Social Media for Different Industries – Who, What, When and WHY!

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On any given day, a typical Facebook user is spending over 12 hours a week on Facebook. For this reason, whether you’re a luxury hotel chain, fashion boutique, burger restaurant or a financial planner, being active on social media is a must, and should be utilised effectively to reflect your overarching business strategy. However, there is no one-size-fits-all approach: a corporate accounting firm’s social media activity will vary dramatically from that of a luxury fashion label.

The key to understanding the when, where and what of your social media strategy is to first understand the who and why.

Who are you trying to speak to? This means having an in-depth understanding of who your target audience is – demographics, geographics, characteristics, and ultimately, what motivates them. The more information you can find out, the better.

The second step is understanding why you are wanting to talk to them via social media. It could be to increase sales, build your reputation, or develop awareness, but no matter what the reason is, it’s critical to have it clearly set out to use as the foundation for your social media presence.

To make the second half of this process a little easier, we have pieced together an outline of the where, when and what to post, in order to demonstrate how social media can work for your individual business.


Where to post

When analysing your target audience, it’s important to find out where they are on social media. While it is safe to say that the majority of your audience will be on Facebook, what else are they using? The Sensis Social Media Report 2016 found that most businesses will have a Facebook, Twitter and LinkedIn presence, but if you’re a fashion brand targeting women between 18-25 years old, then your focus – and priority – should be on Instagram.

One of the most important things to understand when it comes to social media is that your brand doesn’t need to be on every single channel under the sun. This is for two reasons: 1) because you will end up spending too much time managing all the channels; and 2) because your target audience might actually not use certain platforms.

Expert tip: If you’re starting out on social media, choose a maximum of three platforms to be on. Once you’ve grown your presence on these, then look to expand further and subsequently build out your social offering across channels.

When to post

For many, timing is an afterthought, however, the time you post your content can sometimes make the difference between 100 and 1000 people seeing your content.

Again, the timing of your posts will tie back into who your target audience is. If you are a superannuation fund trying to connect with corporate workers, then you need to consider that your audience will have limited access to their social media during work hours.

While there is no perfect guide to posting times, Your Outreach outlined some suggested times for different industries, based on their research findings.

  • Retail: between 2:00pm & 8:00pm
  • Food: between 4:00pm & 11:00pm
  • Travel: between 9:00am & 10:00am, and 2:00pm & 5:00pm
  • Product/Service: 1:00pm, and between 4:00pm & 8:00pm

Expert tip: For most social platforms, engagement is highest between Monday – Thursday, and during lunch or in the evenings. Saturdays are considered the worst day of the week to post, but if you want to best engage your audience on the weekends, you could tailor your content to be more aspirational, as opposed to promotional.

What to post

Once you have figured out the platforms you will post on and when to do so, the last step is creating the content itself! Research has shown that consumers will trust a brand if their content is engaging, relevant and updated regularly.

At P4 Group, we develop content pillars for all of our social media clients to ensure they receive positive engagement across their chosen platforms. Content pillars are approached almost as a rule for your social media channels. If what you are posting doesn’t fit in with one of your content pillars, then it’s likely not to be relevant to your audience.

These content pillars should directly reflect your brand values, and therefore every brand’s content pillars will be different. For example, a hotel chain may have ‘holiday inspiration’ as a content pillar, whereas a property developer may have ‘past and current projects’.

Expert tip: Choose 3-5 content pillars to work from, and develop these against your business values – the two should align.

 


Want to know more about how we can assist your business in today’s fast-paced digital world? Learn more about our Social Media and Digital Services, including our NEW bespoke social media packages here.