Ten Tried & Tested Tips to Instantly Improve your Brand’s Social Presence

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Social media is like one of your babies, right? You love it because it’s a labour of love and it’s yours. But deep down, you can’t help but think… ‘Could it be better?’

The truth is, there’s no one size fits all recipe to achieve results on social media. And while you lament the absence of a magical internet unicorn of success, keep in mind having a set of ‘best practices’, tips and tricks, is just as important as having the ability to remain fluid and reactive in a way that resonates with your brand.

1. Social media is not about mass communication – narrow your audience for big results

Whatever your objective (engagement, conversion, leads), your purpose should be seeking out people who will be interested in your brand (obviously!). Simply having your ad served to the masses is an ineffective approach and undervalues the potential of social; to be extremely strategic and targeted in your approaches. To get the most bang-for-your-buck, get informed about your audience and the avenues to reach them on social.

2. 2017 is the year of the video, why aren’t you using it yet?

It’s estimated that video represents 74% of all internet traffic. Copy, while important to support visual messaging, is not performing on its own across most commonly used social channels. Now is the time for brands to be investing in creative, thumb-stopping video content.

3. Millennials are more demanding than ever, so make sure your social presence is worth their while

Don’t assume your audience is going to be as interested in your product as you are.  Most of the time, they’re already aware your product exists and have chosen to connect with you via social for the value-add; behind the scenes, brand story, and entertainment.

4. If you have zero user-generated-content, I’m going to assume you have no users

User-generated-content (UGC) is powerful for a number of reasons, but the main reason you should incorporate it into your social media strategy is because, quite simply, consumers react more favourably to it. Studies have shown brand engagement increases an average of 28 per cent when users are exposed to both UGC and professional content.

5. Drop the sales pitch

Of course there are exceptions, but for the most part, you’re choosing social media as a way to conversationally chat with your audience. LinkedIn is an exception, but it still creates an opportunity to speak to your audience as if you’re sharing a sophisticated dinner. You aren’t speaking through a press release or brand by-line. Relatability and building trust is key.

6. Spell-check, or get someone to proof your work!

Nothing cheapens your brand more than improper spelling and grammar. This one is short and simple – you’d get someone to check your media release before hitting send; get someone to check your content plans before they’re immortalised in the social hall of shame forever more.

7. *Be strategic. Be, be strategic*

Just because social is reactive doesn’t mean it should always be done on the fly. Planning your content a month at a time allows for topical input but also ensures content is strategically sound.

There’s nothing worse than scrolling through a brand’s Instagram page and seeing five pictures in a row of similar content, clashing colours or mixed messaging. Map out your upcoming content, optimise it to suit the audience on your platform of choice and adapt it to suit the time of day, your brand’s content pillars, and your end goal.

Be suitable to both your most avid subscriber and your new social wanderer who’s stumbled across your channel for the first time.

8. If you don’t have budget to advertise on social platforms, keep your expectations low

Facebook isn’t a not-for-profit. Instagram isn’t providing pretty images out of the generosity of its perfectly poised and filtered heart. They’re businesses, and the algorithms are in place to give preferential services to clients who advertise. It’s really that simple.

Don’t try to figure out the algorithm so you can support the argument for a strategy featuring only organic content. If you want to get powerful reach and engagement, spend a little. A little can go a long way if you’re smart about it. For instance, Facebook mobile ad click-through rates is 9.1 x more than other online advertising, and Instagram ad recall was 2.9 x higher than other normalised online advertising. Pretty impressive.

9. Stop with the copy & paste

Think of it this way: if your brand is posting the same content on Facebook as they are on Twitter, then sharing it again on LinkedIn, why should your followers subscribe to multiple channels?

More than 70% of people have more than one social media profile. The whole reason you have different social platforms is to speak to different audiences in different ways. They each contribute to the overall brand journey, but they should not be duplicates of each other. Treat them as if they’re each diverse representatives of your brand and add value to each channel – your customers will feel it.

10. Balance your content

In a recent Sensis report, it was shown 52% of consumers are more likely to trust a brand if it interacts positively on social media. This means creating a brand experience filled with stuff your followers will appreciate, engage with and react positively to; not purely self-serving content oriented around driving revenue and the hard sell.

Adopt the 80/20 rule: for every post that pushes your business agenda, include four truly social posts that will engage and entertain your audience. Memes, beautiful imagery, aspirational shots, behind-the-scenes, your options are limitless – just keep it natural and allow it for part of your greater brand story.


Blog post by Danni Bain, Account Manager at P4 Group.

What are some small tips you’ve seen make a big impact on the social media you manage? Let us know in the comments below.