Step Three: Engage with Your Audience
This is some kind of high level, high level things I want you to keep in mind, but the first on is don't beg for likes and shares. This is a bit of like inside baseball, but, but our rep at a company that may or may not rhyme with Facebook talked about how they can now see, if you're out there asking like, like this, share this. In many cases that is getting less love from the algorithms. Again, I'm not claiming to know how their algorithm works, but they do know that if you're asking for that, that can have content that isn't as strong get a disproportionately high amount of likes and shares. What they love to see is content that is just great on its face and so it gets shared. So don't directly ask. Don't say, "hey like this, you know, if you like this, "go ahead and , you know, go ahead and share that" I know it's really common, and it can work like in YouTube and some other areas, but if you're writing it, just look for more creative ways to do that. And again, make it more about t...
he engagement itself. Don't optimize for clicks alone. These platforms want to see their audience staying on the platform. That's how they make money. If every single post that you make is designed to get people to leave the platform. That's gonna be an issue. We generally target around a four to one ratio, okay? So we're gonna do at least, and it's a, and that's a minimum, so we're gonna do at least kinda four that's designed for great content, designed to be consumed there on the platform. And then for every four, at the most, we'll do something that's designed to get people to come off of the platform. Click and go look at this article over here. Okay, keep that in mind. Do optimize, and this is important, for conversations. That doesn't say conversions. Optimize for conversations. So don't say, "Hey, like this, share this." Say, "What do you think about this?" Have more posts that are questions. Every now and then I'll have this like really, an idea that I think is particularly brilliant or pithy, and I'll go and post it on LinkedIn or something like that or Facebook. And there's no responses except people saying, you know, "Yeah. Truth. "Fact. Love it. "Thumbs up." That's not a conversation. Why is it not a conversation 'cause you just made a statement, right? So one way to optimize for conversations is to have posts that ask more questions. Also, have posts where you take a stand. I still think to this day, and I'm ashamed of this, my highest engagement LinkedIn post that I've ever ran, I did as a joke. I said, I walked into my office, and I believe, I don't know how you feel about this. I firmly believe that if you use a Keurig, right? You do the pod thing, that you do it, you get your coffee. You should lift up and you should throw away your pod. I don't think you leave it there for the next person to throw away. It's just where I am. It's that, that's me, okay? And I walked into the office and I knew that pot had been sitting there overnight, and I'm like, "That's freakin' disgusting." And I think I just posted on LinkedIn people who leave there Keurig pods for other people to remove... Obviously hate puppies and want the terrorists to win. I think I said something like ridiculous like that. It got more engagement than anything else. Why? Because I took a stand on a stupid area that is me. I wasn't even being serious, but it, all this discussion started about office decorum and what's the right way to handle it, and you know it, are these like, single pod coffee companies, should they all be banned, because they're hurting the earth. I mean it was like, I was like, "I was just kidding." I don't actually think these people dislike puppies, right? I was just joking, but I took a stand, albeit not even a serious one. If you want to start a conversation, take a stand. Take a stand and invite criticism and invite feedback, but stand for something. Do customize your content. Every single platform is different. Don't just take an image that you posted on Facebook and like squeeze it together, so like now it's on Instagram. And do monitor post times. Facebook Insights is a great resource. They've since changed some of what they are allowing advertisers to see as a result of... I believe upcoming regulations. That comes from consolidation, 'member phase three. So much of what we used to be able to get from some of these different insights, I believe is going to be restricted from us. But in terms of post times, this is one I, I hope at least that we'll have for some time. And do feed the beast. Frequency matters. Don't post once or twice a day and wonder, "What the heck?" Okay? On these platforms, you're posting half a dozen times a day. On Facebook, on Instagram. Again, when we, when we get in, when you get into the classes on the specific channels because they are nuanced I'm gonna let some of those experts speak to the specific frequency that you should do, but I can tell you, it's a lot more than one. It's a whole lot more than one, which is why you're far better off focusing on a particular channel than spreading out your efforts across many. You gotta feed the beast. You have to feed the beast. This is where you can go, in terms of like, this is what Facebook and Instagram Insights looks like, so you can see, okay, generally, I'm most, people are most active during, on these days, and at these times. If you want further proof that social is entertainment, I can pretty much tell you what your peak times are, okay? They're at lunch, they're at drive time, and they're at evenings. If you want to look at, for a, for an analog corollary to social, look at radio. Look at radio. Radio mirrors social when it comes to listening times, when it comes to the duration, when it comes to the types of shows that people will follow, types of brands that they will follow. If you want to get great at social, study great radio. Great terrestrial radio. And again, match, match the post to the channel, so we have this, this blog post. This was when, you know our new guy was, was actually around, so like, when we had a post that worked, we instantly rolled it out. We didn't wait seven months. So, we had this post. Traffic Conversion Summit 2018. Reading List: 26 Books for Digital Marketers to read. So a reading list. 26 Books. It was a blog post, got some good traction, so we turned that same blog post into this Facebook post. Now, much of the content was there. Much of the content was there natively for people to read. They did not have to click over to get value, but many still did, okay? So this would still, we would classify this as being kinda within that four to one ratio. We also posted it to LinkedIn. You can see the image size changes just a little bit. The amount of text that's immediately displayed changes, so sometimes you need to change up your text to make sure that the right amount is showing. So you gotta, keep that in mind, and it became this Instagram story. Right, this Instagram story, well because it's image based, we had the different book covers there. The image comepletly changed because of the medium that changed. So all the same content, but this was the blog, this was Facebook, LinkedIn, and Instagram. When you're repurposing the proven, be sure to match it. Okay, when you're repurposing the proven, be sure to match it. Engagement is gonna be the highest when the content that you have fits within the channel that you're publishing it in.