Shawn Nesaw

Now more than ever, businesses use social media to promote and build trust in their brand, reach new customers, provide customer service and sell products. Individuals use social media to consume and share content, both written form (like this blog…please share it btw) and visual form, interact with friends, family and brands, meet new people and in some cases, build their personal brand.

There are a lot of fish in the social media sea, so it’s important to leverage channels like Facebook, Instagram, LinkedIn and Twitter to expand your business’s audience. That starts with having a strategy in place and a path forward. Here are three tips to really harness social media for everything you can:

1. Make the Most of Your Content

2. Engage with Others

3. Be Authentic

In each tip, I’ll also give some actionable takeaways for you to use right away. Let’s get started.

At the basic level, social media is free and even when it’s not free, it’s arguably the most cost-effective way to promote your brand. A consistent presence on social media allows a brand to reach people at all times of day, every day of the week.

Every business and personal brand fights for attention online so if you want to stand out from the crowd, you need effective content with a long shelf life. In other words, take whatever you’re doing and make it go further. Develop a strategy specifically catered to your piece of content that will help leverage its reach on social media.

ACTION ITEM: Think of your brand, your story, your products. Come up with a big story to tell people about your brand. Tell the story of one of your best products. Try developing that story into a written piece of content or a video. From there you can do a lot of things to squeeze as much of that juice as possible out of that big piece of content. Here’s a quick reference list:

  • Break content into smaller pieces to share on Facebook, LinkedIn and Twitter as separate posts.
  • Create graphics for each smaller piece of content using a free software like Canva. Let the images do the talking. Shares are a great metric to measure on social and these are super-shareable on Instagram stories and Twitter.
  • Tell your stories in 15-second clips on Instagram Stories. To up the authenticity factor, use your phone to record and post (more on being authentic later).
  • Break videos into shorter vignettes and post to all channels.
  • Create a list of hashtags to use on Instagram and Twitter to help expand the reach each time you post. However, beware of banned Instagram hashtags that can downgrade your posts.


One of the easiest ways to ensure audiences know you’re legit is to talk to them. Talk to them as if they just walked in to your branch, as if they are next in line at your deli counter or if they just took a seat at your bar.

We all know social media is a communication tool. We communicate everything, the best and worst moments in our lives. But for a lot of businesses, they post content for the day and forget about it, only coming back to post more the following day, never taking the time to take their communication efforts a step further.

That’s the short game, it’s fairly easy and doesn’t take much time. But if you’re trying to build a brand using social media, play the long game. Post your content but also take time to comment, answer questions, pose follow up questions and say thanks. In fact, if you really want to measure how well any one post is doing on Facebook, for instance, see how many comments it received. At this point in the history of social, meaningful engagements are more valuable than the likes anyways.

ACTION ITEM: Talk to people using social media. By either starting conversations around a product or trend or carrying on the conversation based on comments you see from your audience, taking the time to talk to people will pay off in the long run. Here are a few things your business or brand can do to engage more with others.

  • Respond to comments on posts. In a world of people waiting to speak, it’s nice to know some people are taking the time to listen.
  • Search hashtags relevant to your brand and like/comment on posts of others.
  • Use the ‘ask a question’ feature on Instagram stories. Create a story the day after, answering some of the questions.
  • Retweet relevant content your audience might like on Twitter.
  • Share content that is meaningful to your audiences; don’t always be self-serving.


They can smell it, inauthenticity. It stinks and most people using social today recognize it quickly and move on.

Authenticity also falls in line with engaging others and can lead to increased attention for your brand.

Authenticity is #winning in 2019 and will trend that way for the foreseeable future. Why? Because in a world of fake news, fake accounts, fake lives, chatbots, AI and more, people yearn for authenticity. Dwayne Johnson, aka “The Rock,” wins on Instagram not simply for his rugged good looks but because he talks to his fans and lets them peek behind the curtain, just a bit, which keeps fans super engaged.

ACTION ITEM: “You do you” is a good mantra for this tip. Being authentic means being yourself and making sure your brand is represented well on social, so when a customer walks through the door, they know exactly who they are doing business with and what experience they can expect from you. Here are a few things to try to be more authentic.

  • Share in-the-moment photos of your products, your store, your employees and even your customers using Facebook and Instagram stories. Tell your audience about everything that makes your brand special.
  • Instead of always talking to people through text posts, use video. Don’t be afraid to use video, live or pre-recorded, straight from your phone, to say hi, tell people about a promotion they should check out, explain a product or even tease a new Try video content on LinkedIn. The platform has the capability, but not many people leverage video there yet. You should.
  • Share user-generated content. If someone posts about your product, at your location or mentions you on their feed, tell people about it! Consumers trust other consumers who trust you.

Conclusion

If you’ve made it this far, you must really be serious about making changes to how you’re leveraging social media this year, which is awesome! Each of the tips I covered are important, but they don’t all have to be done at the same time if that’s not possible for your business.

Before you make any moves to implement these strategies, empty the dishwasher, wash the car or do whatever it is that produces your best pondering, wondering, thinking cap. Consider your goals, audience, brand, core values and everything in between to help you decide what you’re going to tackle first and the strategy you’ll employ.

