will want to do business with you. Even current customers have a strong need for recognition and if you feed that need by recognizing them for participating on your page, a likely result is that they become raving followers and some of your best ideal audience!

social media - Copyright – Stock Photo / Register Mark Once you have an idea of the type of information your ideal customers are searching for, you can start to plan the content you are going to share that will connect best with them.

Adjustment #3

Social media is not about what you want to share; it is sharing what your customers want to hear. You should know what they are looking for and how you or your products/services can help them. Start to get creative; develop subjects and topics that are interesting and valuable to your ideal customers based on your research. Your objective should be to offer helpful information or solutions. Your content needs to be engaging, entertaining and compelling. This isn't about you or your practice. This is reviewing the content through your customer's eyes and sharing content that your prospective customers would deem as relevant and valuable.

Adjustment #4

After you have selected topics, plan the types of content you want to use in your updates. We all learn in different ways. Some are more visual learners while others like lots of words so have a variety of content to appeal to a variety of followers. Good sources for content can be manufacturers, research studies, professional organizations or community sites. You can also create content yourself like filming videos, writing articles and blog posts or making infographics. Just be sure to use different types of media formats so you are engaging all your ideal audience.

Adjustment #5

When planning how to deliver that content, not only are you going to want to have a variety of content (video/audio or text), but there are five different ways to share it as well. You can share as status update, a link, video, photo or infographic. Check out the following examples:

Status updates – these are straight content. No links, photos or videos. They are questions, statements or both.

Link updates – these are status updates with a link to other information. They can be links to articles, photos, videos, blog sites, another website, registration pages or a different place on the same social media site. If you are creating an update and including a website address that you want the person to "click," this is a link update.

Video updates – this is when you upload a video directly to the social site. This is not a link to the video; that would be a link update. It can also be a direct share from a social video site.

These are the items you want to include when uploading a video directly on a social or video site:

  • Include a title and description of what the video is about.
  • Include a call to action of where you want them to go next in your description.
  • Add keywords or hashtags to your description.
  • List the people who are participating in the video or "tag" them.
  • Include the location of either where the video was shot or use your social page as the location.

Photo updates – these are updates where you upload a picture. Some social sites sync directly to your mobile devices making it easy to create photo updates on the go. Items to remember about photo updates:

  • Say something about each photo you upload including your albums – say something about the album and each photo in the album.
  • Add keywords or hashtags to your description(s).
  • Tag people that are only in the photo. It is annoying to some people when they are tagged and it doesn't apply to them.
  • Include the location of either where the photo was taken or use your social page as the location.

Infographic updates – these updates are a form of content marketing. They are different from a photo or video because they use text and sometimes images or memes to convey a message. Many times you will see infographics used to demonstrate how to perform a task. Another common use is sharing statistics or to educate about the history of various topics. Follow a similar protocol when uploading them as you did on your photos:

  • Write a brief summary (just 1-2 sentences) letting people how they benefit.
  • Include keywords and hashtags in your description.
  • Include a call to action of what you would like them to do next.
  • Use your social site as the location.

The reason you will want to use a variety of ways to share your information is that you want your page to stand out. As you start to build a following and create more interaction on your page, this will entice other users to visit. The more variety you have on your page the more likely you are to appeal to the different types of users.

Adjustment #6

Strive to have three daily updates, seven days a week. I realize that sounds like a lot and before you start to feel overwhelmed, evaluate your sources. Keep it simple and what is easily accessible to you. If you tend to write frequently (blogs and articles), then your updates will have more links. If you take lots of photos with your phone and love to share, then figure out a way to share content that applies. Even if you don't think you have an abundance of a particular type of content, there are options available to you. Whether it is sharing from other community pages that make sense for your market or outsourcing the work; your goal should be to offer a variety weekly of content weekly.

A general rule for any updates; always try to include a question. Our brains are wired to want to provide an answer any time we see that infamous "?" Try to make the question the last sentence of your update. If you start by asking the question and then provide another statement or answer, you most likely will not have as many responses. Pay attention to how much information will be shown in the update before they have to click on the "show more" button. If the information is compelling enough your followers will "have" to know more.

This is what marketers refer to as a "hook" or information that catches people's attention. If you "hook" them with a great opening line and ask a question to click here for the answer; most will click just because they want to know. This only works if the "hook" has relevance and value to your audience. Therefore, once you have made a list of the topics or information you are going to share, and have determined a general plan of the type of updates, jot down a few great "hooks" you can use to entice them. The biggest reason people fail is due to never taking action. These social adjustments will be most helpful if you actually implement them.

dotted line