How to Get the Most Out of Your Social Media Content
Any digital marketer worth their salt wants to make the most out of every social media opportunity that presents itself for your brand. This can often feel like a game when trying to figure out how often you should post, when you should post, and so on.
But today we are going to go beyond those basics and talk about proactive and reactive social media tactics.
Proactive vs. Reactive
Proactive social media content is the content that you plan out and schedule ahead of time. Reactive content is what gets posted in real time; in other words, you are reacting to current events and trends, responding to comments, and other real-time tasks.
There are pros and cons to each. Reactive social media allows you to capitalize on what is trendy and engage with your audience. But it can take up too much of your time if you aren’t careful. A proactive approach allows you to stay organized and manage your time better. But by only taking a proactive approach, you’ll never get the engagement you want.
Essentially, what you want to do is a mix of both a proactive and reactive approach to your social media strategy. Let’s delve a little deeper into examples of each approach.
Proactive: Link-Based Content
Link-based content is great because it can drive conversions and provide rich content. There are several types of proactive, link-based content that you can share. The first is evergreen blog content. This form of rich content provides information that your audience is looking for, helping showcase your brand as an expert in your niche.
You can also promote your business’s services or products by sharing pages from your website or sharing campaign-specific content, such as a seasonal or holiday campaign.
Proactive: Staff-Generated Content
Your audiences love to see the faces behind your brand. It creates a much more personal experience for your target audience, helping to build trust. Showcase your staff or team in both short and long-form videos. Videos of your team are a great way to share behind-the-scenes content!
Survey your staff for quotes, insights, tips, or bios to feature a staff member. Audiences love to know how your employees use your brand’s products, what tips they have, or to just learn more about them in a feature post. Another option is to share photos or videos that showcase your office or team culture. This can include team meetings, collaborations, and holiday parties.
In other words, the more faces of your team that you can get into the mix, the better. Be sure to show diversity (age, race, gender) and encourage your team to engage with the content that they are featured in with reshares and likes.
Reactive: Media Hits
If your brand is featured in a collaboration with another brand or gets a shoutout, be sure to share or repost that feature or shoutout. Mix these types of posts into the cadence of what is already queued up and be sure to tag and hashtag as applicable.
Reactive: Shiny Objects
Look for new features that apply to your brand’s audience and identify those opportunities or features on your core social platforms. For example, if you are a B2B brand, a monthly LinkedIn newsletter where you re-feature some strategic content can help you deliver content in a more direct way, as opposed to feed posts that are subject to the algorithm. Another example would be to jump on a video trend (like those you find on TikTok). Be sure that you adjust the trend you are using to fit your brand, rather than just copying what everyone else is doing. This will help you stand out online.
Scheduling out your seasonal or evergreen content can help you stay on track. But by also mixing in reactive content, such as sharing news, shoutouts, or even jumping on a trending video format, you can make the most out of all of your social media efforts!
Need help with your social media strategy? Tintero Creative uses digital strategies that tell your story while guiding brands to healthy and sustainable marketing tactics. Schedule a free consultation today!