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Facebook Provides Tips on Effective Brand Performance Measurement in Latest ‘Social Skills’ Video

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Facebook has published the latest episode in its new ‘Social Skills’ series, which aims to provide expert insights and tips to help social media marketers improve their approach, and maximize their results.

The latest episode features Katie Marylander, the Director of Global Social Marketing for GoPro. Marylander manages the social strategy for the brand, which includes oversight across more than 70 regional accounts, and a huge global audience.

Marylander provides three key tips for an effective social media strategic approach:

1. Maintain a regular posting schedule

A key element of GoPro’s approach, Marylander says, has been consistency:

“Publishing with a regular cadence can keep your community really engaged, which helps the algorithm keep your content leveling to the top of people’s feeds. And then the more often they’re engaging with it, the more often it’s at the top of theirs.”

This underlines the importance of a documented, organized approach to social media marketing, which includes researching your audience, establishing brand voice, outlining your content plan on a calendar and maintaining a schedule.

It also likely involved not getting disheartened. You can’t expect to see floods of engagement right away, but if you stick with a documented content plan, over a defined period, you can then measure your results against the preceding time frame to get a clear view of how your efforts and working, and what benefits you’re driving for your brand. 

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2. Establish clear goals

Another element of effective social strategy is aligning your efforts to a defined goal, which you can then measure your performance metrics against.

Sure, getting lots of Likes may feel good, but is it driving traffic to your website? Posting memes could mean you get more reach – but is that helping you sell your products?

Defining these elements is key to maximizing the performance metrics that are of most relevance to your brand, and understanding the best approaches to get there.

Marylander notes that UGC plays a big role in GoPro’s approach.

“At GoPro, UGC drives our strategy. It’s where most of our content comes from, and can be anything that a user captures authentically that we didn’t pay for or produce ourselves. Our followers can just take our product and capture the content that they want.”

When customers are posting about your business, that enables you to build a relationship with them by requesting permission to repost their content. That can help deepen brand connection, while also showcasing your products in the real-world, via real people, helping to boost those links.

3. Understand the impact of varied approaches

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GoPro also looks to measure each content type based on the interactions it sees, rather than using a blanket approach to engagement across all formats.

For example, still-image posts may get more comments, while videos get more views.

“We have a theory that you get one action out of a consumer. So the one action might be a view, it might be a comment, it might be a like. If you post a video and you’re like, ‘I only got 50 likes,’ you might’ve gotten 500 views and we’re still going to count that, because that counts as the action that they engaged with you.”

The approach underlines the importance of understanding how your audience responds, and what that response means, digging deeper into the binary metrics to get a clearer view of how each element interacts and connects into your broader strategic approach. 

When viewed from a broader perspective, you can measure how each of these elements contribute to your end goals by building your own metrics to assess their impact on your KPIs. 

Facebook’s Social Skills videos are worth a look – even if you’re an experienced social media manager, there are likely a few reminders and pointers worth taking in and keeping in mind in your approach. 

Socialmediatoday.com

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LinkedIn Adds New Features for Company Pages, Including Post Templates and Link Stickers

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LinkedIn has outlined its latest batch of updates for Company Pages, most of which had already been previewed in some capacity, but are now being rolled out on a broader basis.

First off, LinkedIn’s making its new post templates available to all company pages.

LinkedIn post templates

As you can see in these examples, LinkedIn’s post templates, as they sound, provide a range of visual enhancements for your LinkedIn updates, which could help to make them stand out in feeds.

LinkedIn originally launched post templates for individual users last month, but now, it’s making them available for Company Page updates as well.

As per LinkedIn:

Create engaging, actionable LinkedIn content easier than ever with customizable templates, available directly in the LinkedIn app, with no third-party tools required.”

I mean, I don’t know that these types of posts really fit with LinkedIn’s professional approach. But then again, as many have noted, LinkedIn is increasingly becoming more like Facebook anyway, with more personal posts and updates that are less focused on professional aspects.

And that seems to be working – LinkedIn’s parent company Microsoft keeps reporting ‘record levels of engagement’ in the app every quarter, so maybe this is actually a good, valuable addition.

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We’ll see how people feel about it when every other LinkedIn ‘thinkfluencer’ is posting using these templates. You can access post templates in the mobile app by tapping the ‘use template’ option in the post composer menu.

As an addition to this, LinkedIn’s also making its new link stickers available for Company Pages too, which could help to drive more direct response to your updates.

LinkedIn link sticker

On another front, LinkedIn will also now enable all Company Pages to pin comments beneath their brand posts.

LinkedIn Pinned Comments

The rollout for this feature also started last month, with some users seeing the option to pin comments in the app.

That could be a good way to spark more focused engagement, and highlight top fans, while you could also use this to simply boost interactions by pinning the comment with the most engagement at the top of the reply chain.  

As a reminder, LinkedIn Company Pages can also pin an update for similar purpose.

Finally, LinkedIn has also added a new Our featured commitments’ section for Company Pages, where brands will be able to showcase their most important values.

“Increasingly in today’s market, job seekers are evaluating potential employers based on their values. They’re interested in knowing where companies stand on issues that are important to them, such as DEI, work-life balance, sustainability, etc. To provide greater insight and connections, LinkedIn is enabling employers to highlight these commitments on their LinkedIn company page to define their talent brand and values.” 

Brands will be able to include up to five commitments in their featured commitments section, while you’ll also be able to host content that demonstrates the same, all of which will be displayed in a sub-panel in the ‘About’ section of your Page.

These are some potentially handy updates, with the link stickers and pinned comments standing out as likely the most valuable additions for LinkedIn page managers.

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Post templates I’m not as sold on, especially for brands – but then again, there may be ways to use these templates to improve the presentation of your posts, and maybe, that’ll increase overall engagement.

You can read about all of LinkedIn’s latest company page updates here.

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