It is a dilemma most clients face…finding the groove on content. Trying to figure out the best topics, language and length of posts, along with themes, mix and style is a tough task for the uninitiated. In truth, it is a little different for each segment of industry and brands.
Finding the sweet spot is essential. It is also essential to make sure you institutionalize that sweet spot within your company so anyone executing your Facebook play is calling from the same playbook.
Beyond the words on the page, always remember that photos tend to take tremendous flight in this environment, as they tend to trigger swifter and more frequent engagement and sharing. According to a new study published in a journal (Cyberpsychology, Behavior and Social Networking) from the University of Buffalo, by researcher Michael A. Stefanone, among other things reveals that women share photos 5 times more than men.
As Bonnie Kintzer wrote in mediabizbloggers.com, “If you are marketing to women, assuming you already have a sense framework for their typical content affinities or consumption patterns, try to say the course with comparable content on Facebook. You do this, knowing that women are prone to review, read reviews, share and curate at a very high rate. Keeping consistent, and feeding them content that allows them to assert their opinion, personality, style and signature with their peer groups, is a strong approach that will stir loyalty and multiply. Multiplication boosts visibility, one of the main tenets of great branding.”
She continued, “As with most of the media in today’s arsenal, if you have dual objectives, both branding and performance, you will always have multiple options and approaches to consider. But at every turn, it is essential to unlock the best stuff and put a platform’s top strengths to work. When it comes to Facebook, be thorough and use the ad products and tools available to you. No need to be idle. You will find that you learn more about your audience, expand visibility through friends of friends, and become smarter about how to use data, insights, and content, with the women you wish to engage.”
No matter what social media we use, ‘content is king’. Good content always tops flash. There is no way to take a shortcut around it. Good writing never dies. It is essential.
With more and more people using smartphones to access their Facebook accounts daily, this social media platform has to be mobile friendly.
We really do live in a new DNAge.
In planning your marketing communications plan…Think MOBILEFirst.
Lance Hanish is Co-Founding Partner in CNA | Sophis Integrated Marketing Communications.
He can be reached at:
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