Forgetfulness is a part of life. Just try to count the number of times you’ve misplaced your cell phone or car keys and you’ll probably immediately think of a dozen or more instances.
Social media managers are not spared this blanking. Sometimes you can get into quite the groove with your content creation and forget some of the most integral parts of a successful and effective post. We’re here to help remind you of what made your posts great and how to recapture this magic with these three tips:
Links drive traffic, traffic drives engagement, engagement drives participation and participation drives revenue. While it may not be this extremely simple, the basic formula still holds true for many associations, small businesses and other organizations; if you can get people from one piece of good content (your social media post) to another piece of good content (your website), they are more likely to read your blog post, hear your message, browse your products/services and use that online registration/purchase tool.
However, many people forget to add a link to the specific content they are referring to on social media. Instead, they will tell their audience that registration is open for the association’s next conference or that there is a deal on the business’s new product, but fail to provide a path for the viewer to explore these offers further in the form of a link. Next time, make it easy for people to invest their time/money/energy in your organization and add a link.
A Call To Action
Most people like to be told what direction they should be going, which is why a call to action is an important part of any successful social media post, especially for associations and other non-profits. Your audience is undoubtedly smart and capable, but it probably made up of busy individuals with other priorities. Because of this, your audience members often won’t go through the extra step of investigating what to do next if you post about an initiative, event, service or other program your organization is promoting.
When you provide a call to action, a specific way for viewers to get involved and participate in your organization’s initiative, through social media, people are much more likely to follow through as their actions are clearly mapped out. Crafting a call to action can be as simple as tweeting about a letter-writing advocacy campaign from your association’s Twitter account and attaching a sample letter as an image. You are asking your members to write a letter (the call) and providing a clear way to achieve this objective (the action).
So much content, so little time; it’s a phrase often muttered, in some form or another, by people every day. The social media world is saturated with updates, articles, advice and posts of all kinds. That’s why your organization’s content needs a hook, something that makes clear that your post is uniquely valuable and relevant to the target audience you want to reach. Too many organizations miss this and simply rely on their audience to trust that the content is up to snuff or that it will impact them in one way or another. But this is not enough.
Instead, your social media posts should be constructed with a hook in mind. Think about what your target audience values, what they want, what they need and what will propel them forward in life. Use these ideas to appeal to them and compel them to take action. For example, don’t just tell your association’s members in a Facebook post that your conference provides hours of great education; instead, tell them that the education sessions will give them access to over a dozen of the industry’s top professions with a unique chance to pick their brains. This is a reason to attend the conference that many people won’t be able to pass up!