Having guests guide content for a short period of time is nothing new. From guest appearances on sitcoms to the popularity of the rotating Saturday Night Live hosts to celebrity editors for big time magazines or newspapers, traditional media and entertainment has been employing this tactic to engage audiences for decades.
Guest input can have the same effect on social media. Having a special guest contribute to your organization’s social media efforts can add some much-needed flair and unique insight to your content and drive engagement, traffic and, potentially, revenue.
Here are four reasons why guest posts are a great way to enhance your social media strategy and how to create a framework in these special contributions can flourish.
A New Voice And A New View
Let’s face it, your organization’s social media content will inevitably get tired. As much as you try to switch things up and get creative yourself, you are still speaking with your own voice and from your own perspective and when it all becomes commonplace, people have the tendency to tune you out for a while.
Having a guest come in and contribute their voice and views to the content can rejuvenate your social media posts by providing some variety. You can try having a debate style blog post about an issue that’s relevant to your audience with someone who has a different opinion than you. It doesn’t need to be a serious topic if that’s too risqué, but having someone to act as your foil, introducing a new way of talking or shedding light on a subject from another point of view is a great way to get your audience back to maximum engagement.
Added Credibility and More Relatable
Most of the time, you and your organization are posting something on social media because you get something out of it. You hype up an event on Twitter because you want attendee revenue, you highlight a special product on Instagram because you need it out of your stock room to make way for new products or you write a blog post because you want more traffic to your website. While this makes you business savvy and engaging, at the end of day, some people will see it all as a ploy to get at their time, finances or other resources.
Guest posts can introduce your audience to someone who seemingly has less to gain from promoting your organization, which makes them, and your content by default, more credible and relatable. For example, have a member or customer simply talk about the value they find in your products or services through a video or podcast interview or set and moderate a live Twitter chat or Facebook feed with one of these loyal clients/customers/members.
A Larger Audience
Expanding your organization’s network and audience is a critical way of drawing more engagement, more clicks, more traffic and a higher likelihood that all these elements will lead to a new sale, a new customer, a new advocate or a new member. Expanding your reach is always an ongoing task and often, you need help from others to achieve success.
Word of mouth is still the most popular way for someone to find out about an organization and using guest generated content is the digital equivalent of spreading the word. Influencers in your field or industry are connected to a large segment of your target audience that probably don’t know or don’t care about your organization, which makes their recognition of your organization’s value so significant. Having these industry influencers write blog posts for your website, provide quotes and a pictures for a Facebook post is a great start. To up the ante, provide an influencer exclusive access or an exclusive experience and have them live-tweet or create an Instagram story of the experience.
More Opportunities For Your Target Audience
Generating engagement is one of the primary goals of a social media strategy for any organization, whether you’re a small business, a national association or a mid-size non-profit. Sure, your audience can engage with your organization’s content by the traditional means, but if you really want to combine the powers of personalization, interactivity and a bigger spotlight to drive long-term loyalty, make it possible for your audience to put their fingerprints on your content.
Having your audience contribute content for your organization’s social media efforts creates an experience for them that not only gives them a voice, but also gives them a chance to gain exposure for themselves. This next-level engagement tactic gives your target audience a sense that your organization is all about providing value, opportunity, creativity and a chance to elevate their thoughts, feelings, ideas and talents to a new level. For example, you can give control of your association’s social media feeds to a board member for a day so they can chart their experience with an event or their everyday lives. You can also crowd source ideas for new logos, slogans, jingles or anything else and set it up as a contest to promote local artists on your social media accounts. Whatever you do, creating an increased number of touch-points between your organization and your target audience through these guest posts on social media will only benefit you in the long-term.