The orthodoxy around social media is to listen before you act. But what if you could learn much more by just getting stuck in?
Here’s a collection of tactics to try out on Twitter and LinkedIn. It’s not a long-term strategy, but they’re things you can do right now. There’s a good chance they’ll help get you hooked and give you some results and insight to feed into your future strategy.
Getting more engagement
- Use images in your posts. If you have no sense of shame, promote all of them as [INFOGRAPHICS] even if they’re not. You can now use giphy.com to include animated gifs in your tweets. Eye-catching!
— Paul Everett (@TMPeverett) February 10, 2014
- @mention partners/people with complementary services to encourage their engagement and reach their audiences.
- Contribute to big industry events and awards hashtags. If you’re not attending, just make sure you stay relevant! Tweet more often. Start making tweets (and LinkedIn updates) a deliverable to accompany every piece of content. If your updates need to go through legal/compliance sign-off, do it all at the same time.
Finding people to follow and engaging with them
Pick a few relevant tweetchats to join. Most of these – like #b2bchat – take place in US time, so plan for a late night! Find a couple of customers/prospects/influencers and look at what lists they’re included in. See who else is on those lists and add them to your own. Keep an eye on what they’re saying, and wait until you have something useful to say before following them.
Beat the 140 character limit with Twitter cards
It’s well worth looking into these. Especially if like me you use 20 words where 10 would do. All you need to do is add some code to the blog pages or content you want to make available as Twitter Cards. Then alongside each tweet your followers will also see a headline, image and intro sentence. Which means you can think about the 140 character limit as the teaser for the rest of your tweet.
Entitlement Porter or Nobama Beer? http://t.co/xbvqXdvb
— HuffPost Food (@HuffPostFood) November 5, 2012
Making the most of your company page
You’ll probably have at least twice the number of relevant, engaged followers on LinkedIn than on Twitter. A sweeping generalisation, but if it’s true for you then make sure you’re investing effort accordingly.
Post regularly – it’s the cost of entry to being credible in social media.
Sponsor your company updates for specific audiences. You’re paying anyway (for the content you’re promoting and the time taken to post it), so why not experiment with paying a little extra to reach your target audience?
Improving the personal profiles of your sales team
If your sales team isn’t already talking about ‘social selling’, they probably will be soon. Marketing can support them – starting by helping to create personal profiles to be read by customers, not prospective employers.
Give your sales team suggestions of content they can embed in their profiles. SlideShare presentations and documents are great, as are YouTube videos. I’ve been experimenting with embeds on my profile here. (Screenshot below in case you’re not connected to me!)
Provide regular updates that your sales team can share (personally or in groups) – or automate it for them with tools like Buddy Media or Oktopost. You can even give them lists of who to engage with and draft personalised InMails.
This has two advantages: moving sales into social selling, and increasing the reach of existing content.
Ready to jump in?
Hopefully there’s something in here you’ll be able to try out soon. For more ideas, follow me @TMPeverett