If you still have questions about any of the strategies covered in this article, I encourage you to start practicing good social media by reaching out to us on Facebook, Twitter, LinkedIn and Instagram. We’re here to help!

Shawn Nesaw

Social media moves fast. One minute you’re “poking” someone on Facebook (that’s actually still a feature) and the next you’re responding to a direct message using face filters and emojis on Instagram.

This blog keeps you up-to-date with all the new features social media has to offer. Instagram and LinkedIn introduced great enhancements in July. Read more about the new features below and try them out today.

Instagram

Earlier this month, Instagram rolled out a new feature allowing users to send photos or video replies to stories posted by those you follow. When watching a story, tap the camera button at the bottom of the screen to use the creative tools in the camera such as boomerang, face filters and stickers. When someone replies to your story with a photo or video, you’ll see it in your direct message inbox.

This new feature plays well for friends on Instagram but is also possible for business use. Customers and brand advocates now have the opportunity to engage with your brand using other creative means. Businesses could hold a contest to encourage engagement by awarding a prize for the best creative response to a section of your story.

LinkedIn

Throughout the month of July, LinkedIn released several great new features.

  • You can now customize the notifications you receive with new options including muting, turning off or even unfollowing.
  • It’s now possible to add up to nine photos in a post. Much like Facebook, LinkedIn lays out the photos in a collage. Post multiple photos from an event such as a meeting, conference, or volunteer day to further build either your personal brand or your business brand.
  • LinkedIn now provides insights about your audience. When you post an article or update, LinkedIn provides details about the employers of your target audience, their job titles and how they found your post. You can also see the number of people who reshared your post and who they are.

In the coming months, users will be able to record and share video directly in the LinkedIn mobile app. LinkedIn continues to provide useful features to professionally enhance a personal and business presence.

If you haven’t already, now is the time to update Instagram and LinkedIn apps by accessing the Google Play or the Apple App stores.

Looking Ahead

Check back next month for more social updates with the Social Scoop. Past issues also offer updates to ensure you have all the info you need to succeed.

 

 

 

 

Shawn Nesaw

Keeping up with all the updates to each social media platform is a daunting task. With no set schedule for updates, some channels have multiple updates in one month and zero updates in another. Similarly, some channels have numerous new additions in one update, while others don’t.

With social media constantly evolving, it’s imperative for social media pros to stay up to date with the latest from each platform so they can stay ahead of the curve and use new features to address communication goals as soon as possible. Let’s get right into it – here is the June social media update round-up.

Facebook 

June saw a big improvement to Facebook Live video with the implementation of closed captioning. This update provides more access to Facebook Live video for people with hearing impairments. For this feature to work, turn on captioning settings and the captions will automatically appear in your live video.

Safety Check was updated with four new features:

    • Fundraising
    • Expanding community help
    • Sharing a personal note when completing a safety check-in is completed
    • Introducing crisis descriptions

Facebook Messenger’s video chat in feature also received an update to now include animated reactions, filters, masks, effects and the ability to take screenshots of your video chat.

 

Instagram 

We all grow and change and so do our Instagram feeds. The new Archive feature, introduced in June, allows users to move photos previously shared on your feed into Archive where only you can see them.

If you change your mind, select “show on profile ” and the image will reappear in its original spot. Just click the circle arrow in the top right corner of the app to start archiving.

Also rolled out in June, after you go live on Instagram,  you are prompted to share a replay on your Instagram Story to let more people catch up on what they missed.

 

Twitter

In June, Twitter rolled out new features for businesses allowing them to add buttons to drive actions in Direct Messages (DM).

Probably the biggest change in June across all platforms was the Twitter facelift. This generous and well-deserved update to the Twitter user interface (UI) this month showed users that Twitter is still a viable social media player and that it listens to its users. Without getting too technical, here are the new changes to Twitter.

Click to watch
  • Slide right to access your profile, additional accounts, settings and more.
  • Refined the typography throughout the app so headlines are bolder and distinct from the rest of the text in your feed.
  • Round profile pics
  • The icons and the reply button changed from an arrow to a speech bubble and all the icons were slimmed down.

 

Snapchat

Snapchat unveiled Snap Map, which allows users to see what people are up to around the world by using the new maps feature. Pinch on the screen to zoom out and view the map. This feature allows you to also select your location settings so you can decide who can see your location while you are on the app.

Additionally, Snapchat introduced the ability to design custom Geofilters right in the app for any special occasion – birthdays, anniversary parties, weddings, bar mitzvahs, etc. Until now, this ability was reserved for desktop and designers. To get started, tap “On-Demand Geofilters” in Settings. Pricing for Geofilters starts at $5.99 in the app.

 

LinkedIn

LinkedIn received a few updates at once to improve the mobile experience. Now, you can see your connection history. Use this new feature to add some personal detail when you reach out.

Another new feature, Search Appearances, allows you to see how many people found you in search and the companies and job titles of the people searching for you.

Three other minor changes to the platform include:

  • Implementation of a new drag and drop feature allowing you to easily reorganize volunteer and education sections of your profile
  • Ability to add an image to any comment across the LinkedIn platform, when words just won’t do
  • Provide quick reply messages for when you want to reply, but don’t have the time

If you do not see these updates on your phone, go to the App Store or Google Play Store and update the apps to receive the latest features and check back next month for another roundup of social media updates.