Engaging your audience isn’t always as simple as creating a basic post that can be used in any situation. Because there are numerous social mediums available, we must always consider that there are several different audience desires that coincide with them.
Basically, social networks and audience channels have different formats and different audience bases, all of which require a unique delivery of content. This means you’ll have to consider all the qualities of each audience. What interests them? How do they interact? Is there only occasional sharing of certain information? Do they prefer visuals? What about the content’s subject material?
Never neglect the importance of social etiquette. The last thing your personal branding strategy needs is to drive the audience away from your content by annoying, upsetting, or even confusing them. So always be sure that you know exactly what is expected of your interactions through any marketing channel. After all, you don’t want to find yourself guilty of “spamming” your networks and driving them away.
One of the many things to consider is: Do you need to introduce your post? Yes, in a sense. Most social networks require a proper introduction through which it functions as an enticing device for the audience. It could be a topic, a question you plan to answer, or a general summary. The principle is to use your introduction to develop interest.
Then there is the culmination of so many different techniques and strategies, as we often notice in Facebook sharing. All forms of content can be shared, but not all forms are appreciated by every audience. Even here, there are certain strategies that take precedence over others. Primarily, Facebook users prefer pictures and memes, which simplify a message, but that doesn’t guarantee interaction. There is still the need to experiment with your content to see what works with your audience.
Methods would include using tools such as Post Rocket which can turn a regular link into a visual incentive by adding pictures from the site to your link.
Space is limited
Then there’s the need to deliver a fast and simple message that gains the most visibility. For example, Twitter formats require that you deliver your message quick and short, so there isn’t really much time or space to carry on a lengthy conversation. This means you’ll need to be compelling within the first few words. Additionally, incorporating influential techniques, such as hashtags, allow you to connect with other users of common interest. Google+ and Twitter both take advantage of this, just be sure it isn’t the bulk of your shared content.
Link to influence
This brings up the aspect of links. When and where should you link within your post? Using the right content at the right time, such as video or hyperlinks to your blog, will affect how your post appears to the reader. Do they see the link and have to read further to decide what it means to them? Is it merged into the content effectively? Is it hard for them to find?
Reaching through video is extremely popular on various channels, but only when done properly. Be sure that you make your content as shareable, across all platforms, as possible. Are you using a transcript to clarify your message? Can the content of your video be shared effectively? Is it mobile friendly? There are several qualities needed to help channel the best in your brand.
Not all social networks or media tools will work for you or personally represent your brand in the best light. What networks are off limits for you or do you deem not ones that you would spend your time on?
Maria Elena Duron, is managing editor of the Personal Branding Blog, CEO (chief engagement officer) of buzz2bucks– a word of mouth marketing firm, and a professional speaker and trainer on developing social networks that work. She provides workshops, webinars, seminars and direct services that help create conversation, connection, credibility, community and commerce around your brand. Maria Duron is founder and moderator of #brandchat – a weekly Twitter chat focused on every aspect of branding that is recognized by Mashable as one the 15 Essential Twitter Chats for Social Media Marketers.