Welcome back to our ongoing series of posts regarding social media and business. Recently we conducted an audit of our members and what social media tools they seem to prefer when attempting to reach their target audience. That led us to this attempt to help our members, and really anybody else reading, to learn some best practices and "how to" engage consumers with social media. Our first piece on this was "The Business Blog" and you can read that here.
When we looked at our membership the social media platform of choice seems to be Facebook. That's no surprise because the social media giant had, as of
the second quarter of 2019 a bit over 2.4 billion active users!
Oh But The Changes
Perhaps you've noticed that, over the past couple of years, your Facebook posts haven't been getting the traction they once received. Three years ago you could post something about your business and you might get hundreds of impressions and interactions. Today that number has shrunk. Why? Because Facebook wants you to pay for your content to be seen. It's a smart business decision and one of the reasons that Facebook stock is, today, trading at $183.70 a share. So, what can you do to make sure your content stands out on Facebook?
In a recent study of over 777 million Facebook posts it was found that video remains the number one driver of consumer engagement. On average video posts on Facebook rack up at least 59% more engagement than other types. Looking at the content of the top 500 Facebook posts of 2018 we find that 81% of them were backed by video. Only 18% were backed by static images.
So, it's a clear indication that you should be spending some time posting short video clips about your business. And, because video is so easy to shoot...why not. Plus you don't need all kinds of fancy gear to make this happen. You can start with your cell phone video. (We'll have an entire blog about that coming up.)
Reactions to Facebook Posts
The same study looked at reactions to Facebook posts and found that emotion rules. People interact with content they find funny or inspirational. That doesn't mean that everybody loves funny or inspirational content and you have to be careful, given the social climate we find ourselves in, what you post. Remember the goal is to polish your brand. It's always best to know what your target demographic finds engaging...which really is rule number one when it comes to social media marketing.
Last year the Norfolk Police Department received more than 3.2 million engagements and grew their audience to well-over 180,000 fans. How? The Lip Sync Challenge. Here is a link to their video. But, promise to come back!
OK, that's pretty cool and I'm not suggesting that you get your crew together for a lip sync challenge but what consumers want to see is the human side of your business. Sure you might be selling an axle but what else goes on in your company that is engaging and fun?
How Too - It's Big
We've got a couple of members that do some excellent "How to" videos. And, according to the study this stuff works well too. When you are helping your customers find ways to fix something not only do you get the credit but it's likely that post will be shared with others. I know you have some "fixes" that could benefit others. It's not always about "selling" but it is about connecting.
Behind the Scenes
Engage your customers in the "behind the scenes" of what goes on in your business. People buy from people they know, like and trust. You've got to have some great stories that you can record and then share. Right? It takes work but it really does work.
This post has already gotten a bit long...so let's break it off here and next time some suggestions as to how you can take some great video with excellent sound on a budget you can live with.
Thanks for reading!
Michael Libbie, a long time member of the National Tractor Parts Dealership Association, creates content for our association. If you wish to comment, feel free. And, here is a link to that 2019 Study of Facebook in case you want a deeper dive.