A social media strategy that combines paid and organic elements will put you in the most influential position to build an audience and grow your business. Paid reach draws attention to your brand; organic reach creates trust in it. Understanding the role of natural vs. paid social media strategy and planning essentials series, the social media landscape is the most important. When it comes to social media reach, Facebook is always the first platform to come up in conversation.
Interestingly enough, it’s also the first platform to come up when talking about the decline of organic reach on social media. Before you can combat the fall of organic reach on platforms like Facebook, you have to understand why it happened. After all, you can’t fix it without understanding how it broke.
Social media is adopting its own form of SEO in a way that promotes a positive user experience. The way this algorithm works is by putting your posts in a pool as small as one percent of your followers. If those people engage with the content, then it gets introduced into a larger pool. Slowly but surely, more and more people see it, but only if it’s engaging.
This is vast information, but it doesn’t help you because you don’t know what Facebook and social media consider engaging. The question is, how we do that? Here we go, we will give you some of the tips:
1. Effort on Right places
Most businesses will assume that they need to have a presence on everything from Facebook to Pinterest, but that’s not necessarily the case. The audience may not have a presence on every social media platform, so why do we waste our energy? Choose wisely, which network you want to focus on. It is easier than you think, rather than choose all social media platforms. To get the accurate info from your audience, the best way is to ask them what they want. Make a poll or some excellent graphic for the Q&A session. Ask them which social media they like the most, and don’t forget to do your own research too to compare. If you have a blog, please do make sure you put the share button on it.
2. Profile Optimization
Social media and SEO: Correlation, not causation Content that gets shared a lot gets seen a lot. Content that gets seen a lot is more likely to get linked to from other websites. Those additional backlinks are the cause of the better rankings. The improved rankings also lead to increased social media activity.
When we create content for those engines, we optimize it with all kinds of on-page SEO tactics. Well, it turns out social media is the same way.
Every aspect of your social media profile can be tweaked for better visibility and optimization. If you want to be a social media shinning star, you need to know of these all elements.
Please do as:
An easy to remember or a simple username
A recognizable and eye-catching photo/brand logo
Keyword-rich descriptions (that still sound natural)
A good and trackable backlink
When posting, use these same factors to decide which images you use, what keywords you include, and how you phrase your call-to-action. This applies to any and all social media platforms.
3. Post evergreen, actual and hot topic content
Evergreen content is essential for driving consistent blog traffic. Choose the topic which is timeless, and makes it the type of content people love to link to because evergreen content encourages better rankings and social engagement. Don’t publish content with an expiration date.
Try to post something educational and funny. Humor, shock, or awe are high emotions to target with evergreen content. People will always share positive posts more than negative ones.
4. Optimizing Quality, Not quantity. But keep consistency.
Content is the primary weapon for Social Media. There’s a lot of posts on various topics and quality out there. But is that important to post so many contents a day? Instead we need to focus on publishing high-quality, relevant content. In this case, it’s literally quality over quantity. Posting less with higher quality will increase organic reach more than spamming your page with everything you can get your hands on.
While there’s no exact science to this, we suggest you post at least once or twice per day, but if you need to make your Instagram pages more attractive, you can try either one or three posts a day. Always remember that your business is unique, so don’t be afraid to experiment with different frequencies.
5. Audience Targetting
Traditionally, social media users logged into platforms to actively engage in some way to post a status update, photos, or watch a specific video. Without a strategy, you might be posting on social media platforms for the sake of posting. That’s why we need to do an accurate targeting, so the post won’t be a spam on somebody else social media timeline. Social media targeting is the ability to display adverts and posts to specific audiences chosen by the advertiser or poster. Targeting is mostly available for social media adverts, although networks like Facebook offer basic targeting options for some organic posts too.
This tactic will vary from platform to platform, but pinch the settings of your posts to target specific members of your audience can give you a boost in your post organic potential. For Facebook, you can use organic post targeting to filter who will see it.
There are eight options on Facebook you can use:
Gender, Relationship, Status, Education level, Age, Location, Language, Interests, and Post end date
The same type of options is available on Twitter as well. For example, with their use of hashtags, which allow you to categorize your posts. Take any opportunity you can to better target your audience so the right people see your posts. The power of hashtags is impressive, it just like your SEO keywords on social media. So please put on the related hashtags to engage more people.
6. Post Timing key
Doing a research knowing when people will mostly have time to open their social media. That is important for organic reach and leads. Another misconception is that you should post when everyone is online, but that’s just going to throw your content into the hurricane of posts that people are seeing. If you wait until non-peak hours to post, you’re less likely to get drowned in all the noise.
Social media is one of the best ways to amplify your brand and the great content you’re creating. If you are a social media manager, you’ve likely looked at ‘best time to post on social media’ studies to come up with several posting times for your content or ads. Have you ever wondered when you should be sharing your content on the social web?
Looking at research data, these are generally the best times you should be posting:
Facebook – (Thursdays/Fridays) between 1pm and 3pm
Twitter – (weekdays) between 12pm and 6pm
LinkedIn – (Tuesday – Thursday) between 7am/8am and 5pm/6pm
Of course, you should look into data for your own audience, if you can.
7. Post The right types of content
Do you want double your social engagement and get your content shared like crazy? Engagement is key when distributing content on social media. Considering not all content is suitable for every social media platform. It’s all right to post entirely different things on different platforms. An interesting study done by Socialbakers revealed that certain types of content can give you a huge boost in organic reach.
The results of their study showed that videos had the highest organic reach on Facebook by a margin of almost 3%, which is enormous, given that average organic reach has dropped to 1% or less.