Now that you've got a clear objective and a resource or two committed to keeping your social media assets up-to-date, the time has come to decide what content is going to be shared through these channels.
What you share should be relevant to your target audience and drive them to specific action--similar to any other media you might use. Some examples of action-inspiring content might include a Tweet with a link back to your website or a special 'Facebook' only promotion. Image posts tend to garner more feedback and views than text-only posts--and even though videos can go viral, they take longer to download and view than simple photo content, which can decrease the number of actual complete impressions.
Also related to content considerations is the quantity of material put out into the social sphere. More is not necessarily better. Focus on quality messaging that is of value to your audiences rather than many superficial interactions, many of which may garner no response at all.
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