Light a cinnamon candle and pull out your only real sweater…Q4 is fast approaching! As social media marketers, planning out content calendars has us preparing for the holiday season sooner than most people are comfortable with (we’re as eager as your local pharmacy, starting to unbox their Santa swag as we speak). What makes social media management so important is this dual nature; months ahead of time you are busy strategizing, creating, and programming. And the second part? That’s all about living in the moment, tracking Twitter trends and rattling off DM responses on a minute-by-minute basis.
To stay on track in both these mindsets, the key is to ask yourself— what is the goal of your brand’s social media? At Six Degrees LA, we’re in the holiday spirit, so we’ll let you in on a little secret. The right answer should be: engagement.
Social engagement is at the core of effective planning and posting across the Big 3 platforms.
As social algorithms get smarter and push towards greater personalization, Facebook, Twitter, and especially Instagram are counting on engagement to let them know when to show your posts, and who to show them to.
Let’s say your dripping ice cream cone, sizzling steak photo, or oozing grilled cheese Boomerang manages to stop the roaming thumb of your ideal customer— now what?
If they double tap, comment, tag, or share— IG rewards your post. What about if they are an influential account? Yep, more points for you, and more eyes on your post. What about speed? In 2018, things gotten taken up a notch when it was proven that the quicker someone saves your IG post and tags their friend, the nicer the app will be to your account.
This race for higher metrics is never ending.
The effects of a single engagement are like ripples (in your matcha latte art, or freshly garnished cocktail). To stay on top, you’ve got to stay vigilant, making sure your pics and captions encourage people to either interact because of a gut-instinct (“Melissa has to see this egg yolk pop”) or because they are emotionally invested in your brand (“My opinion helps decide what ethically sourced, sustainable poptart they make next. I VOTE STRAWBERRY DAIQUIRI”).
Following up on these comments and mentions— quickly and strategically— are what push your brand to the top of social trend conversations, and help you show off the brand voice that differentiates you.
At Six Degrees LA, we like to think about engagement as the first step in the sales funnel. It’s true that social should be a hell of a lot fun and tell your creative story, but in today’s world, it’s also your first, organic chance to reach new audiences, create a lead, and drive a guest through the doors.
Social engagement can feel very personal, so we get why people might feel like they should keep things in-house. But with a crucial need for strategy, a 24/7 list of tasks & your online reputation at stake, don’t be afraid to get support – all brands deserves strong photography, influencer interaction, constant customer response management, and reliable analytics! As the important holiday season approaches, the best gift you can give your brand is a serious social revamp, one that puts engagement at the top.
